Driving search and PPC performance through digital billboards - Fujifilm Instax case study

Fujifilm is an iconic brand that has reinventing itself over the past decades. In 2020, it's become part of a retro pop culture with products like the Instax, a camera that's making the rounds on photo sharing platforms such as Instagram.

Fujifilm and their digital agency bfound wanted to get people interested in its multiple Fujifilm Instax SKUs, but also drive online conversions, so it went with an integrated approach, using digital billboards to drive up search traffic, while capturing that increase with performance ads.

 

 

The Fujifilm ad ran on digital screens in key office buildings and corporate locations, as well as popular residential buildings, in areas such as Dubai Marina, The Palm, DIFC Gate District, JLT and Media City.

The campaign was planned through the TPS Engage platform to run at peak traffic hours in order to optimise budget: 7-10 AM, 5-8PM for both corporate and residential, with the addition of 12-3 PM for corporate offices.

After a month of running this campaign in these key locations with hourly planning, we could identify what worked and what didn't, in order to adapt future initiatives.

What worked: 

  • The campaign, along with some tweaks to ads, increased the performance of online marketing
    • +41% increase in link clicks
    • +66% increase in unique people reached through online ads (due to higher ad score)
    • +68% increase in impressions
  • Additionally, the campaign saw an increase in brand name search traffic related to Instax, Fujifilm and Fuji on days when the Digital Out of Home campaign was active

Learnings:

  • Despite generating clear interest in the product, the unique discount code was not highly used - for products such as Fujifilm Instax, where DOOH was used to drive demand, the discount did not have an important role in the decision making process for clients
  • Multiple creatives - the campaign could drive additional demand and interest by alternating creatives and using contextual moments to connect with consumers (photos at sunrise, photos at sunset, food photos etc.)

Fujifilm's Instax campaign is a great example of using an integrated approach between digital billboards and online ads to drive demand and interest, then capturing it through online marketing efforts.

See additional data and information on the case study here.

This campaign was made possible through Elevision's robust media inventory and was programmatically planned through TPS Engage's contextual micro-buying platform, supported by Broadsign's SSP.


How bfound increased search traffic using hourly digital billboards and CPC optimisation

One of the main challenges of advertising on billboards, be it print or digital, is to properly track the impact of your campaign. In this case study, we're going to share what worked and what didn't - so you can learn and adapt your future Digital Out of Home campaigns.

The company bfound is a local digital marketing solutions agency based in Dubai, UAE. Their clients are mostly local small to medium businesses that are trying to increase the number of leads and potential clients.

Now, more than ever, running a digital agency is a huge challenge. Clients are bombarded with options and despite having a superior product, sometimes you don't manage to break through the clutter in order to reach your audience with the right message in order to build the trust you need for them to choose you.

bfound created a very simple animated visual to showcase the variety of services.

 

This ad ran between 9-10 AM, 12-1 PM, as well as 1-3 PM on select days for only two weeks - meaning the company could optimize their spend and not book hours that they didn't consider relevant for their target audience. The campaign ran on 50 screens in various indoor locations in Dubai, targeting mostly entrepreneurs and a general white collar audience.

How can you measure the impact of this small 10 days campaign, you might ask. It's an extremely valid question. To isolate, we looked at search and direct traffic on campaign days compared to the previous month. Here's what worked:

  • +31.95% CPC search traffic in campaign days (one month before, search CPC campaigns were optimised, yet results increased considerably in the campaign period compared to the previous month)
  • +2.85% overall traffic in campaign period compared to the month before

And since the purpose of a case study is to show learnings, meaning things that did not pan out, here's what didn't work:

  • Direct leads calling the unique phone number - as expected, digital billboards, unless they go viral online, do not provide direct leads. However, they can support online or mobile ads by building brand trust, leading to higher CTR and even lower CPC due to increased ad score
  • Direct traffic - similar to direct leads, people remembered the company, but not the website name, so they searched for the name online, then ended up on the website via their preferred search engine

This was bfound's first digital billboard campaign. It managed to treat the campaign as similar as possible to its online marketing efforts and saw that together with a traditional performance campaign, Digital Out of Home can provide a significant uplift despite using a small optimised budget.

You can see more data and information on the case study here.

