DOOH Marketing
Brand Awareness — Paint Brand
2x Store Visit Likelihood
Campaign Objective
Aiming to raise awareness of its products and drive traffic to its retail store locations, a major paint brand activated a digital out-of-home and mobile cross-screen campaign in five key markets across the United States.
Venue Types Used
Audience Targeting Approach
Used place-level audience data to create two custom audiences: 'DIYers' who visited stores like Michael's, JOANN and Home Depot, and 'Priority Retailer Loyalists' who visited the brand's store as well as similar retailers such as Sherwin Williams and Benjamin Moore. Analyzed aggregate audience patterns of both audiences to determine where they were most likely to be at different times throughout the day and activated digital out-of-home and mobile media to reach them.
Results
2x
Store Visit Likelihood vs Control
+91%
Exposed Panelists Self-ID as Frequent Painters
How this was measured: Store-visit likelihood of exposed consumers was compared with a control group, and a post-campaign study surveyed exposed panelists. This result sits above our 3–15% benchmark range for visit lift; see how to read lift figures.
Insight
Exposure to both digital out-of-home and mobile media resulted in a 2x greater likelihood to visit the paint brand's store locations than the control group — highlighting the benefits of cross-screen campaigns and amplifying the effects of DOOH. While the paint brand was the least well-known among consumers prior to the campaign, it experienced the highest lift in awareness by the end. In the post-campaign study, +91% of exposed panelists considered themselves frequent painters, indicating that the campaign effectively reached the target audiences of DIYers and Priority Retailer Loyalists.
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