Case study: Digital out-of-home and mobile-location deliver offline success for REI
At a time of declining conventional media budgets, out-of-home (OOH) turns out to have discovered some way ahead. The combo of OOH with virtual and mobile-location information is proving to be very efficient.
A working example is REI’s ongoing #OptOutside campaign. The anti-Black Friday commercials had been working for roughly 3 years. Maximum lately, the marketing campaign mixed OOH/virtual OOH (DOOH) and cellular with location information to ship a 14 % elevate in emblem consciousness and seven % elevate in acquire intent. Most significantly, it brought about a three.6x elevate in retailer visitation in comparison with a keep an eye on workforce now not uncovered to the multichannel marketing campaign.
The marketing campaign ran in Washington D.C., Denver and San Francisco and was once a collaboration between the out of doors store, Vistar Media and LiveRamp. REI used LiveRamp to anonymize its first-party information in order that it may well be exported to third-party distributors. Vistar took that information and decided “top propensity spaces” offline the place REI consumers and potentialities (necessarily lookalikes) had been more likely to be all over the day in the ones 3 towns.
Vistar then finished a multichannel marketing campaign with virtual OOH and cellular. Transparent Channel delivered conventional OOH.
The advantage of DOOH is that placements and advert exposures can transfer right through the day to succeed in the supposed target audience, in accordance with location information and ancient motion patterns. In others phrases, if the centered target audience is at level A within the morning and level B within the past due afternoon, DOOH can adapt to these actions and handiest display commercials in the ones places.
Exposures can then be tracked to offline visits and gross sales with POS/CRM integration, even though that wasn’t part of this marketing campaign. In a similar fashion, consumers who seek advice from retail outlets will also be retargeted on cellular units or with OOH/DOOH placements.
In part attributable to the marketing campaign’s efficiency, REI is expanding its proportion of media spend allotted to OOH to about 15 % of the total advertising combine. That’s up from 0 3 years in the past.
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