Results
According to the IAB (2017) “Consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on OOH first”.
The campaign saw a higher Click-Through-Rate (CTR) in locations where the hyperlocal campaign ran in conjunction with DOOH, compared to areas where there was no DOOH ad running.
CTR Hyperlocal with DOOH
CTR Hyperlocal without DOOH
This represent an increase in CTR of over
Why Adform:
As an existing Ad Server and DSP customer, BMW wanted to harness Adform’s programmatic Digital-Out-Of-Home (DOOH) capabilities to maximize brand awareness. The global car brand also wanted to increase visits to a web page showcasing the new BMW 4 Series. Adform’s cross-media capabilities make it possible to employ multiple channels in synergy for maximum impact.
Challenges:
While DOOH presents a fantastic opportunity to deliver greater awareness at locations with a high footfall, BMW wanted to see how this awareness translated into website visits.
Solution:
The BMW campaign used DOOH in conjunction with the hyperlocal geo-fencing capability in Adform FLOW. Not only did this create awareness by having BMW 4 Series video ads displayed across multiple prime locations in South Africa, but BMW was able to ensure that users around those locations were given the opportunity to use their mobile devices as a point of action. As DOOH screens are non-clickable environments, a hyperlocal strategy targeting users around the locations of the DOOH sites based on their GPS coordinates ensured that those users had a higher chance of seeing the new BMW 4 Series banner ads on their mobiles.
Nakie Nepfumbada
Brand Manager, BMW South Africa
“The collaboration between Adform and BMW opened up new possibilities for streamlining campaign planning and booking across desktop, and mobile channels and multiple roadside screens in SA - mediums that we previously could not communicate through in real-time. We saw an increase in CTR & reach, whilst ensuring that we place our new BMW 4 Series launch campaign in front of the right audience on the right screen at a cost efficient rate, all thanks to Adform’s ad technology”.