DOOH Campaign Overlays Location Data to Reach On-the-Go Marketers to Drive Conference Registration
AUSTRALIA — The Association of Data-driven Marketing and Advertising (ADMA), one of the largest marketing and advertising association in Australia, has launched a digital out-of-home media campaign using hyper-targeted, personalized messages to reach Australia’s leading marketing executives. The ADMA’s campaign, running on oOh! Media’s digital out-of-home network, overlay’s data from ADMA, to target the country’s biggest advertising spenders to identify prospective delegates for its Global Forum conference.
Each of oOh! Media’s DOOH screen had its own unique feed which when combined with data targeting made it possible to personalize the messaging to groups of or even individual prospective delegates. The DOOH campaign is the first to be placed programmatically on a network wide basis rather than by individual location. The DOOH campaign was developed by Affinity, an Australian advertising agency.
A total of 4,800 people working in approximately 500 companies were identified as potential attendees to the conference. Affinity then used company addresses which were overlaid with oOh!’s dynamic network across retail, office and café environments. A total of 238 screens were identified as being within 50 meters of a target’s office buildings in New South Wales, Victoria, and Queensland.
Tapping into the insight that marketers don’t want to miss out on hearing the latest trends from global influencers, Affinity delivered dynamic creative which was updated daily showing each viewer a localized map and where in the vicinity tickets had already been purchased. The creative included the line: ‘Your competitors are buying tickets right now’. It also included a clock counting down to the two-day conference.
“It’s not very often you get to redefine what’s possible with a particular media. Being able to take one of the oldest one-to-many mediums and personalize it to speak with relevance to people in a particular location makes digital outdoor an even more exciting prospect for advertisers,” said Luke Brown, CEO at Affinity. “Thanks to oOh!’s vision and investment in their network, we’ve been able to deliver a truly unique campaign for ADMA and it’s just a taste of things to come in how data will quickly change the role of the Out Of Home channel”
“Outdoor is experiencing its own renaissance by working closely partners like Affinity who share our passion for data, technology and innovative ideas we can really begin to demonstrate how powerful out-of-home can be. Never before has so much data been applied to make outdoor a hyper-targeted and personalized channel to drive response,” said Michaela Chan, oOh!’s Chief Marketing Officer.
Affinity’s data-driven campaign for ADMA follows both local and global recognition for its work for Narellan Pools which has won the MFA Awards for Best Use of Data, Mumbrella Award’s Media Campaign of the Year, MSix Award for Clever Use of Data and two gold and a silver the Asian Marketing Effectiveness Awards.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media