Month: July 2024

Product News | October 11, 2021

White Claw’s programmatic digital out-of-home campaign drives 74% lift in purchase consideration for vodka launch

Following its major growth after entering the hard seltzer market in 2016, global alcohol brand White Claw now holds over 50% U.S. market share in the category. 

Created and manufactured under the Mark Anthony Group, the brand’s popularity surged with the release of White Claw Original, quickly becoming a favourite among millennials and young adults. It later expanded its offerings to include various hard seltzer and hard iced tea products like White Claw Surf™, White Claw Surge™, and White Claw Iced Tea™. 

With a strong identity and loyal customer base, the brand sought to raise awareness for the launch of White Claw Spirits™ Premium Vodka, its first product in the spirits category. To do this, White Claw worked with agency partner Haworth Marketing + Media to run a programmatic digital out-of-home (pDOOH) campaign through Broadsign’s supply-side platform (SSP).

Objective & Strategy

Looking to drive impressions and sales, the DOOH campaign featured high-impact, high-energy ads starring actor and comedian JB Smoove. Made up of static and digital inventory, it was executed as part of the brand’s ‘Smooove Thoughts’ omnichannel campaign alongside other channels like online video, connected TV, paid social, and display.

The ads ran across major U.S. markets like NYC, LA, Chicago, Miami, Tampa, Dallas, Austin,  Atlanta, Las Vegas, Philadelphia, and Indianapolis. To reach legal drinking-age adults, especially Gen Z, Millennials, and Young Professionals aged 25-44, the brand strategically activated ads in key locations and venue types frequented by its target demographic.

Employing contextual targeting, ads were placed in entertainment venues like bars and casual dining spots, as well as in office buildings, residential apartments, rideshare vehicles including in-car screens and toppers, and on outdoor billboards and urban panels. Additionally, screens with the highest concentration of audiences aged 25 and above were specifically chosen.

Point of interest locations were also included, with White Claw placing ads in a certain radius around bars and liquor stores that carry its vodka line. Ad creative featured eye-catching visuals with JB Smoove delivering the tagline “White Claw™ Vodka Ain’t Smooth. It’s Smooove”, cleverly reflecting the vodka’s smooth finish. 

Technology Partners

Broadsign leveraged its DOOH expertise to create detailed campaign proposals alongside Haworth, identifying audiences, locations, and other campaign parameters that were then uploaded and executed via an omnichannel DSP.

With the campaign set to run across multiple markets, the proposal included a comprehensive inventory list from several OOH media owners that aligned with the targeting specifications for each geographic area. Since each inventory line included screens from several media owners, operators at the DSP could select and upload curated packages of different environments and venue types, simplifying the campaign setup and cutting down the time it took to activate this complex campaign.

Device IDs exposed to programmatic OOH during the campaign were used as a retargeting audience for programmatic OLV/CTV tactics.

Results

Two brand lift studies were conducted in collaboration with Broadsign and Happydemics to measure the impact of the ads on recall, brand image, and intent. The first campaign flight ran during a four-week period in the summer, from July 12th through August 13th, 2023. The second flight was during the winter campaign from November 20th through December 17th, 2023.

Big impact on brand preference

Being a new product at the beginning of the campaign, White Claw™ Vodka entered the market with a lower brand preference rating among consumers. Following the first campaign flight, the brand saw a +800% lift in preference, where nearly 10% of ad recallers said they preferred White Claw™ Vodka compared to just 1% of non-ad recallers. The upward trend continued during its winter campaign, with the product ranking as the second most preferred vodka amongst ad-recallers.

Strong ad recall rates

Repeated exposure drove a lasting impression among ad recallers, enhancing campaign effectiveness. The media mix included billboards and urban panels that resonated with the metropolitan crowd, resulting in over 84% of impressions. Other venue types, like office buildings, bars, and apartment buildings, rounded out the DOOH media, leading to 57% of survey respondents saying they saw the ads at least once.

Clear campaign attribution

Broadsign conducted two waves of research with Happydemics to track attribution. The brand’s summer campaign experienced a +33% uplift in attribution, where 44% of recallers could correctly identify the ads as referring to White Claw™ Vodka. With strong and clear messaging, the creative positioned the new product as a standout in the market, surpassing competitors by a considerable margin. The continuity of creative messaging across both summer and winter campaigns resulted in impressive outcomes for the new product launch.

