DOOH Marketing
Healthcare — OTC Medication
$36.83 Return on Ad Spend
Campaign Objective
A large healthcare company wanted to increase brand awareness and inform shoppers with certain health conditions about how their OTC medication can help. The campaign targeted consumers with high blood pressure, joint pain, knee pain, and minor arthritis pain.
Venue Types Used
Audience Targeting Approach
Used location and spending data to build audiences of people with high blood pressure, joint pain, knee pain, and minor arthritis pain. Created condition-specific messaging for each segment. Included a $5 off coupon with purchase of two adult products. Analyzed movement patterns and activated DOOH across billboards, street furniture, pharmacies, and gyms.
Results
$36.83
Return on Ad Spend (ROAS)
17%
New Purchasers to the Brand
35%
New Purchasers to the Category
Insight
Campaign exposure in contextually relevant venue types successfully drove lift across all campaign KPIs, delivering a remarkable $36.83 return on ad spend. The campaign brought 17% new purchasers to the brand and 35% new purchasers to the category entirely. Strong performance led the healthcare company to incorporate DOOH as an ongoing channel to deliver consumers messages that matter to them — in the environments where health decisions are top of mind.