DOOH campaign a breath of fresh air

by all | 19 March 2013 10:41 am

Adcentricity, a Toronto-based digital marketing platform developer, has reported a nearly 21 per cent increase in product retail transactions due to a recent digital out-of-home (DOOH) advertising campaign.

The company partnered with iSign Media in Richmond Hill, Ont., which operates a digital signage network in Mac’s and Couche-Tard convenience stores across Canada, to study the effects of location-based marketing on retail purchases. A 15-second ad generically promoting breath-freshening products was displayed on 30 screens in 10 Mac’s stores in Toronto for a 10-day test period. The 40-day study also included three 10-day control segments.

At the same time, point-of-sale (POS) transactions were counted for a group of products in that category. The study observed an average 20.81 per cent sales lift for the category during the 10-day test period.

“Adcentricity is enthusiastic to report an uptake in transactions due to DOOH support,” says Stephanie Mole, the company’s director of business development. “Moving forward, we plan to examine the effectiveness of other location-based marketing initiatives, including stock-keeping unit (SKU) triggers, Short Message Service (SMS), in-store radio, Bluetooth, Wi-Fi and mobile.”

Source URL: https://www.signmedia.ca/dooh-campaign-a-breath-of-fresh-air/

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