Major boost in brand image and purchase consideration 

More than an awareness channel, White Claw’s campaign demonstrated that OOH advertising positively influences brand image and purchase consideration. The summer flight resulted in a +144% lift in positive brand image, while the winter delivery elevated positive impressions with a +100% lift, proving audiences didn’t just remember the campaign – they liked what they saw. 

The brand was highly successful when it came to driving purchase consideration for White Claw™ Vodka: 1 in 3 ad recallers said they would ‘absolutely’ try its new spirit following the summer campaign. Overall, there was a +74% lift in consideration, where over half of ad recallers said they would consider trying the product compared to 31% of non-ad recallers. 

The winter campaign also moved the needle. Turning skeptics into potential buyers, results showed a 32% decrease in the ‘Not at All’ likely to consider category and a 13% decrease in the ‘Maybes,’ nudging fence-sitters and building momentum to try the new vodka product. The staggering 119% increase in the ‘Absolutely’ category proved OOH’s success in creating solid, committed White Claw™ Vodka enthusiasts.

Overall, White Claw’s campaign resulted in a bold OOH delivery that made a statement and caught audiences’ attention – a ‘smooove’ win for the brand. 

Want the campaign highlights? Download the case study below.

Download case study

Product News | October 11, 2021

Understanding (D)OOH metrics: How to measure the success of out-of-home advertising

Understanding the right metrics can make or break your strategy when managing any advertising campaign—and digital out-of-home (DOOH) is no different. Thanks to evolving out-of-home (OOH) measurement and attribution capabilities, successful DOOH advertising now goes beyond displaying an ad on a digital billboard; it’s about reaching the right audience at the right moment with measurable impact. In today’s advertising landscape, where every dollar must show results, relying on outdated methods to track impressions and reach won’t cut it.

In this blog, we’ll break down the key metrics that define DOOH advertising and explain how they stand apart from other forms of digital advertising. Whether you’re a seasoned marketer or new to out-of-home advertising, understanding these metrics is crucial to leveraging DOOH effectively in your marketing strategy.

Jump to:

How digital technology transformed out-of-home ad measurement

Tracking OOH impressions used to be tricky due to its broad, one-to-many nature. For example, measuring how many people pass a billboard is more complex than tracking views on an online ad. But with digital OOH, that’s changing.

Unlike static OOH, which relied on broad reach estimates, DOOH uses technology like in-screen sensors, mobile tracking, and geolocation to provide more accurate audience insights. Advertisers can now track who’s viewing ads, when, and even actions like visiting a store or website. Programmatic DOOH (pDOOH) has further transformed the space, allowing automated ad buying and detailed performance reports. This level of tracking and attribution brings DOOH closer to the precision of online advertising, making it a key part of today’s marketing strategy.

READ ALSO: Learn how media buyers can account for the growing demand for this format within their existing teams with our tips on structuring your buying team for success with pDOOH

A busy street with different kinds of digital signage and DOOH installations. Metrics research can help the network owners understand their audiences.
DOOH metrics can be researched and tracked in a number of different ways

DOOH advertising performance metrics

Like any form of advertising, digital OOH has certain quantifiable data points — metrics —that advertisers and media buyers rely on to assess the performance of their campaigns. These metrics help determine whether an ad is reaching its target audience, whether it’s generating the right amount of exposure, and how well it’s driving engagement or conversions.

Some of the most common metrics used to measure DOOH performance include:

Impressions

  • Definition: The total number of times an ad has potentially been viewed.
  • How it’s calculated: Impressions are typically calculated using traffic data, sensor-based tracking, or audience measurement technologies (like GPS data or facial recognition software). For example, if 100,000 vehicles pass by a digital billboard each day, and each vehicle has an average of 1.5 occupants, then the number of impressions per day would be approximately 150,000.

The most important metric in digital out-of-home is the number of impressions that a screen gets over a given time period. Impressions help measure performance by estimating the number of times people view an advertisement, and they often determine how much an ad will cost. However, determining how many impressions a screen gets is a little tricky. 

With online advertising, one appearance of an ad on one screen is likely to reach one person. But since out-of-home is a one-to-many medium, with several people likely to be looking at a screen at any given moment, media owners apply an impression multiplier to each ad play on every individual screen. 

Determining these dynamic multipliers requires real-time (or relatively real-time) data collection. Different networks rely on different tools to gather this data. Cinemas, for instance, can use ticket sales to get a good idea of how many people see a given ad up on the screen. Other businesses might use cameras and sensors integrated with a DOOH analytics platform like Quividi or Linkett to collect view data on an ongoing basis. Still, others might use an independent third-party research firm like Geopath or Nielsen to conduct a statistical analysis of the likely views that a screen will get.

