Industry presentation member campaign examples

DPAA Member Examples of Targetability, Mobile/Social & Special Programming Opportunities

Contents
Targeting by Mindset
Targeting by Daypart
Geo-Targeting
Intersection of DPb/Mobile/Social
Programming Opportunities
2

Targeting by Mindset Index

Premium Auto Brand
OBJECTIVE:
To drive brand awareness, favorability and purchase for a luxury auto manufacturer
EXECUTION:
Utilized RMG’s In-Flight Entertainment Networks to reach an audience with an affinity towards luxury
RESULTS:
RMG In-Flight Campaign drove
45% total ad awareness
88% lift in brand favorability
277% lift in purchase consideration

Leading Home Theater Brand
OBJECTIVE:
A leading Consumer Electronics Home Theater manufacturer sought to increase awareness of its brand in a wholesale club chain by advertising on HDTV Network, a wall of dazzling HDTV screens strategically positioned near heavy traffic areas within the venue
EXECUTION:
The brand selected PRN’s HDTV Network to engage substantial numbers of shoppers where and when they are actively making purchase decisions
PRN’s Content & Creative Group worked with the brand to produce an effective custom 30-second spot highlighting the availability of the brand in the retail environment. The campaign ran two times per hour over a two- month period
RESULTS:
27% increase in Brand Recall over the course of the campaign
17% increase in unaided brand awareness- viewers 5+min
10% increase in the likelihood to consider the brand for their next household audio purchase
5

Baby Food on Newborn Channel
OBJECTIVE:
To study the relative strength of the advertising on the Newborn Channel in terms of top of-mind awareness, ad awareness, effect on believability, likelihood to recommend and likelihood to purchase
EXECUTION:
402 women who had just given birth in a hospital where the Newborn Channel is available were surveyed via telephone 3 days after their visit
RESULTS:
86% of test respondents recalled seeing the advertisement for brand X on the Newborn Channel
More than three in ten (33%) respondents felt that seeing the advertising for Brand X was more believable on the Newborn Channel than seeing the same ad at home
Almost all (97%) “ad aware” respondents stated they would be very or somewhat likely to recommend Brand X to a friend or family member ion the future. Seventy-six percent are “very” likely to do so.
Almost all ad aware respondents (995) who said they are likely to purchase the surveyed category say Brand X is the brand they are most likely to purchase.
6

Diet Coke
OBJECTIVE:
Reach active consumers who have busy lifestyles
Deliver against key brand positioning of “Eat Tastefully”
Integrate brand into the health club experience
EXECUTION:
National, multi-touchpoint media program in leading health clubs
Leverage digital media platforms to deliver a mix of branding, content sponsorship, and beneficial information for health club members

Diet Coke
Sight, Sound, & Motion
:30 spot delivers core brand message
Airing once per hour to drive reach
Repurpose of existing TV creative

Diet Coke
Digital Signage
Music content sponsorship
Lead in to music video blocks running 4x per hour
Created in-house by Zoom

Kashi
*Source: MediaMark’s GfKMRI: Survey of the American Consumer. Spring (Online) 2010. Base = Aged 18-49.
Fitness Network definition: Aged 18-49 who have worked out at a fitness facility 2+ times in the previous 7 days

MGD 64
Source: Zoom Media & Marketing Research, Summer 2010

Walmart: Kelloggs & General Mills

Dunkin Donuts
OBJECTIVE:
To reach consumers during lunch time and promote Dunkin Donuts coffee and lunch offers
EXECUTION:
Using Captivate’s Network, Dunkin Donuts offered .99 cent lattes during the 11a-3pm daypart. They changed their product offering to include lunch and snack offers as well.
Time frame covered late morning, lunch and early afternoon to reach viewers when they take their late morning coffee break, lunch and afternoon coffee break
13

