Activating Programmatic DOOH in the heartlands of our target audience
Dementia UK had never activated a digital media campaign before, and despite there being an awareness of Dementia in the UK, there is still a general lack of understanding of the disease and the charity.
Our objective was to build on and increase awareness, as well as driving signs-ups to the email journey, particularly amongst the care-giving audience and the people alongside sufferers themselves.
What we did
Audience analysis prior to the campaign highlighted that our target audience charted highly in consumption of OOH media. They also indexed highly in the key cities of Bristol, Birmingham, Leeds, Liverpool and Sheffield.
This leant itself perfectly to the use of Programmatic DOOH, which would allow us to be agile in where and when we displayed our awareness message, specifically in bus shelter placements to capture carers in their trips in and out of town centres.
Our social media activations would then aim to convert the awareness built in these areas.
Using our programmatic DOOH partner, Sage and Archer, we were able to deliver over 1.4M DOOH impressions across the 5 cities. We achieved an estimated 4.4M impacts, beating our reach target by 33% and delivering a cost per Impact of well below £0.01. Our digital OOH activations helped to create a halo effect on direct and organic traffic to the site increasing baseline traffic by 7,300 visits.
This drove strong volumes in sign-ups and conversion rates in DOOH targeted areas according to GA. On top of great performance metrics, one of the huge benefits of programmatic DOOH was the flexibility with our budget, which wouldn’t be possible with a traditional OOH media buying.
Increase in baseline site traffic