Reach & frequency

  • Definitions: Reach measures how many unique people are exposed to your ad, while frequency indicates how often those people see it over a given period.
  • How they’re calculated:
    • Reach estimates the unique viewers from total impressions by distinguishing repeat views from new ones. For example, if an ad location has 500,000 unique passersby in a week, the reach is 500,000.
    • Frequency is calculated by dividing total impressions by reach. For example, if an ad has 1,000,000 impressions and reaches 250,000 unique people, the frequency would be 4 (1,000,000 ÷ 250,000).

Reach and frequency, both based on impressions, capture different aspects of a campaign’s effectiveness. They help advertisers balance exposure: too few views risk low recall, while too many can lead to ad fatigue.

Engagement

  • Definition: The level of interaction or attention that the audience has with the ad, often measured by actions like QR code scans, taps on a touchscreen, or other measurable forms of interaction.
  • How it’s calculated: Engagement can be tracked using various tools like sensors, cameras, or interaction points (e.g., mobile apps or touch screens). For example, if 500 people scan a QR code from a digital display out of 50,000 impressions, the engagement rate would be 1% (500 ÷ 50,000).

DOOH can feature interactive elements like QR codes, touch screens, or mobile app integrations that invite viewers to engage with the content directly. This precise tracking gives a clear understanding of the ad’s ability to capture attention and drive meaningful engagement from the audience.

READ ALSO: Learn how brands and advertisers can create interactive consumer experiences through the use of dynamic QR codes

Conversion rate

  • Definition: The percentage of individuals who take a desired action after viewing the ad, such as making a purchase, signing up for a service, or downloading an app.
  • How it’s calculated: Conversion rate is typically calculated by dividing the number of conversions (e.g., purchases or sign-ups) by the total number of interactions or impressions. For example, if 200 people make a purchase after seeing the ad out of 500,000 impressions, the conversion rate would be 0.4% (200 ÷ 50,000).

Today’s diverse data sources and analytics tools allow advertisers to precisely track post-exposure behaviors, accurately attribute conversions, and better assess campaign success.

Attribution strategies depend on campaign goals. For brand awareness, metrics like increased branded searches, social media followers, direct website traffic, or physical store visits can indicate success. For greater accuracy, device IDs can track actions: if someone searches for a brand shortly after passing a DOOH ad, that search can likely be attributed to the ad exposure.

A woman holding a tablet. On the tablet's screen are charts and figures relating to finances. Reviewing data in this way is an important method of determining DOOH campaign effectiveness.
Comparing sales before and after a campaign is a common method of determining DOOH campaign success

READ MORE: Learn all about brand lift studies, tracking pixels, and other types of DOOH attribution available to today’s marketers in our in-depth guide to measurement, attribution, and audience extension

Leveraging pDOOH for successful campaign targeting

While impressions and conversion rates are key for assessing campaign success, programmatic DOOH offers advanced metrics that give deeper insights into audience behavior and real-time engagement. Here are some pDOOH-enabled metrics that elevate omnichannel campaign measurement:

Dynamic Creative Optimization (DCO) metrics

One key benefit of pDOOH is Dynamic Creative Optimization (DCO), which adjusts DOOH creatives in real-time based on factors like weather, time of day, audience profiles, or nearby events. DCO allows advertisers to customize ad elements (images, text, offers, CTAs) to match user preferences. For example, a QSR might display various menu items, adjusting in real-time based on demographics, browsing history, and environmental data such as location or weather.

Effective DCO requires ongoing measurement using metrics that track general DOOH performance (dwell time, impressions, interaction rate) and specific DCO impact. These metrics show how engagement or conversion rates change with factors like weather, local events, or foot traffic.

Key performance indicators for DCO in DOOH campaigns include:

  • Creative variants CTR: Measures interaction, like QR code responses, for different versions.
  • Engagement with creative elements: Tracks which elements resonate most (e.g., weather-based messaging).
  • Creative rotation effectiveness: Compares performance across different times or conditions.
  • Weather, time, and location relevance: Assesses engagement based on real-time factors.

Cross-channel conversion metrics

Advanced data analytics in pDOOH connect offline and online interactions, providing a complete view of the consumer journey. Using device ID matching and geo-fencing, advertisers track DOOH ad impact on website visits, app downloads, social media engagement, and store visits, measuring how exposure drives cross-channel actions.