This campaign was made possible through Elevision's "Support your Local Community" fund and was programmatically planned through TPS Engage's DSP platform, supported by Broadsign's SSP.


TPS Engage & Carrefour - using contextual DOOH to increase in-store sales

Supermarkets are crowded places. There are a lot of brands competing for your attention at the same time. So how does one manage to stand out in the clutter and make a lasting impact, but, more importantly, convince customers to buy more?

Together with Carrefour, TPS Engage helped Aqua Carpatica test and find the answer to this question. Aqua Carpatica planned 57 different contextual creatives on digital signage within key Carrefour locations. Through TPS Engage's technology, they were able to serve each message precisely at the right time and increase their chances of being consumers noticing the message. And they did.

The contextual campaign resulted in a a 32% increase in total sales volume. 

More information on the campaign can be seen in the video below - we hope this inspires you to think differently about your next Digital Out of Home campaign. Curious to learn more? Reach out.

 


SMB Case: Doubling sales for virtual escape experience using digital billboards in key subway stations

It's been a challenging year for all businesses, but especially local small and medium businesses. Not only do they have to face everyday entrepreneurship challenges, they now have to adapt to an ever-changing reality and be even quicker on their feet when it comes to their marketing and communication efforts.

 

Virtual Escape, a small virtual escape studio in Bucharest, decided to use digital screens in subway stations found in proximity to their location in order to attract customers. They planned their micro-campaign taking into account local regulation and making sure they don't overextend its length, in order to be able to quickly adapt if a new regulation would come into place.

 

Only planning to run on week days, the campaign ran in total for just 13 days, with stunning results for the company:

  • In total, it received 51% more website visitors compared to the previous month
  • Direct traffic, a clear indicator of people remembering the website from an external source, was up 61%
  • Search traffic, often linked with Out of Home campaigns, was also up 16%
  • Most importantly, the business doubled its sales during the month it had its digital billboard campaign running

VirtualEscape.ro on a subway screen planned through TPS EngageThis is a great example of how even a small company can use the impact of digital screens and billboards to attract customers, even with reduced foot traffic. Picking the right locations and showing the right message is still key in a Digital Out of Home campaign.

The micro-buying campaign was planned using TPS Engage's self-service platform. Create an account here to book hourly slots with no minimum buy-in on over 100.000 digital billboards worldwide.


Using cross-border DOOH micro-buying during COVID-19 lockdowns to deliver 340% more direct leads

The K-Startup Grand Challenge (KSGC) is the main Korean government program dedicated to foreign startups. Active since 2016, over 7.400 international startups have applied to be part of the program, despite the program being notoriously selective, with less than 1% of startups selected to participate. The initiative is organized by the National IT Promotion Agency and funded by the Ministry of SMEs and Startups of South Korea. 

 

Each year, KSGC promotes the program in order to attract the most promising and competitive startups. For the 2020 edition, it faced a unique challenge - how do you convince startups to apply in the middle of the COVID-19 pandemic and, furthermore, convince them to travel to Korea? 

 

In order to build trust with its target audience and boost conversation rate on its geo-targeted online campaigns, KSGC used TPS Engage to buy targeted hourly slots in key locations as part of a pilot project. In order to accurately track the impact of the targeted campaign, it was deployed exclusively in CEE.

The content that ran on the screens was an adapted version of the video running on social media, targeting locations such as subway stations near startup hubs, as well as outdoor screens in both countries near key corporate offices. 

In order to optimise the investment, the ads only ran at key hours, maximising exposure and efficiency while keeping the budget under control. 

 

The objective of the campaign was laser focused - attracting startups to apply to be part of the project. Despite the challenging COVID-19 context, the KSGC pilot project delivered outstanding results, with an average 340% more startups applying from the two countries compared to previous years. 

Creating international targeted campaigns on Digital Out of Home is now easier and more efficient than it has ever been. Studies have shown that strategically adding DOOH to your marketing mix leads to a 37% uplift in effectiveness, while running contextual campaigns based on data triggers leads, on average, to an additional 16% increase in sales. 

 

Find out more about how to efficiently use DOOH in your campaigns - create your account now


TPS Engage and Samsung offer an enhanced and personalised retail experience

The news is officially out.

We’re proud to share that, during the last months, we have been working closely with our partners from Samsung to see how their newly reopened Samsung Experience Store could better serve their clients.

