Parrot Reaches More Than 50% of Australian Men Between 18-54 Combining DOOH Screens and Audience-Driven Data
AUSTRALIA — Parrot, a French manufacturer of consumer electronics, wanted to reach a very specific target audience to raise awareness and drive sales of their latest drone for the holidays.
Parrot’s ad campaign was developed in collaboration with Melbourne-based, The Sphere Agency, Parrot, and oOh! Media. The campaign utilized oOh! Media’s nationwide network of digital out-of-home (DOOH) screens to reach males across Australia, between 18-54 year old, using oOh!’s audience, location and buyer-graphic data.
The three-week campaign ran across 240 screen locations featuring Parrot’s latest Disco FPV, Bepop 2 FPV and MiniDrones in the lead up to Christmas Day. According to oOh! Media, the campaign had the potential to reach 67.6% of Australian males aged 18-54 with a frequency of 5.8 times each, giving a total of 14 million viewing opportunities across oOh! Media’s Road, Fly and Retail environments.
“Parrot wanted to target the 18-54 year old male demographic because they are the largest buyers of drones. We know there is a massive upswing in Christmas shopping, air travel and road travel as people head into Christmas and we were able to demonstrate the effectiveness of our range of assets across the OOH category,” said Michaela Chan, oOh!’s Chief Marketing Officer.
“Our solution included 120 advertising screens that were located on main thoroughfares en route to selected retailers where Parrot has product on the shelves.”added Chan. “Retail advertising in the consumer electronics category, for example, delivers twice the ROI of television by reaching consumers in a spending mindset and on the path to purchase. Experiential, billboards and other retail also deliver above average ROI. The campaign will also be in high-dwell time locations such as airport baggage carousels and taxi queues on oOh! Media’s Collect & Connect TV screens. The Parrot range can also be seen on prominent billboards such as our five-story high digital billboard screen in Bourke Street Mall in Melbourne.”
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