Visit Study

Objective

Playstation approached Clear Channel Outdoor (CCO) to generate awareness about a limited-time promotion and drive traffic to retailers in major DMAs across the country.

Solution

We built a campaign leveraging proximity targeting to activate digital out-of-home (DOOH) displays near Playstation retailers. In addition, the plan called for a CCO RADARConnect mobile campaign to amplify the promotion and retarget consumers who saw the DOOH ads, as well as those known to have visited key retailers selling the popular gaming console.

Results

The combined OOH + mobile campaign amplified messaging and drove consumers to Playstation retailers. Additionally, the RADARProof study delivered key insights to the brand, helping inform future campaigns.

Increased store visits among OOH exposed audiences

Audiences that saw the digital billboads visited retailers 60% more than those who were unexposed to the billboard ads.

127% visitation lift in those exposed to the OOH+mobile campaign

Playstation saw an even higher rate of visitations from audiences that saw the digital billboards and were then retargeted via the mobile campaign. The combined OOH + mobile campaign increased visitation rates by 127%. Advertisers can improve campaign performance and drive more store visits by combining OOH with a CCO RADARConnect mobile campaign. RADAR is our campaign amplification solution, allowing us to retarget audiences with a coordinated campaign message, delivered via mobile devices.

Multiple exposure to the billboard ads drove more visits

The study found a 38% increase in visitation rates among audiences who saw the Playstation billboard ads more than four times, as compared to the control group—those unexposed to the OOH campaign.

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