Female Shower Products
OBJECTIVE:
Create awareness and drive trial of a new line of female skin care products
EXECUTION:
Leveraged Zoom’s Fitness Network to reach the target female consumers in a point of use environment
Multiple existing TV spots played on Zoom’s Fitness Digital Network supported by digital signage spots produced by Zoom
Multiple product samples handed to women at front desk of health clubs
Classic billboards in female locker rooms reinforced message with 100% females audience
RESULTS:
Custom effectiveness study showed a lift in top of mind awareness over 300%
Purchase intent grew 27% among those who recalled the campaign
14

Men’s Body Wash
OBJECTIVE:
Drive trial and awareness among young active men for a new men’s body wash
EXECUTION:
Leveraged Zoom’s Fitness Network to reach the target male consumers at a point of use
:15 TV spot played on Zoom’s Digital Fitness Network, supported by:15 Digital Signage spot produced by Zoom
Samples handed to men at front desk of health clubs
Classic billboards in male locker rooms reinforced message with 100% male target
RESULTS:
Effectiveness study showed that 71% agreed the campaign improved brand/product image
73% used the sample in the 1st 10 days of campaign; 21% more planned to use it in the next 4 weeks
15

Rogaine
OBJECTIVE:
Rogaine wanted to increase consideration among men with thinning hair and drive quality adoption of their foam product
EXECUTION:
They chose to promote in health clubs because
Presence of target (active men concerned about physical appearance)
Point of use (shower) and point of reflection (mirrors)
Educate while reinforcing habit (average 3 workouts per week with 79 minutes of dwell time)
RESULTS:
Strong ad recall: aided (43.9%) and unaided (18.2%) brand awareness
Positive impact on brand image: nearly 50% had a more favorable opinion of ROGAINE®
Significant lift in purchase intent: 82.3% net positive/neutral impact even among those with existing interest
16

Target P-fresh

K-Swiss
OBJECTIVE:
To reach active consumers and direct them to retail locations
EXECUTION:
K-Swiss ran spots on Life Time Fitness Network and tagged local retailers within a five mile radius of each club
18

Sponsored Custom Content: HealthMart
OBJECTIVE:
To increase awareness and retention of HealthMart pharmacy
EXECUTION:
Healthmart created a custom segment on KidCare TV about the importance of communicating with the pharmacist.
The segment was shot in a Healthmart location
Rotation: 1/hour adjacent to Healthmart commercial.
19

Four Star Hotel Brand
OBJECTIVE:
To evaluate RMG’s In-Flight Network as an effective ad medium in terms of improving ad awareness and overall brand perceptions
To increase consideration for this four star hotel brand among RMG’s highly qualified target of business travelers
EXECUTION:
Reached business travelers by leveraging RMG’s In-flight Entertainment Network
Air a combination of roadblock ads, map channel billboards and long-form content to keep the brand top of mind throughout the flight
20

TripCase
OBJECTIVE:
TripCase wanted to increase awareness of its free travel app among business travelers and generate high consumer engagement.
EXECUTION:
Tripcase advertised on RMG Networks partnered with Blue Bite in the San Francisco International Airport.
Prompts “The following flight has a gate change: of course if you have TripCase you already know if it’s yours”
On screen QR codes prompted people to download the app
21

Investment Management Company
OBJECTIVE:
A leading Investment Management company’s campaign objective included reaching its target audience of financial advisors during daypartswhen most media are ineffective.
EXECUTION:
In order to reach its target audience during weekdays, the financial advertiser chose Captivate with its large presence in office buildings in major US markets.
22

Leading Bank
OBJECTIVE:
A leading Bank’s campaign objective included increasing awareness of its offerings among its target audience of decision makers in small businesses during day-parts when most media are ineffective.
EXECUTION:
In order to reach its target audience during weekdays, the Bank chose Captivate with its large presence in office buildings in major US markets.
Captivate also seemed to be the right choice since Captivate offers its clients the flexibility to run the campaign in specific buildings
23

Financial Services Brand X
OBJECTIVE:
Financial Services Company Brand X partnered with the WSJ Office Network in order to generate awareness among the financial industry regarding the release of 7 new bond ETFS
EXECUTION:
Specific buildings were selected throughout the network based on their concentration of financial tenants
24