Key metrics highlighting the cross-channel impact of DOOH include:

  • Walk-in rate: Measures the percentage of people who visit a location after seeing a DOOH ad, often tracked via mobile location data or GPS.
  • Online conversion rate: Calculates the percentage of website visitors who convert (e.g., sign up, purchase) after seeing a DOOH ad.
  • Cross-device conversions: Tracks conversions on other devices after DOOH exposure, using multi-device tracking.
  • Social media interaction rate: Measures increased social media activity (e.g., likes, shares, follows) from DOOH exposure, often tracked with geo-fencing.
  • Multi-touchpoint conversion attribution: Assigns conversion credit to DOOH within a larger multi-channel strategy, showing its role in cross-channel journeys.

See how real-time measurement improves pDOOH ROI

Check out our collection of case studies & customer spotlights to find real-world examples of pDOOH-enabled metrics in action!

Product News | October 11, 2021

New York City is this holiday season’s ultimate shopping destination – here’s how to make the most of it with out-of-home advertising

New York City is a premier holiday shopping destination, attracting millions of tourists and locals to its festive storefronts, holiday markets, Broadway shows, and iconic shopping districts. Each year, the city’s lively streets fill with brands and advertisers eager to capture the attention of shoppers looking for deals, gifts, and memorable seasonal experiences.

Last year, New York City welcomed over 6.5 million visitors between Thanksgiving and New Year’s Eve and is now gearing up for another bustling holiday season. This influx reflects the city’s continued tourism rebound, with annual visitor numbers projected to reach over 65 million—nearly back to pre-pandemic levels. Residents are also ready to join the festivities, flocking to major retail areas like Fifth Avenue, SoHo, and Herald Square to find special holiday deals. The influx of tourists and locals makes NYC an ideal spot for holiday campaigns, providing brands with countless opportunities to engage shoppers during the most wonderful—and busiest—time of year.

Why New York City is a prime location for your holiday retail campaign

For brands and advertisers, the holiday season provides a unique opportunity to capture shoppers’ attention amidst a backdrop of festive energy, heavy foot traffic, and elevated consumer excitement. The density of visitors and locals exploring the city’s popular spots makes billboard and out-of-home (OOH) advertising in New York City particularly impactful, especially when strategically placed to reach audiences in high-traffic areas.

Iconic locations like Fifth Avenue and Times Square are among the top destinations for holiday shoppers, drawing millions each season. However, other hotspots like Chelsea Market, Hudson Yards, and high-traffic hubs like Penn Station also offer prime visibility and audience engagement opportunities. Whether it’s vibrant digital billboards, urban panels, or transit ads on the city’s 36 subway lines and 470 stations, well-placed OOH advertising creates a seamless journey that moves shoppers from awareness to action. 

Iconic shopping locations like Fifth Avenue and Times Square are top destinations for holiday visiors.
COVERGIRL’s OOH ad showcases its retail store in the iconic Times Square.

Beyond visitors, the city’s population also offers a desirable demographic for advertisers. With a mean household income approaching $115,000 and a median income of nearly $77,000, NYC residents have considerable purchasing power. Nearly 65% of the population holds white-collar jobs, and over half of the city’s residents are women—who drive almost 80% of consumer spending in the U.S., according to Capital One Shopping. This affluent and influential audience, combined with the surge of holiday tourists, makes NYC a prime location for brands aiming to maximize visibility and conversions during the holiday season.

Leverage different DOOH formats to drive foot traffic, sales, and consideration

Despite the rise in online shopping, in-store experiences remain central to the holiday season. Over 121.4 million shoppers visited physical stores last Black Friday weekend, highlighting the ongoing importance of brick-and-mortar retail during the holidays. This year, roughly 74% of U.S. consumers plan to shop in stores for gifts, according to eMarketer. 

With a wide variety of OOH venue types across New York City—from shopping centers and transit hubs to entertainment districts—brands have countless opportunities to drive foot traffic in-store and amplify holiday campaigns. And thanks to programmatic DOOH (pDOOH) advancements, advertisers can run creatives to target specific shopping areas or seasonal needs based on factors like location, time of day, weather conditions, and more. Real-time performance tracking and enhanced attribution also provide valuable insights, allowing advertisers to adjust campaigns on the fly and connect ads to in-store visits, driving higher conversions.

Urban panels, digital billboards, and street-level displays are ideal for catching shoppers’ attention in high-foot-traffic areas near popular shopping districts. Positioned close to retail locations, these ads can serve as timely, contextual reminders that encourage shoppers to stop in or revisit nearby stores. Strategically placed to tap into the holiday hustle, they bring added value with digital capabilities that allow real-time updates—whether it’s highlighting flash sales, limited-time offers, or holiday countdowns to create urgency. Retailers can also personalize messages with festive themes, tailoring content to draw in nearby shoppers and guide them straight to the store.

