DOOH Marketing
Education — Higher Education
+51% Awareness Lift
Campaign Objective
A higher education institution used DOOH media to drive awareness and consideration for their bachelor's and advanced degree programs using programmatic out-of-home.
Venue Types Used
Audience Targeting Approach
Identified consumers who live in zip codes that over-index for key demographic traits of the institution's target audiences. Analyzed aggregate audience patterns of these consumers and activated DOOH ads when and where they had the highest propensity to be throughout their day.
Results
+51%
Awareness Lift
+32%
Consideration Lift
+17%
Recommendation Lift
How this was measured: Result as reported by the campaign's measurement partner; method not independently verified by Goldfish. This result sits above our 3–15% benchmark range for visit lift; see how to read lift figures.
Insight
Campaign exposure in contextually relevant venue types successfully drove lift across all campaign KPIs. The 51% awareness lift, 32% consideration lift, and 17% recommendation lift show that programmatic DOOH is a powerful tool for higher education marketing. By targeting consumers based on zip code demographics and intercepting them in office buildings, malls, and gyms, the institution reached prospective students and career changers in the environments where they live, work, and socialize.
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