Real-Time DOOH Campaign Reaches On-the-Go New Yorkers with No Surge Pricing Offer
NEW YORK, NY — Gett, a new on-demand car service has launched a real-time DOOH campaign aimed directly at Uber’s New York City customer base. The campaign, planned by Posterscope USA, highlights the company’s no-surge pricing policy, a $10 fixed price inside Manhattan, below 110th Street. According to the company, the campaign has been successful in driving downloads of the company’s mobile application and encouraging new user to try the service.
Gett’s DOOH campaign reaches on-the-go New Yorkers across multiple venues that include the MTA’s On the Go kiosks, urban panels, newsstands, bus shelters, restrooms, elevators and bars through the end of October. Gett currently operates in London, Manchester, Liverpool, Moscow, St Petersburg and Tel-Aviv. New York is Gett’s first market in the United States.
“Gett continues to emerge as a force in the highly competitive on-demand car service market and we are thrilled to have the opportunity to help support their growth efforts,” said Helma Larkin, CEO of Posterscope USA. “We’ve designed and deployed an innovative DOOH campaign that strongly promotes Gett’s competitive differences and leverages a wide range of digital screens that blanket New York City and encourage new users to give Gett a try.”
A key feature of Gett’s DOOH campaign is the use of real-time buying for digital out-of-home screens in locations such as elevators and bars. To maximize efficiency and budget, Gett’s campaign is seen on certain screens during peak viewing hours. For example, in office building elevators, the campaign can be seen during work hours with an emphasis on the 4-8 PM timeframe when people are commonly leaving the office and when on-demand car price surging is most common. In bars, the campaign can be seen during evening and night hours as well as when weekend traffic tends to increase.
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