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 of
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Samsung was looking to increase brand awareness, consideration, and purchase intention for its Samsung Galaxy S21 smartphone in this booming region of the U.S. To increase exposure, the brand turned to Broadsign to leverage the power of out-of-home for its Texas campaign. Joining forces with Samsung’s agency Cheil, Broadsign helped develop a programmatic digital-out-of-home strategy that would target specific audience segments at scale.
Samsung wanted to track, measure, and get a better sense of DOOH’s impact on drive-to-store metrics. The objective was to target specific audience segments, leveraging mobile data signals, with high reach and frequency across multiple DOOH publisher networks, making this campaign a perfect candidate for programmatic execution.
The Campsite DOOH channel-specific DSP was used to plan and create the campaign in partnership with Cheil. To track and measure the DOOH campaign’s full-funnel impact, two other partners were included: MFour to measure brand impact and PlaceIQ for footfall traffic tracking.
Thanks to Campsite’s scale, flexibility, and control, the campaign delivered highly-targeted impressions to on-the-go tech and photo enthusiasts at the most relevant times and places. Exposed devices were passed to the DV360 data marketplace for retargeting.
Campsite’s audience targeting capabilities led to a more efficient media spend compared to traditional location-based buys, resulting in significantly stronger campaign reach and frequency.
Audiences exposed to the DOOH campaign (identified via mobile device IDs) were reached with similar creatives across various online channels for additional reach and engagement, creating a seamless omnichannel experience.
Programmatic DOOH was instrumental in the success of this campaign thanks to the short lead time and flexibility needed in the planning and execution phases.
Increased ad recall with
50%
of exposed audiences recalling seeing the ads
86%
of audiences found the ads likeable
67%
said the campaign gave them a more favourable opinion of the brand and product
6%
lift in brand consideration
7%
lift in purchase intent
1.75x
lift in in-store visitation
“To execute a campaign of this magnitude, we needed a DSP that could deliver on ease of use and transparency – and Campsite performed above and beyond our expectations thanks to its numerous capabilities and capacity to streamline the DOOH-specific workflow. Furthermore, collaborating with Campsite’s team of programmatic digital-out-of-home experts meant seamless execution from start to finish.”
Keri Thomas, Media Supervisor at Cheil
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The OOH industry is projected to grow in 2022 as consumers become more optimistic and spending begins to pick up. According to the latest insights report from the OAAA and Harris Poll Consumer Insights and Intent for Early 2022, 47% of consumers in major cities are noticing OOH ads compared to pre-pandemic levels. The study found that 85% of viewers think OOH ads are useful, with a further 42% saying they pay the most attention to ads that feature promotions or special offers.
As OOH comes back, there are some changes in trends that are occurring throughout the industry. QR codes are making a comeback thanks to their touch-free technology and ability to provide brands with measurable consumer data. In fact, one study found that the number of QR code coupons that will be redeemed by a mobile device in 2022 is expected to reach 5.3 billion – more than triple the 1.3 billion redemptions reported in 2017. With today’s consumers more accustomed to scanning QR codes than ever before, brands are increasingly including them in their campaigns to provide personalized offerings like product information, promotions, and coupons.
With Campsite’s recent partnership with ACTV8me, brands and advertisers can create interactive experiences through the use of dynamic QR codes incorporated into creatives. The partnership enables brands to increase engagement while adding a layer of attribution measurement that helps evaluate OOH ad performance with real-time consumer data.
By incorporating dynamic QR codes into any OOH creative, advertisers can create a direct-to-consumer experience through contextual offerings like coupons and promotions, adding a transactional layer to their campaigns. Consumers can access valuable information that enhances their brand experience by easily scanning and transacting through their mobile devices, helping drive converted sales that can be directly attributed to each campaign.
How it works
QR codes can be easily embedded into the campaign’s creatives. Once campaigns are live, advertisers can access real-time campaign performance data like total unique devices that have scanned codes, number of impressions, total number of QR code scans, and number of offers redeemed. Peak engagement times can also be tracked to give insight into when and how consumers are interacting with a brand.
Incorporating QR codes into OOH campaigns has many benefits for both consumers and advertisers. For brands and agencies, different messaging can be displayed based on factors like time of day or a viewer’s location. This helps to extend the brand’s reach and marketing efforts to new locations, like retail environments, which can help drive sales and foot traffic. When a consumer enters an activated area, they can automatically be prompted with specific notifications and messaging, helping advertisers create an ongoing personalized experience.
Advertisers can also track every interaction and collect data in real-time to create targeted and contextual messaging. Enabling push notifications that deliver additional offers based on the campaign puts the brand in a top-of-mind position for the consumer. QR code-based offers can also help increase digital ad effectiveness by driving brand awareness and interaction without overexposing the consumer to ads. Campaigns can be optimized by A/B testing different offers and messaging in real-time, helping to close the sales loop and prove media marketing attribution.
The CPG and Retail industries are already familiar with the use of QR codes, though they’re way more prominent today than they were in the past. Many of the world’s biggest brands and retailers incorporate QR codes into their OOH campaigns to connect with consumers while helping drive impressions.
Let’s take a look at an example of an alcohol brand that launched a QR code activation campaign to promote its proprietary wine. The campaign ran across 12,000 screens in the US in 1600 building lobbies and elevators for a 2 month period, resulting in over 16 million impressions per month. When scanned, the brand’s QR offer displayed various bottles and wine packs in different sizes and prices ranges. Measurable data collected from this campaign showed a 10% week-to-week increase in customer engagement throughout the duration of the campaign.
Changing an ad’s call-to-action to a QR code can also help increase engagement, even if there is no promotion attached to the campaign. A cinema media company recently conducted a test with a popular movie release to measure the engagement of a QR code versus a vanity URL or text-to-screen CTA. They placed a dynamic QR code on-screen and invited viewers to scan it to unlock a short clip with additional content. The QR code was found to pull 6x more engagement than a vanity URL and 3x more than text-to-screen. For a moviegoer, scanning a QR code is easier and faster as most people have their cell phones with them during previews. For brands and advertisers, simply changing an OOH ad’s CTA from a URL or a 1-800 number can help yield big results in terms of engagement while also allowing them to reach larger and wider audiences.
QR codes pull 6x more engagement than a vanity URL and 3x more than text-to-screen.
Making the comparison between different types of CTAs is critical for marketers and advertisers in evaluating the success of a campaign when it comes to measuring engagement levels. While QR codes can help drive sales or foot traffic, it can be difficult to attribute them to total consumer spend as it ultimately comes down to how good the offer is. If the goal is to drive engagement or create a unique brand experience, QR codes are a great option to turn any campaign into an interactive one.
