Programmatic advertising is hardly a new concept for Montreal-based agency Fidelitix. Founded in 2015, Fidelitix works with brands and advertisers to manage all aspects ofContinue reading
Salt XC is a North American agency, headquartered in Toronto. Their agency is built around a unique model – Experiential Commerce™, breaking down the walls between the online and offline worlds using first party data, media and memorable moments to drive an action or transaction for brands. With an approach to marketing that seeks to earn attention and drive action, Salt XC stands out from other agencies thanks to its focus on a hybrid of marketing and tech as opposed to just traditional services.
We sat down with Alex Buckby, Managing Director – Media at Salt XC to discuss how his agency explores DOOH as a digital channel and the role programmatic OOH plays in their media mix. We also learn about his experience working with Campsite to launch CarDoor’s OOH campaign, focused on extending a data-driven digital approach into the real world. Using POI and location-based data to target high-value audiences in environments that could allow the creative treatment to earn attention and drive impact contextually, ultimately creating personalization with their core targets.
Want to learn more about running creative and impactful OOH campaigns?
For the majority of drivers, buying a car (especially secondhand) can be overwhelming and filled with frustration. Enter CarDoor, the Toronto-based company making it easy to buy and trade-in vehicles online. With CarDoor, shoppers can purchase high-quality, certified vehicles from the comfort of their own home – no dealership required. Their mission is simple: to make car shopping an easy, convenient, and enjoyable experience.
What makes CarDoor different from other car buying companies is the extensive inventory they have available thanks to their two-sided marketplace model. The platform can facilitate an entire buy or trade-in process for the consumer while also partnering with dealerships that sell their inventory on the CarDoor website. This allows the company to build a relationship with the customer over time and eventually have them purchase on their own terms.
We sat down with Matt McKenzie, Founder and CEO of CarDoor to discuss everything from CarDoor’s unique car buying platform to launching creative and impactful out-of-home campaigns with Campsite.
Here’s a recap of our discussion. You can also check out the full video here.
The misconceptions of DOOH
In the initial stages of planning CarDoor’s marketing strategy, they were unsure if they could afford to focus on building brand awareness through out-of-home. As Matt explains, there was a misconception that running DOOH campaigns would be too costly and wouldn’t reach the right audience. They initially thought that their marketing budget would be most impactful if spent on targeting high-intent customers, or customers who were very far advanced in the car buying process.
Turning to DOOH for creative and impactful messaging
To help create a marketing strategy that would reach a bigger audience, CarDoor began working with Salt XC agency to run creative and impactful campaigns that focused on building brand awareness. In an effort to reach potential car buyers in the right place and at the right time (when they’re looking for a new car), CarDoor and Salt Xc decided to focus on targeting audiences in a contextual, location-based way.
In doing research, they wanted to figure out how to target potential buyers in high-density areas. They found that people often decide they want a new car when they start to experience problems like noises and warning signals while driving their current vehicle. With this information, the idea of placing DOOH ads with specific creatives in areas near auto repair shops was presented.
Using Campsite to launch CarDoor’s DOOH campaigns
Going a step beyond placing ads close to repair shops, CarDoor and Salt XC then decided to buy DOOH space in very close proximity to traditional dealerships – sometimes even buying space on their rooftops.
Using Campsite, they were able to locate the radius of billboards and target audiences with creative and impactful messaging. These large, strategically placed billboards helped the company focus on building brand awareness while reaching the right people to convey their message of ‘car shopping made easy.’
They were also able to use Campsite to purchase ad inventory in test centers as a way to target Gen Zs waiting to take their driving tests. This strategy of running DOOH ads allowed them to reach an audience who’s already comfortable with shopping online in a contextual location.
Click here to watch the full video.
Want to learn more about running creative and impactful DOOH campaigns?
For Quebec-based Cook it, enjoying easy, high-quality meals at home should be fun and accessible. Founded in 2014 by MontrealerContinue reading
Competition can be fierce in the world of home improvement and renovations. With hundreds of contractors to choose from, standing out from the crowd can be a challenge. And as the demand for contractors increases every year, finding time to market services and recruit people to do the work gets pushed to the backburner.
Contractor Nation is a network made up of hundreds of contractors, ranging from roofing and insulation systems, to basement finishing and junk removal. The organization helps contractors achieve success through dealership opportunities, business coaching and training, marketing and sales expertise, and team building tools. Treehouse Marketing, the marketing division of Contractor Nation, helps contractors cut through the noise to have their message heard by the right people, at the right time, in the right place. Through its BrandBlaster program, the Treehouse provides marketing expertise with proven results to contractors within the network, including more recently through programmatic digital out-of-home (DOOH). This partnership gives contractors the support they need to build brand awareness and bring qualified leads, with tremendous success.
Recruitment campaign results in huge growth
For many local service providers working with the Treehouse Marketing, recruiting skilled employees to fully meet their growing demand can be a big challenge. When the organization started advertising using the Campsite network of DOOH screens, they saw an 1100% increase in visits to recruitment pages amongst its clients.
Because of its unique target audience, Treehouse Marketing is not your typical 21st-century digital advertiser, especially when it comes to recruitment. Television advertising remains a strong performer for the organization, as well as standard billboards and paid search. When they started working with Campsite on DOOH advertising, the results were clear.
“Brand lift over the last year has been the biggest we have ever seen, alongside our TV ads”Marcie Cerillo, BrandBlaster Manager with Treehouse Marketing
Easy-to-use platform is key
For Treehouse Marketing, finding a Digital OOH buying platform that was easy-to-use, with outstanding customer service was key for their team to help contractors get campaigns up and running quickly.
The availability of screen level data allows us to tailor each campaign for maximum impact. It is easy to onboard any team member to the Campsite buying platform, fast to roll out a new campaign or modify a current one, and the dedicated team support and service are just beyond amazing.”Marcie Cerillo, BrandBlaster Manager with Treehouse Marketing
Impressed by the results?
Curious how you can see results like Treehouse Marketing? Even if you’ve never tested out the waters in the DOOH space, reach out to one of our experts to discuss your needs and plan your next campaign.