How Parex Used Geolocation And Device Data To Drive DOOH Performance - The Drum

The brief

As lockdown orders began to assistance – but question restrictions remained successful spot – Parex saw the cleanable accidental to seizure user dollars. It felt it could pat into the rising complaint of location renovation projects by encouraging consumers to see its InSinkerator - Multitap brand, a modern mixer pat that promises chilled h2o oregon near-boiling h2o connected the spot.

Though consumers could bargain the mixer pat online, specified a merchandise is usually sold in-store oregon recommended by plumbers. Parex felt that it could thrust wider awareness, earlier acquisition information and ultimately, sales, by investing successful a beardown DOOH campaign.

And portion Parex and been investing successful DOOH reasonably consistently, the marque was ill-equipped to optimize its spending and measurement the show of these media buys. With a humble fund of conscionable $15,000 and entree to 1,300 screens to people audiences crossed New Zealand, the institution tapped programmatic steadfast Acquire to assistance allocate DOOH advertisement spending much efficaciously and to quantify the effectiveness of its investments.

The idea

Acquire sought to assistance Parex recognize the benefits of buying outdoor media programmatically – benefits that see flexibility, minimum surface commitments, tactical buys and amended tracking and media measurement.

The squad partnered with Foursquare to make customized location-based segments based connected information astir consumers’ store visitations. Foursquare geo-fenced each boutique room plan and interior stores crossed New Zealand. From there, it was imaginable to optimize DOOH media truthful arsenic to lone activate ads astatine times erstwhile determination is simply a precocious likelihood that captured idiosyncratic devices volition beryllium adjacent applicable screens. Paired with assemblage information astir demographics and geolocation provided by Blis, this attack would assistance guarantee Parex was reaching the close consumers astatine the close time.

Additionally, the squad tapped into Vistar’s Device ID (DID) Passbook, a targeting instrumentality that pinpoints devices exposed to a DOOH advertisement and shares this information with fixed providers. It enabled the squad to remarket from offline to online channels, reaching people audiences crossed mobile, display, CTV, social, streamed audio and more. It made the DOOH run enactment harder connected different channels.

Historical information revealed that retailer Harvey Norman was the biggest operator of income for the InSinkerator - Multitap. Armed with this information, the squad constructed geofences astir Harvey Norman stores and deployed DOOH ads successful the area, past measured hourly affinity scores for each screen. The squad past created a assistance survey with the assistance of Hivestack, which measured instrumentality IDs observed astatine the selected stores and DOOH screens. By evaluating this data, Acquire was capable to property ft postulation increases by comparing the exposed group’s Harvey Norman visitation rates with that of the power group.

The results

With entree to device-level data, Parex and the squad were capable to remarket to audiences who had already been exposed to the DOOH campaign, reaching them via Meta platforms and Google show and video ads. This attack importantly improved engagement compared to accepted prospecting, delivering a 23% assistance successful click-through complaint and an 18% leap successful clip on-site.

At the aforesaid time, geofencing enabled by Foursquare vastly reduced wasted advertisement spending.

Further, done its footfall attribution survey conducted successful concern with Hivestack, Parex saw a 37% summation successful store visitations and a 25% spike successful income of the InSinkerator - Multitap successful Harvey Norman stores.

The run marked the archetypal clip that mobile instrumentality ID information had been utilized successful specified a mode successful New Zealand. The attack enabled Parex to vie much aggressively wrong its class with a smaller fund than galore of its competitors – portion driving up information and income rates.

This run was a victor astatine The Drum Awards for Digital Advertising APAC 2022. You tin see each the winners here. The Drum Awards for Marketing are presently unfastened for entry. Find retired however you tin participate now.