"Automates out-of-home advertising campaign management effortlessly"
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Updated 3 Days Ago
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3 Advocates
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2 Verified Clients
Nutshell
Broadsign helps marketers streamline outdoor ad campaigns with automated management tools. It integrates programmatic and static inventory, facilitating seamless ad delivery across various locations. Whether targeting specific audiences or managing digital displays, Broadsign simplifies the logistics. This is crucial as ad placements become increasingly complex and data-driven.
In Detail
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Broadsign's Website Claims...
A summary of the claims made on Broadsign's website as noticed by our bot, Vinny.
Global Platform Reach
Broadsign claims that they are the world's most trusted OOH platform with a +1.5M signs and over 100 countries supported.
Extensive Campaign Success
Broadsign claims that their platform drives significant improvements like a 500% lift in consumer intent with programmatic DOOH campaigns.
Innovative Programmatic Advertising
Broadsign claims that they excel in programmatic DOOH, offering tailored ad targeting and boosting brand metrics significantly.
Case Studies
BMW's pDOOH drove a 68% increased dealership foot traffic.
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Increase in dealership visits
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Brand preference uplift
Situation
BMW Sweden embraced programmatic DOOH
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First pDOOH campaign by BMW Sweden
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Targeted limited-time leasing offer for hybrid car
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Collaborations for study insights with Broadsign
BMW Sweden's ambition was to capture a strong market presence by launching its first-ever programmatic digital out-of-home (pDOOH) campaign. The Swedish market was strategically prioritized for the plug-in hybrid BMW 330e Touring. The aim was to boost awareness of a limited leasing offer, thereby driving more foot traffic to 29 dealerships across the country. By partnering with Broadsign and Happydemics, BMW was able to undertake comprehensive studies revealing brand lift and foot traffic results. As part of their strategy, BMW utilized high-traffic environments like malls and subway locations to reach potential customers effectively.
Task
Boost foot traffic and brand preference
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Enhance dealership foot traffic and brand metrics
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Utilize high-traffic screens for audience reach
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Measure effectiveness through strategic collaborations
BMW Sweden aimed to elevate brand preference and dealership visits via a well-coordinated pDOOH campaign. The task was to measure and enhance customer metrics such as brand recall, preference, and showroom foot traffic. Broadsign collaborated to create a statistically robust study to measure effectiveness in real-time. The audience exposure in areas around active campaign screens enabled an accurate foot traffic attribution. This required precision in ad positioning and keen targeting to reach the intended customer base effectively and efficiently.
Action
Strategically placed high-traffic DOOH screens
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Deployed ads at key traffic hubs
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Collaboration with Mediaplus for inventory access
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Repeated exposures for effective message delivery
The campaign employed strategic placements of digital ads in populated malls, subway systems, and urban settings around BMW dealerships. Managed by Mediaplus and utilizing Broadsign's SSP and Vistar Media DSP, the campaign accessed premium inventory through Clear Channel Sweden. Broadsign's advanced campaign management enabled optimal targeting and ad delivery. This coordination between Mediaplus and platform partners ensured maximum reach and effective customer engagement. The methodical deployment of the DOOH campaign entailed repeated ad exposures, ensuring the messaging reached a high frequency within target demographics.
Result
68% rise in dealership visits
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156% uplift in brand preference
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68% rise in dealership foot traffic
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Significant increase in consumer action intent
The strategic DOOH campaign not only achieved a remarkable 68% increase in foot traffic but also resulted in significant boosts in brand preference and consumer action intent. By comparing ad recallers with non-recallers, the study evidenced a 156% uplift in brand preference. Around 41% of ad recallers showed a preference for BMW, and 55% indicated intent to act, such as visiting a dealership or exploring more about BMW vehicles. Additionally, 11% of ad recallers noted stronger brand attribution. The success narrative extended across various locations, demonstrating programmatic DOOH's efficacy in maximizing automotive brand engagement and action.
Keywords
PROGRAMMATIC DOOH
BMW SWEDEN CAMPAIGN
DEALERSHIP FOOT TRAFFIC
BRAND LIFT STUDY
DIGITAL OUT-OF-HOME ADVERTISING
Out of Home Advertising Q & A
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