Using Digital Out-Of-Home to Drive Full-Funnel Performance

/ Case Study - Programmatic

/ The Brief

Using Digital Out-Of-Home to Drive Full-Funnel Performance

Coegi partnered with a multi-national technology brand to simultaneously drive awareness, consideration and purchase lift using digital out-of-home media paired with a mobile retargeting strategy.

/ Highlights

6% Brand Awareness Lift
3% Consideration Lift
9% Purchase Intent Lift

/ Challenge

The Problem

Coegi was challenged by a Chinese multinational technology company to drive awareness, consideration and purchase intent nationwide. Their core target audience was relatively niche – small business owners and IT decision makers. 

/ Solution

What we did

Coegi leveraged Vistar Media’s passive geo-location data to build a custom Small and Medium Business Owner audience. Vistar helped us analyze movement patterns of these consumers in order to reach them via digital out-of-home media (DOOH). This process of programmatic buying automates a large portion of traditional OOH buys.

The Vistar platform was able to sort through over 100,000 venues to find screens where small and medium-size business owners and decision makers pass by every day. We activated media on those digital screens and then retargeted consumers on mobile to reinforce campaign messaging and drive incremental lift. 

Throughout the campaign, we served over 55MM impressions spanning over 37 DMAs with high concentrations of small business owners and IT decision makers. We refined the DOOH placements down to 24 venue types that drove the most brand lift. This strategy drove lift across awareness, consideration and purchase intent. DOOH proved to be an excellent medium to achieve full-funnel results and reach decision makers on-the-go. 

Related Projects

/ Contact

Tell us about your project
Are you interested in gaining the latest marketing insights through Coegi’s newsletter, The Loop?
This field is for validation purposes and should be left unchanged.

contact form image