Case Study: Integrating Digital Out of Home

Challenge

This car sharing company was looking to drive awareness in key regional markets, and wanted to measure the impact of upper funnel campaign tactics, while taking into account their other mid and lower funnel display and non-display initiatives.

Solution

Accordant structured a comprehensive eight week upper funnel ad campaign consisting of online video and digital-out-of-home (“DOOH”) tactics:
  • The DOOH was targeted to key DMAs, with geo-fencing around car rental ‘pods’. DOOH locations included office buildings, gyms, billboards, and NYC subways
  • Accordant developed custom multivariate regression models to measure impact of DOOH on three KPIs: rental registrations, rental reservations, and site visits
  • The models controlled for various factors including time of day, day of week, seasonality, national holidays, and geo market
  • An attribution analysis also incorporated data from existing multi-channel (display, mobile, social, search, affiliate) and multi-tactic (behavioral, contextual, prospecting, retargeting) campaigns, plus the advertiser’s marketing initiatives (e.g. Flash Sales) and distribution changes (e.g. new rental pods, new cars)

Results

Through sophisticated analytics, Accordant successfully bridged online and offline channels enabling performance evaluation in comparable terms:
  • Empirical attribution showed 4%-6% lift in registrations, reservations and site visits from DOOH/video, incremental to existing marketing efforts
  • Registration and reservation CPAs were comparable to prior DRTV campaign