Key results of this campaign, enabled by Ubimo’s Polaris Location Intelligence tool and Programmatic DOOH, were transparency and access to a broad range of inventory. The planning stage included publisher and vendor visibility with geographic insights and visualization. The programmatic nature of the campaign allowed optimization of delivery in real-time, based on availability and impression pacing. For example, if traffic driven by a vendor was low or CPM was high, Ubimo optimized and switched budgets to a comparable media vendor to ensure impression goals were met and budgets spent efficiently.
The final plan included 12 publishers and 17 media types, enabling the message to reach the Telco’s desired audience.
Finally, with Ubimo’s unique attribution methodology, we are able to measure the impact of OOH Advertising on foot traffic. While the objective of the campaign was to drive awareness and introduce the arrival of the capability, the OOH advertising campaign also led to a 21% increase in foot traffic to the Telco’s stores.