THE CHALLENGE
REACHING THE MOST RELEVANT AUDIENCE WITH DATA-DRIVEN PRECISION
Digital out-of-home (DOOH) is gaining attention from advertisers and digital agencies.
Why? Because advertisers can benefit from the opportunity to use data-driven decisioning
to reach the right audience, boost brand recall, and influence purchase decisions.
Combined with the quick impact and high visibility of ads DOOH can offer, German drinks
company VILSA-BRUNNEN chose to use our DOOH product for its latest campaign.
VILSA’s game plan was simple: maximise brand awareness and engagement within its
target audience. To achieve its goal, it launched a competition that gave local football clubs
the chance to play in the VfL Wolfsburg’s prestigious Volkswagen Arena.
THE SOLUTION
LEVERAGING A TOOL BUILT FOR OPTIMAL TARGETED REACH
Working with its agency, Peak Value, and our partner, MINT Square, VILSA put DOOH to the
test. For the first half of the campaign, it leaned on our Audience Reach Percentage (ARP)
feature to identify and reach its desired audience, made up of football fans and grassroots
players. The DOOH creatives invited the audience to enter the competition by submitting a
video with their football team.
In the second half of the campaign, the team used their learnings to address VILSA
customers directly, encouraging them to vote for their favourite team – using their receipt
from buying a bottle of VILSA water – which would make ‘the game of their lives’ possible.
THE RESULTS
USING INTELLIGENT TECHNOLOGY TO DELIVER 90% OF IMPRESSIONS TO DESIRED AUDIENCE
Our platform continually scored the relevance of every digital out-of-home screen in
relation to VILSA’s audience requirements. Thanks to ARP, VILSA was able to make
informed decisions for DOOH inventory and further fine-tune their campaign strategy
around their key performance indicators (KPIs).
By using the relevance of DOOH screens, ARP enabled VILSA to calibrate their DOOH
audiences and reach those users with their brand. This level of precision and insight
would have likely remained unattainable without the pivotal ARP feature, cementing the
client’s commitment to using it as a critical aspect of this campaign.
The campaign generated an uplift of 4.6 million audience impressions. In fact, 90% of
impressions were delivered to the desired target audience, reducing scattering losses
across the brand’s digital out-of-home campaign.
What is Audience Reach Percentage and how does it work?
Audience Reach Percentage (ARP) is a tool built to optimise
targeted reach. It enables advertisers to strategically allocate
media budgets towards the most relevant DOOH screens within
a specific radius – according to their desired audience.
ARP works by aggregating mobile device data collected within
proximity to specific DOOH screens, which is then mapped to
audience segments within our platform. Advertisers can then
determine budget allocation according to a meticulously
calculated score for each screen, evaluated on an hourly basis,
ensuring optimal alignment with a brand’s target audience.
Interested in learning more about ARP? Read now on the The Resource Desk.
Reach out to The Trade Desk today to learn how to activate DOOH ARP for your next campaign to help drive brand awareness and engagement.