Targeting by DaypartIndex
By Time of Day
Kashi/Zoom Fitness. Morning/breakfast time
MGD 64/Zoom Fitness. Afternoon/evening
Dunkin Donuts/Captivate. 11am-3pm, rotation of lunch and snack items throughout the daypart.
McDonalds/Captivate. 7-11am, coffee and breakfast. 11am-3pm, lunch and coffee breaks.
Makers Mark/WSJ Office Network. Pre-Happy Hour.
Whisky Advertiser (Blinded Case Study)/Captivate. In office buildings, advertised during later part of the day (i.e. post 3pm)
Premium Bourbon, Scotch or Whisky, Brand X (Blinded Case Study)/ WSJ Office Network. Happy Hour.
Leading Investment Management Company/Captivate. During daytime work hours.
Leading Bank/Captivate. During daytime work hours.
By Holiday
Colgate Wisp/Zoom Social. Before/after Valentine’s Day

Kashi
*Source: MediaMark’sGfKMRI: Survey of the American Consumer. Spring (Online) 2010. Base = Aged 18-49.
Fitness Network definition: Aged 18-49 who have worked out at a fitness facility 2+ times in the previous 7 days

MGD 64
Source: Zoom Media & Marketing Research, Summer 2010

Dunkin Donuts
OBJECTIVE:
To reach consumers during lunch time and promote Dunkin Donuts coffee and lunch offers
EXECUTION:
Using Captivate’s Network, Dunkin Donuts offered .99 cent lattes during the 11a-3pm daypart. They changed their product offering to include lunch and snack offers as well.
Time frame covered late morning, lunch and early afternoon to reach viewers when they take their late morning coffee break, lunch and afternoon coffee break
28

McDonalds
OBJECTIVE:
Increase awareness of different McDonalds offerings depending on time of day
EXECUTION:
On Captivate’s network, McDonalds advertised coffee and breakfast during morning daypart, 7a-11am. They then changed copy from 11am-3pm to advertise lunch and coffee breaks.
29

Makers Mark
OBJECTIVE:
Within Digital Place-based, reinforce heritage, craftsmanship and brand personality to heighten engagement in the workplace (office building lobbies), pre-happy hour
EXECUTION:
Makers Mark advertised on Wall Street Journal Office Networks to promote the product during afternoon daypart which coincides with happy hour
RESULTS:
Unaided ad awareness increased 83%
Unaided brand awareness increased 29%
Viewers recalled specific messaging points garnered largest increase in unaided awareness over magazines, newspapers, online, TV, radio and direct mail/email
30

Whisky Advertiser (Blinded)
OBJECTIVE:
A major whisky advertised on Captivate to increase brand awareness and generate strong response among whisky drinkers. The advertiser also wanted to induce a positive change in purchase intent among new customers
EXECUTION:
The whiskey ad sponsored nightlife programming content to increase recall. To generate purchase intent the ads ran on screens during the later dayparts
9 week flight
RESULTS:
The brand experienced more than 20% lift in awareness
After seeing the ad on Captivate screens, 16% of whisky drinkers bought the whiskey from a store
28% tried this brand of whisky for the first time
31

Premium Bourbon, Scotch or Whisky Brand (Blinded)
OBJECTIVE:
Brand of premium whisky, bourbon or scotch to increase ad and brand awareness and consideration among Wall Street Journal Office Network Audience
EXECUTION:
Brand X ran in key distribution markets, specifically during the happy hour timeframe
RESULTS:
Brand X Brand Awareness increased +35% after consumers were exposed to the campaign on The Wall Street Journal Office Network
The percentage of participants who were extremely/somewhat to consider Brand X increase significantly (+28%) after being exposed to the campaign on WSJ Office Network screens
32

Investment Management Company
OBJECTIVE:
A leading Investment Management company’s campaign objective included reaching its target audience of financial advisors during daypartswhen most media are ineffective.
EXECUTION:
In order to reach its target audience during weekdays, the financial advertiser chose Captivate with its large presence in office buildings in major US markets.
33