One of the most impressive parts of visiting such a concept store is the visual impact. Especially in the case of Samsung, the multitude of digital screens showing beautiful high-resolution images is truly a visual experience.

Most of the time though, the content you see on these screens is either extremely generic, in the hopes of making it relevant to as many people as possible, or simply dedicated to a specific customer category (such as the Samsung A-series).

Our goal was to track in real time what is happening in the store and personalise the content according to the reality of visitors in the shop. All this sounds great, but the true challenge is implementing it in a real life scenario — and we could not have done this without the help of our exclusive partners, omniX labs.

With omniX’s help, we can now know what people are visiting the Samsung Experience Store — this, combined with TPS Engage’s technology, leads to real time customisation. This means that if the store has a higher concentration of women in a certain age range, the content on the screens adapts to products designed for that type of consumer. Obviously, it also shows additional content, but it prioritizes certain messages and visuals.

Dynamic product offering based on store traffic.

Apart from the obvious retail analytics benefit, this allows Samsung to live-test their key messages and check their performance in a real shop, with real people. In time, this will lead to more down to earth messages, less confusion regarding what works and what doesn’t and hopefully, less generic visuals in an attempt to please as much as you can of the crowd. Instead, we will deliver content dynamically to best serve the people who are in proximity of it.

The Samsung Experience Store is the first of its kind to offer this kind of customisation. You can visit it in Baneasa Shopping City in Bucharest, Romania.

Multiple screens that adapt to nearby clients' persona.

How an NGO achieved 2.7x ROI using Digital Out of Home through TPS Engage

Marketing an NGO is difficult.

Budgets are low and expectations are sky high — especially when your target is more than selling a product, it’s helping people. Some things you manage to get for free, but some you have to pay for. When you do have a budget, you need to make sure every dollar you’re paying is bringing back more. And that’s exactly what Hospice did.

Hospice is an international NGO specialised in palliative care. In November 2018, they organised a charitable concert — all the proceedings would go to support the NGO beneficiaries.

Their marketing effort went mostly into online channel such as Facebook and Google. In 2 months, they sold approximately 50% of available tickets, however, the concert was only days away and every unsold ticket meant lost money.

In an attempt to quickly revamp their media strategy, Hospice decided to try Digital Out of Home, more specifically subway station screens. They choose stations where they knew their target audience was in order to use their budget more efficiently. In addition, they kept track of their sales in real time and updated the creative based on the campaign’s performance.

This change made up for a lot of lost ground for Hospice.

With an investment of under 1.000$, they had a ROI of 273% and managed to sell the remaining tickets in just one week. They had a small budget, but decided to use it efficiently and only target places with high affinity towards their message — mostly stations frequented by white collars.

Hospice is a great example of how even small budgets can make a difference when paired with the proper tools.

Quick overview of the campaign below for ease of sharing:


TPS Engage and Uber Eats - Contextual DOOH drives hyper-local food ordering

The food delivery industry is extremely competitive — standing out in today’s busy and fast world is more important than ever.

You only get one chance to capture your potential customer’s attention — delivering an irrelevant message in that valuable moment means wasting one of the biggest asset an advertiser has: people’s attention.

For Uber Eats, proximity delivery is important for two reasons:

1. Showing local restaurants convinces more people to use their service

2. It optimises their logistics and makes orders more affordable

Uber Eats used the TPS Engage dynamic content planning tool to automatically show different call to action messages and restaurants on different screens, based on proximity. In addition, the messages would automatically change to promote lunch or dinner dishes based on time of day.

Curious to see more? The full case study is linked below!


How Green Dental used DOOH to increase appointments and attract new clients

Context

Green Dental is an eco-friendly dental clinic. With an already loyal customer base, they decided to add Digital Out of Home (DOOH) in their marketing mix in order to boost consideration and attract new clients by redirecting a fragment of their online advertising budget. The addition of DOOH proved to yield significant incremental results.

Results

For the period with DOOH campaign active:

· 37% increase in scheduled appointments

· 50% increase of new patients that used the clinic’s services

· 400% increase of website visits

The combination of highly effective hours and clear cut creatives distributed strategically on 57 screens lead to enhanced results and an optimised budget compared to a standard campaign. Green Dental’s ads were running when their impact was the highest.

