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Case Study: Evergreen Trading Launches a Programmatic DOOH Campaign with Ubimo
Results include a 21% increase in foot traffic to a Telco’s store
Challenge
Quickly activate an OOH campaign announcing a new capability to reach the right audience, tailored by market and location across a select set of OOH media vendors
Solution
Ubimo’s Polaris Planning tool and Programmatic DOOH campaign activation with go-live in under 24 hours
Results
Fully executed campaign that achieved a 21% increase in foot traffic
Company
A leading US Telco company was actively rolling out a new capability across the country. This capability is a major technological advancement and has the potential to spur economic growth.
Solution
To announce the launch and roll-out of the feature across nine major metropolitan areas, the Telco needed to quickly spread their message to specific zip codes where the feature was live. Additionally, the Company wanted to advertise with a variety of Out-of-Home (OOH) formats and media owners to ensure they reached the best and largest audience and most touch points within a customer journey.
This programmatic DOOH campaign ran on a variety of media, including:
Results
Buying DOOH programmatically enabled large-scale, quick activation, from brief to plan recommendation within 36 hours, and from creative approval to go-live within 24 hours. Additionally, campaign messages were tailored by location depending on whether the area already had the new capability or if the capability was coming soon.
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.
Sr. Director of Marketing
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Podcast: Modernizing OOH with Ubimo’s Norm Chait
During this 223rd episode of “Marketing Today,” host Alan Hart interviews Norm Chait, the Head of Out-of-Home Service at Ubimo.
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