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

The Brief

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

Highlights

6%
Brand Awareness Lift

3%
Consideration Lift

9%
Purchase Intent Lift

Challenge

In our first year working with this technology brand, we identified an erosion of brand equity. This was due to a gradual shift in budget focusing solely on lower-funnel, promotion-based tactics. 

To reestablish their premium product positioning, we were tasked with eliminating crossover between their two key audiences (small business owners and IT decision makers) to drive awareness, consideration, and purchase intent with prospects across the United States. Challenge

Solution

We planned and executed a campaign to build brand affinity and awareness with small-business owners and IT decision makers and measure the effect on full funnel KPIs. By using data-driven campaign insights, we knew we could justify spending on brand awareness tactics. This would expand the organic prospect database and achieve sustainable growth through improved brand positioning. 

We honed in on two channels: Connected TV (CTV) and Digital Out-of-Home (DOOH). Throughout the campaign, we served over 55MM impressions. These spanned over 37 DMAs with high concentrations of small business owners and IT decision makers. To measure success, we implemented one of the first brand lift studies in the industry that incorporated CTV and programmatic DOOH channels by using IP and wifi targeting to obtain survey feedback.

DOOH media drove lift across all KPIs (awareness, consideration and purchase intent), with the greatest lift in purchase intent (+9%). This campaign messaging also drove a greater lift in awareness over the control group than previous campaigns, illustrating the long-term impact of this strategic messaging. Cross-screen exposure drove the strongest lift over the control at 13%. 

Additionally, the campaign drove:

• 50% increase in purchase intent from CTV
• 6.5% increase in SMB website visitors vs. previous period, seen in increases from direct and organic search traffic
• 60,000 attributable site visits at an estimated $1.2MM in value

Finally, we discovered the awareness campaign had a trickle-down effect on the evergreen performance-based campaign we were running concurrently, surpassing bottom-line goals at a 5x ROAS.