Strategy & Execution

Green Dental decided to geo-target their demographic through subway screens and premium Digital Out of Home near corporate headquarters, using real time data to optimise budget for high frequency & attention hours.

The creatives clearly showed the benefits of their services and the time limited discount, creating a sense of urgency.


What is Digital Out of Home (DOOH)?

Note: This post was initially published on our Medium blog. The article you are reading here has been updated to better reflect a post COVID-19 world. 

Outdoor advertising and quarantine measures 

The truth is the global coronavirus pandemic has taken a heavy toll on the outdoor advertising industry. Traditional OOH has plummeted, with IAB estimating a -50% reduction in budgets going towards this channel. While Digital Out of Home has also been affected, it has seen less of an impact because of the relative ease of creating and planning new creatives.

Additionally, DOOH is also supported by ad-tech providing dynamic capabilities (such as TPS Engage), allowing advertisers to quickly execute international campaigns based on the quarantine status. We've even worked with governments in order to use DOOH as a real time channel and keep people informed with relevant statistics.

Simply put, if you're considering a DOOH campaign anywhere in the world, make sure you truly understand the context of each market. We recommend planning short term campaigns so that you can easily adapt based on the global situation. We'd be happy to help, feel free to reach out.

Now back to the original topic... 

Digital Out Of Home (DOOH) refers to any type of digital billboards used for advertising — be it indoor or outdoor. This is the really short answer. Why you should care and why Digital Out Of Home can be perfect for your business, that’s another story. We’ll tell you all about it, no worries.

First things first:

Fun fact: the word “billboard” originally meant “any sort of board where bills were meant to be posted,” 1845, American English, from bill (n.1) “written public notice”.

Before DOOH, it was OOH, you might be more familiar with this term. It means Out Of Home. In advertising, this refers to all the billboards and panels that you can see outside your home. They can be any size, and their location can also vary: from interstates, airports, city streets, malls, or bus stations, but also advertising panels on taxies, buses, trains, in pubs, restaurants or other establishments.

Digital Out Of Home, DOOH, is OOH but all digital, of course, and it’s the hottest trend on the market. The Interactive Advertising Bureau’s Digital Out of Home Buyer’s Guide defined DOOH from a single image electronic displays to full motion videos in a variety of formats, that can (but do not always) allow interaction via touchscreen, NFC, iBeacon, mobile phone, or other digital channels.

As you probably noticed, DOOH is everywhere, is fun, dynamic, catches the eye, and if done smart, catches the heart as well. In this day and age, there is a tendency to think that the online stole the show and all good adverting is made exclusively on the small screens (tablets and smartphones). The good news is that this is not true. OOH made a huge comeback with the help of Digital Out of Home, and the most prominent companies around the world are readjusting their budgets with an extra focus on it.

Why? The numbers speak better than words in this case.

In a research made by Nielsen, the graphics show us that about 60% of Americans see a digital billboard each month. According to PwC’s Global Entertainment and Media Outlook: 2017–2021, the DOOH market is projected to reach $5.1 billion by 2021 and will constitute nearly half of all OOH revenue in the US. In other markets, DOOH has already surpassed traditional outdoor advertising.

How to use DOOH properly for your business

Content

Context

Screen

Photo by Evonics from Pexels

How to buy media with DOOH if you are a small business

How do you measure your success?

1. Custom creatives for various contexts (day, night, weather) - with dynamic tech like TPS Engage provides, even your own data (such as website traffic behaviour) can be a trigger for what type of content you show on screens

2. Adaptive message for each screen location (transit, interstate billboard, mall totems etc.)

3. Complimentary online campaign with a clear CTA (discount or other benefit) to capitalise on the interest generated by digital screens

To recap, make your first DOOH campaign a success considering these aspects:

Consistency — This is again about the story that we were telling you before. Make sure is the same story, adapted to the context and screen

Display — There are other displays out there, not only billboards. See the list when you sign up and choose wisely

Info — Make sure that you communicate real information about your business, that is representative and makes you stand out in the crowd.

The future of DOOH is bright, so make the most of it and use it for your business. TPS Engage is a platform that already connects over 100.000 screens in the US, Europe, MENA and APAC regions. 

Register for free to see how the platform can work for you!