DOOH Marketing
Automotive — Truck Campaign
✓ Incremental Dealership Visits
Campaign Objective
Aiming to drive foot traffic to dealerships in specific DMAs, an American automaker tapped into digital out-of-home advertising to help reach consumers in market for trucks.
Venue Types Used
Audience Targeting Approach
Used data to build an audience of full-size pickup truck owners and intenders, plus a conquesting audience of competitive brand owners. Analyzed movement patterns with geospatial technology and activated DOOH where these audiences had the highest concentration throughout the day. Ran a foot traffic study to measure incremental dealership visits driven by campaign exposure.
Results
✓
Drove Incremental Dealership Foot Traffic
✓
Custom Audience Targeting Proved Successful
✓
Campaign Effective Throughout Entire Flight
Insight
Creating custom audiences of truck owners, intenders, and competitive conquesting segments — then activating media against them using geospatial technology — proved successful in driving foot traffic to dealerships throughout the entirety of the campaign. The automotive vertical benefits enormously from DOOH because the audience, drivers, is literally captive to the medium, making gas stations and roadside billboards high-impact touchpoints.