Leading Bank
OBJECTIVE:
A leading Bank’s campaign objective included increasing awareness of its offerings among its target audience of decision makers in small businesses during day-parts when most media are ineffective.
EXECUTION:
In order to reach its target audience during weekdays, the Bank chose Captivate with its large presence in office buildings in major US markets.
Captivate also seemed to be the right choice since Captivate offers its clients the flexibility to run the campaign in specific buildings
34

Colgate Wisp
Source: Zoom Research, Spring 2010

Geo-Targeting Index
Geo-Tagging
K-Swiss/Lifetime Fitness. Geo-tagging, local retailers within 5 mile radius
Avis/Captivate. Geo-tagging, directing viewers to closest retail location
Targeting within Specific Radius to Retail Locations
Capital One/Zoom. Targeted within radius of retail locations.
Walmart/Kelloggs & General Mills / Zoom. Targeted to within 5-8 mile radius of stores
Hard Rock Café/Captivate. Hyper-local campaign to support specific store within 5 block radius
City Sports/Captivate. Promoted products within a specific radius of their stores
Targeted to Distribution Areas (i.e. via Zip Codes)
Verizon Super Bowl/Zoom. Alerts were provided in areas specified by zip codes.
Weezer/IndoorDIRECT. Targeted cities of upcoming concert
Comcast Xfinity/Zoom. Targeted to key distribution areas.
Time Warner Cable/Zoom. Targeted by zip codes in key distribution areas.
Anthem BCBS/Zoom. Targeted to Anthem’s operating market in Colorado.
CARE Media/SeeSaw
Carr Workplaces/CMT. Hyper-target business districts in Boston via Taxis
Targeted to Specific Target Audience
Tech Brand x to CRM decision Makers/WSJON
Financial Services/WSJON

K-Swiss
OBJECTIVE:
To reach active consumers and direct them to retail locations
EXECUTION:
K-Swiss ran spots on Life Time Fitness Network and tagged local retailers within a five mile radius of each club
37

Avis
OBJECTIVE:
To increase awareness of business professionals to local Avis locations
EXECUTION:
On Captivate’s screens, Avis ran ads that used geo-tagging ability to run separate messaging in different buildings that drove viewers to the closest Avis location
38

Capital One Bank

Walmart: Kelloggs & General Mills

Hard Rock Cafe
OBJECTIVE:
To increase visibility of Hard Rock/ Faneuil Hall for happy hour and lunch among locals not just tourists
EXECUTION:
Hard rock ran ads on Captivate’s network in several buildings within a four-five block radius of the restaurant promoting happy hour, live music and lunch offerings
41

City Sports
OBJECTIVE:
To increase sales in City Sports stores
EXECUTION:
Primarily located in downtown locations, City Sports utilized Captivate’s Network to promote specific products sold in stores to select office buildings within a one block radius of retail locations.
Advertised in numerous markets where City Sports are located
42

Verizon Super Bowl
Social Media Campaign
Source: Nielsen Media Research Fall 2009; P18+
.

Weezer
OBJECTIVE:
Weezer was interested in working with indoorDIRECT to promote their new album in addition to tour dates in key cities (Atlanta, Los Angeles and San Francisco).
EXECUTION:
Airing of the special content and promotions (hosted intro / outro about how to text to win a special meet and greets with the band and a special VIP event) aired only in cities where the band would be visiting and offering the meet and greet packages.
In the other cities where the band was not making appearances, the content on the main screen did not include hosted introductions promoting the text-in component and concert venue.
44

Comcast Chicago
Fitness Media Campaign

Time Warner Cable
Fitness Media Campaign
Source: Nielsen Media Research September 2009; P18+

Anthem BCBS

Target
OBJECTIVE:
Target wanted to increase traffic among women to their retail locations
EXECUTION:
Using KidCARE TV and Women's HealthCARE TV, Target ran a campaign that targeted screens located within a 10 mile radius of their stores
48

Carr Workplaces
OBJECTIVE:
Carr Workplaces after rebranding themselves wanted to increase awareness among business professionals in Boston with office space needs
EXECUTION:
Using CMT’s In Taxi Video, Carr Workplaces ran ads in taxis targeting the downtown business and Logan Airport areas and played the ads during times when business professionals would most likely ride in a taxi
Content was created and ran on CMT’s network featuring Carr Workplaces’ Post Office Square location in Boston
49

