With several sporting and entertainment events on the horizon, it’s important to understand how you can put digital out-of-home (DOOH) to work for your brand. Out-of-home, with its ability to reach large groups of people yet still apply precise data-driven targeting, helps marketers drive results by surrounding any relevant event. Below, we’re sharing a recent case study of how a national brand successfully used programmatic out-of-home to drive tune-in for a major televised sporting event.
Objective:
An entertainment company wanted to drive tune-in to a nationally televised collegiate sporting event. In order to raise awareness and encourage consumers to watch the broadcast, the brand enlisted Vistar Media to execute their campaign across both DOOH and mobile media.
Strategy:
To launch this campaign, Vistar worked with the brand to determine its target audience. We then created a custom behavioral audience of “Sports Fans,” based on individuals who had recently visited stadiums, arenas and sports bars. Additionally, through our partnership with LiveRamp, we securely leveraged the entertainment company’s first-party data to build and activate a secondary data-driven audience layer. Vistar’s programmatic technology then analyzed the movement patterns of these two audiences and activated DOOH and mobile media to reach the target consumers where they were most likely to be. Consumers exposed to DOOH were further retargeted on their mobile devices, further amplifying the impact of the campaign.
Results:
The cross-screen, multi-venue, data-savvy targeting strategies proved to be a major success, strongly drawing in sports fans who planned to watch the programming. Leveraging the combined strength of digital out-of-home and mobile media, taking advantage of the variety of locations DOOH could be displayed, activating their existing customer base and boosting campaign impact with real world retargeting proved to be a game winning strategy for this entertainment company.
To see the results and learn more about how your brand can create an impactful DOOH campaign, download the full case study below.