DOOH ad displayed on a LinkNYC urban panel near a luxury retail location.
Capture commuter attention with DOOH ads at subway entrances.
DOOH ad displayed on a LinkNYC urban panel in a high-traffic area.

New York City’s extensive transit network offers a wide range of OOH advertising opportunities across subway platforms, buses, taxis, and trains, making it easy to connect with commuters and tourists as they head to major shopping areas. With the addition of QR codes or SMS calls-to-action, brands can further engage viewers by offering exclusive holiday deals or guiding them to nearby locations, boosting the likelihood of an in-store visit.

Ferries into the city also offer prime exposure for advertisers, with OOH displays strategically placed throughout the vessels and terminals. These high-dwell environments engage commuters from all directions as they approach NYC, making a memorable impression right from their arrival. With steady foot traffic and a captivated audience, ferry terminals and onboard displays are ideal for reaching a diverse range of potential customers right at a key entry point into the heart of NYC.

Amplify omnichannel retail campaigns with physical ads

Integrating OOH with digital channels like social media, CTV, and display creates a seamless brand experience across touchpoints. Ads with QR codes or SMS prompts make it easy for shoppers to engage with a brand instantly, allowing them to “see it on a billboard, buy it online,” which boosts brand engagement and drives both in-store and online conversions. These tools can also provide valuable data on foot traffic, website visits, and conversions tied to OOH exposure, demonstrating its effectiveness in a broader omnichannel strategy. 

Mobile retargeting adds extra power to an omnichannel strategy by allowing brands to reconnect with audiences online after capturing their attention in the physical world. For example, a shopper walking through SoHo might spot a digital panel promoting a holiday sale at a popular clothing brand. Later, as they check social media or search online, they see ads for the same brand showcasing exclusive discounts or holiday gift ideas. This follow-up keeps the brand in mind, encouraging them to either visit the brand’s website or stop by a nearby store to shop.

A study by the OAAA and Harris Poll supports this, revealing that 30% of consumers have recently noticed OOH ads giving directions to businesses, and, of those, 51% went on to visit the advertised location. Additionally, 74% of mobile users engaged online after seeing DOOH ads, through searches (44%), website visits (38%), or social media interaction (30%).  This cohesive follow-up helps brands stay connected across channels and boosts conversions, especially during high-impact times like the holiday season, when mobile e-commerce drives more than half of online sales.

Programmatic DOOH campaigns in action

Fashion and lifestyle retailer Holt Renfrew sought to increase brand consideration and drive consumers to its stores in major cities. To achieve this, they launched a programmatic DOOH campaign with screens placed in high-traffic locations near select stores, including billboards, bus shelters, and more. Combined with digital channels, the DOOH ads delivered outstanding results, generating over 400,000 store visits and a 500% lift in intent to take action.

Similarly, global alcohol brand White Claw used a pDOOH campaign to promote its latest Vodka launch across major U.S. cities, including New York. Ads appeared near bars and liquor stores carrying the product, using a mix of urban panels, billboards, taxi toppers, and in-car screens to reach consumers at prime locations. The campaign was a success, with 1 in 3 people who recalled the ad expressing they would “absolutely” try White Claw’s new spirit.

Premier luggage brand Samsonite also leveraged programmatic DOOH, activating over 300 screens across New York City to boost brand awareness and consideration for its high-quality luggage. By targeting high-traffic areas like office buildings, malls, and residential complexes, Samsonite extended its omnichannel strategy into the physical world, resulting in a 53% lift in purchase consideration and 37% positive recall and brand attribution across the city. 

Ask us how to get a free brand lift or footfall study with your OOH buy. Talk to a media specialist today.
Samsonite’s programmatic DOOH campaign featured urban panel displays across New York City.

NYC’s dynamic holiday season is the ideal setting for impactful OOH campaigns that put brands in front of engaged, ready-to-shop audiences. From high-traffic retail zones to popular holiday events, OOH advertising reaches people in the heart of the action, sparking interest and encouraging in-store visits and online engagement. Paired with digital tactics like mobile retargeting, OOH ads in NYC offer a powerful way to connect with shoppers at just the right moment, driving visibility and sales during one of the year’s biggest retail opportunities.

Ready to launch your holiday retail campaign? Explore OOH inventory in New York City.