Conversion rate improvement
Conversion rate improvement
A leading Belgian food service company traditionally relies on Out-of-Home (OOH) advertising to promote specific offerings in their restaurants. However, a significant challenge with traditional OOH campaigns is the inability to accurately measure their impact in driving traffic to websites and physical locations nationwide.
Acknowledging the use of OOH, and their foray into DOOH advertising, we proposed to our client a partnership with AdSquare. Specializes in tracking IP addresses from mobile users to create targeted audiences based on collected data, Adsquare offers a novel approach to audience engagement.
Programmads was tasked with the dual setup of executing the DOOH campaign via Displayce and managing Mobile Display within DV360. The DOOH campaign was launched first, for a two-week period in November, to collect sufficient data for AdSquare to define the audiences. Simultaneously, complementary campaigns on YouTube and Xtra Social were deployed through DV360. With the DOOH data collection complete, AdSquare's refined audiences were integrated into DV360 for an extensive Mobile Display campaign throughout December.
Our collaboration with AdSquare enabled a more nuanced evaluation of DOOH campaign effectiveness, highlighting the synergy between disparate channels. The campaign achieved a Click-Through Rate (CTR) of 0.12%. More crucially, it led to a significant uptick in measured conversions, including "restaurant finder" (222 hits) and "menu viewed" (1,038 hits), demonstrating the tangible impact of combining DOOH with strategic digital targeting.
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