Product News | October 11, 2021

Why digital wayfinding signage is better for your business

We all know the feeling of walking into a large building and having no idea where to go. Roaming through hallways, taking wrong turns or trying to find someone to show you the way can be an absolute nightmare.

Luckily, this doesn’t stop people from exploring new places. In fact, people spend 70% of their time away from home. To make the journey more exciting, digital wayfinding signage is the way to go.

Show instead of tell

Digital Wayfinding — Adding mobile to the mix makes it even easier to navigate locations. With QR codes, apps and websites, maps and instructions can be sent straight to smartphones so people don’t have to look for another kiosk if they need more information.

With smartphones, tablets and laptops, it is now easier than ever for people to explore their surroundings. And while Google maps and online directories are useful tools, they’re only one piece of the wayfinding puzzle. Digital wayfinding solutions dig deeper to provide people with customized, up-to-date, interactive information.

Beyond what their static ‘you are here’ ancestors can provide, digital touchscreen kiosks and interactive screens show users tailored instructions on how to reach their destination. With highlighted paths and 3D maps, visitors can visualize exactly what route they are going to take.

Better your screens, better your business

Unlike static, digital allows businesses to collect data about user behavior based on searches and clicks. This lets businesses review, monitor and analyze the effectiveness of their digital directory.

Places with high foot traffic can benefit from knowing what stores and services are searched for more often, helping build strategies to make shops more visible and easier to find. The information gained from analytics can help businesses understand what content works and what doesn’t.

User data can help businesses like malls, airports and museums grow and improve their offerings. Search volume can be used to determine which new shops or added services will be most interesting to customers.

And while digital wayfinding signage is a great way to increase customer satisfaction, it is also a useful tool for internal communications. “Building managers and HR personnel can use kiosks and real-time data to better the work environment,” explained Jérôme Hérard, founding partner at ViaDirect, a global leader in digital wayfinding solutions. “With the recent popularity in flexible working conditions, desk sharing and coworking spaces, having a digital system in place to keep everyone informed is essential.”

Update content on the fly

Printed maps and static signs can quickly become outdated, seeing as offices reorganize, exhibits change and shops relocate on a regular basis. Digital wayfinding solutions makes these changes a breeze. With the ability to update maps and directories in minutes, maps are kept up-to-date without having to spend hundreds if not thousands on printing and installing static posters.

Digital screens also have the added ability to display non-wayfinding content. When no one is actively looking for directions, screens can display current weather, event schedules, local news and other interesting content. Locations can also make extra revenue by displaying advertisements on the screen.
Businesses can also add to the user experience by getting creative with their screens’ messages and colors to present an exciting brand identity. Personalized content and wayfinding features leave a positive impression on a user.

Digital wayfinding signage is the perfect solution for businesses to enhance their consumer experience and an easy way to manage and update content.

Product News | October 11, 2021

How BMW Sweden’s first programmatic digital out-of-home campaign drove a 68% increase in dealership visits

German-based automotive brand BMW, known for its luxury vehicles and commitment to innovation, launched its first programmatic digital out-of-home (pDOOH) campaign in Sweden. The initiative was a strategic move to elevate the brand’s presence in this priority market and drive measurable results for its plug-in hybrid BMW 330e Touring.

Objective

The campaign aimed to boost awareness of BMW’s limited-time leasing offer while driving foot traffic to 29 dealerships across Sweden. To measure the campaign’s effectiveness on KPIs like ad recall, brand preference, attribution, brand image and action, a comprehensive brand lift study was conducted in collaboration with Broadsign and Happydemics. Additionally, a foot traffic attribution study, executed in partnership with Broadsign and Spotzi, provided insights into the uplift in showroom visits directly attributable to the campaign.

Strategy

Screens were strategically activated in high-traffic malls, subways, and urban panels near BMW dealerships, maximizing visibility among professionals likely to visit the showrooms. Orchestrated by Mediaplus, the campaign seamlessly integrated DOOH ads via Broadsign’s SSP and Vistar Media DSP, unlocking access to premium Clear Channel Sweden inventory. Mediaplus’ expertise in planning and execution, combined with Broadsign and Vistar Media’s advanced technology for targeting and optimization, ensured the campaign delivered maximum reach and meaningful engagement across key locations.

Results

To assess the campaign’s impact on brand metrics, a brand lift study was conducted in partnership with Broadsign and Happydemics, focusing on key brand metrics. Audiences within a viewable area near campaign screens were surveyed, with uplift measured by comparing responses from non-ad-recallers (control group) and ad-recallers (exposed group).

Boost in brand preference

The campaign significantly boosted brand preference, delivering a 156% uplift when comparing ad recallers to non-recallers. Overall, 41% of those who recalled the ads indicated a preference for BMW over its key competitors, highlighting the campaign’s effectiveness in swaying consumer opinion.

Powerful ad recall

The strategic placement of ads in malls, subways and urban panels resulted in repeated exposure, leaving a lasting impression on the target audience. The campaign achieved 6.9M impressions and 4.5M ad plays, with 53% of ad recallers reporting that they saw the ad multiple times, reinforcing the message and enhancing brand recognition.

Significant Brand Attribution

BMW’s strong visual identity played a crucial role in the campaign’s success, with 61% of ad recallers correctly attributing the ad to the brand. The campaign’s impact was further underscored by an 11% uplift in attribution, demonstrating the ads’ ability to capture and retain consumer attention. These attribution results ranked in the top 15% worldwide for Automotive DOOH campaigns measured by Happydemics.

Big Impact on positive brand image

The campaign successfully shifted ambivalent perceptions, with a notable decrease of 28% among neutral consumers. 48% of ad recallers now hold a positive or very positive impression of the brand — a 188% uplift. According to Happydemics, the campaign ranked in the top 10% for brand image uplift among DOOH campaigns in the Automotive category.

Inspired consumer action

Beyond raising brand awareness, 55% of ad-recallers intended to take action on what they saw, representing a 450% uplift. Specifically, 17% of ad recallers expressed intent to purchase BMW products, while 15% planned to look up reviews, showcasing the campaign’s effectiveness in driving both interest and intent.

DOOH drove customers to dealerships

A foot traffic study was conducted in collaboration with Broadsign and Spotzi to measure the impact of the campaign on dealership visitation. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a BMW dealership location.

The campaign led to a 68% increase in visits to BMW dealerships among exposed consumers, with about half of the visits occurring the day after exposure and the remainder within 10 days.

Nearly every dealership measured saw a rise in foot traffic, demonstrating the campaign’s powerful influence on consumer behaviour. While larger, high-traffic dealerships experienced the most significant gains, several mid- and lower-volume locations rose to the top. Moreover, DOOH assets closest to dealerships had the strongest impact. The campaign’s success was evident across the dealership network, highlighting programmatic DOOH’s ability to deliver consistent results in multiple regions.

Month: November 2017