According to statistics PwC, the growth of the outdoor advertising market until 2024 will be primarily associated with an increase in the digital outdoor advertising segment.
DOOH allows you to flexibly configure, launch and optimize campaigns on digital outdoor media, as well as evaluate the effectiveness of promotion. Moreover, according to data According to Vistar Media research, 58% of respondents trust key messages in outdoor advertising, and 88% like such ads.
In order to assess the impact of digital outdoor advertising on performance marketing indicators, Mazda, Avtomir Group of Companies and the teams of ProContext and Mindshare Russia have tested Mail.ru Group s DOOH solution with the possibility of programmatic purchasing.
Goals
Using a mix of online and offline campaigns, they planned to test DOOH to promote the car dealer and Mazda vehicles in order to improve the efficiency of the marketing mix and increase the number of applications.
Campaign mechanics
The digital billboard campaign was launched on 31 days to maximize the reach of the target audience of the Mazda CX-5 vehicle close to the structures. For this, the following parameters of the target audience were set: men and women from 25 to 65 years old, interested in cars, including the middle class.
Ads were shown at a time when the target audience share near the structures was higher than the average in traffic near the carrier. The advertisement was broadcast on 9 billboards near dealerships (no more than 4 km from the point of sale).
An example of a creative on a digital billboard
At the first stage, the campaign reached over 1.5 million offline users. An impersonal segment of the audience that was near the surfaces at the time of the broadcast of the advertisement was automatically uploaded to the myTarget advertising platform from the second day of the campaign. This segment was used for further A / B tests on the Odnoklassniki social network.
A / B test
After the completion of the advertising campaign on digital outdoor media, an A / B test was conducted in Odnoklassniki. To do this, we launched two advertising campaigns with the Lead Ads format on the social network. The peculiarity of the format is that the data in the application form is filled in automatically from open information in the OK user profile. At the same time, to send an application, you do not need to go to an external resource, which significantly reduces the time to conversion.
Example of Lead Ads on Odnoklassniki
The first campaign was targeted at the user segment formed as a result of promotion to DOOH. The second – to the target audience of the Mazda CX-5 (men and women from 25 to 65 years old who are interested in cars, including the middle class), but the segment of those who could be in contact with advertising on digital outdoor media was excluded from the show.
A / B test results showed that a campaign targeting a segment of users who saw ads on digital outdoor media was significantly more effective than promoting a brand s target audience with the exclusion of this segment. It brought in 1.5 times more applications, and the cost of attracting them (CPL) turned out to be 32% lower.
Ekaterina Khachaturyan, Head of Advertising and Marketing Department for Mazda brand, GC “Avtomir”From our experience, we have seen that digital outdoor advertising improves performance, so we plan to continue to use this channel.
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