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Combining the power of digital and out-of-home advertising to reach a dynamic audience

A major automotive company had a car geared towards younger drivers, and they wanted to get their message to these specific audiences. Their campaign already had a heavy online presence across social, video and display, but they wanted to enhance reach to young drivers as they moved through metropolitans and high density shopping areas.

Challenge:

The brand wanted to reach young drivers on the go, but the budget couldn’t justify the traditional methods of buying out-of-home advertising. There was too much waste occurring during the times that target audiences were consumed with other devices. The out-of-home campaign strategy had to match the dynamic youth by becoming a more dynamic medium.

Solution:

– Cadreon brought programmatic buying to out-of-home, something that had never been done before. They created the first digital-out-of-home (DOOH) programmatic exchange to sell inventory panel-by-panel in a real-time biddable fashion.
– Cadreon was able to analyze the out-of-home campaigns the same way as the online campaigns, and optimize across all channels in real time.
– The team could efficiently and accurately reach their target audience while they were at the office, at home or in a shopping center.

Results:

– Through the use of programmatic, Cadreon was able to purchase the DOOH media at a much more cost-efficient rate compared to traditional purchasing methods.
– The combination of digital and DOOH advertising allowed the client to reach their target audience irrelevant of their daily activities. DOOH advertising drove an incremental 27% reach for the entire digital campaign.
– Cadreon successfully executed the first ever programmatically bought out-of-home campaign, laying the groundwork for future advertisers to build on the success.