A well-established streaming service leveraged out-of-home (OOH) to boost brand awareness and web visits across Chicago, Dallas-Ft. Worth, Los Angeles, Miami-Ft. Lauderdale, New York, and San Francisco to a targeted demographic of people ages 18-44.
Clear Channel Outdoor (CCO) built an OOH campaign leveraging units that over-indexed for the brand’s target demo and like-minded audiences. Using a variety of digital out-of-home (DOOH) units (Digital Bulletins, Spectaculars, and Digital Transit Shelters) the brand was able to showcase the breadth of content found on the streaming service platform.
The targeted DOOH campaign with changing creative helped capture the target demo’s attention, increased brand engagement, and drove new users to the platform.
Leveraging CCO RADAR solutions, we used anonymous, aggregated mobile location data, in a privacy-compliant manner, to identify consumers exposed to the OOH campaign. Once exposed audiences visited the streaming service website, our data team analyzed their behavior to look at frequency of exposure to OOH and web visitation. The study found a 40% increase in website visits among audiences exposed to the OOH campaign, compared to those who were not exposed.
Audiences exposed to the outdoor campaign were surveyed to gauge their brand perception and consideration intent. Our study that the campaign drove a 31% increase in consideration among those exposed to the OOH campaign.
Our study found that the 63.2% adults ages 18-44 exposed to the OOH campaign were more likely to engage with the streaming service. Results proved that the OOH campaign drove a 32% lift in brand awareness for the streaming service platform.
Source: Kantar; Branch Metrics, March 2020
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