Tech Brand X/CRM Software
OBJECTIVE:
To promote Brand X solutions to CRM decision makers in companies with 500+ employees
EXECUTION:
Campaign ran in 172 select WSJON buildings nationwide – targeting companies with 500+ employees
RESULTS:
Total ad awareness increase 11% from pre-wave to post-wave for Brand X and was stronger overall than all competitors
Recall of the Brand X campaign increased more on WSJON than any other media platform
50

Financial Services Brand X
OBJECTIVE:
Financial Services Company Brand X partnered with the WSJ Office Network in order to generate awareness among the financial industry regarding the release of 7 new bond ETFS
EXECUTION:
Specific buildings were selected throughout the network based on their concentration of financial tenants
51

Intersection of DPb/Mobile/Social Index
Text for Info/Product/Polling
Sprint/Zoom Social. Text for free mobile content
Verizon Super Bowl/Zoom Social. Text for geo-targeted alerts re events
Whiteface Ski Resorts/Zoom Social. Text offer of discounted tickets.
VHI “The Great Debate”/Zoom Social. Polled via text messaging, results posted in real time and participants connected on Twitter and Facebook
CARE partnered with Mogreet to offer a text code and call to action that allows consumers to text for more info, coupons etc.
TripCase/RMG to download application
Integrate Tweets into Campaign
AT&T NCAA Tournament Tweets/Zoom Social. Dynamic integration of real time tweets in spots. Text to screen for on-site participation.
Verizon Droid/Zoom Social. Integrated use of Twitter and FourSquare in real time on a very local level.
CBS’ Film “Faster”/Zoom Social. Tweets displayed.

Sprint All Together Now
* Source: MRI: Fall 2010 Social Network definition: Persons 18-34 who have been to a bar or nightclub 1 or more time (s) in the previous month, Social Base = A18-34

Verizon Super Bowl
Source: Nielsen Media Research Fall 2009; P18+
.

ORDA Whiteface Ski Resorts

PetPlan Pet Insurance
OBJECTIVE:
To increase awareness of Pet insurance product among consumers in a veterinarians office
EXECUTION:
With its consumer base of pet owners PetPlan Pet Insurance ran a program on Pet Care Network that through Mogreet created a call to action along with their video creative.
Screen offered text in discounts, information coupons and promo codes.
57

AT&T Title Tweets

Verizon Droid
Rotation between Verizon ad & Foursquare info

CBS Films' Faster

TripCase
OBJECTIVE:
TripCase wanted to increase awareness of its free travel app among business travelers and generate high consumer engagement.
EXECUTION:
Tripcase advertised on RMG networks partnered with Blue Bite in the San Francisco International Airport.
Prompts “The following flight has a gate change: of course if you have TripCase you already know if it’s yours”
On screen QR codes prompted people to download the app
61

Programming Opportunities Index
Sponsored Custom Content
Turner/NCAA
Automotive
Online Travel Brand
Hotel
HealthMart
Branded Integration into Programming
US Army/eCast.
NBA TV/Zoom Social
62

Sponsored Custom Content:Turner/NCAA
OBJECTIVE:
To drive tune in opportunities and increase awareness of NCAA coverage across Turner stations carrying the NCAA tournament. Providing viewers with multiple stations options to follow their favorite teams throughout the conference.
EXECUTION:
With the TURNER’s strong creative and call to action and Captivates ability to reach their target audience with hi-frequency in key conference markets. Captivate was a natural fit to effectively driving awareness. Captivate created a unique sponsorship opportunity where the content window was transformed into a tune-in board with station logos imbedded into the creative, tied to the Riche Media creative and NCAA logo to create a truly integrated program to run in 5 conference markets.
63

Sponsored Custom Content: Autos
OBJECTIVE:
Increase awareness and consideration of two vehicles for a leading Auto brand on Captivate Network
Vehicle 1--Age 35-54, Median HHI $100k+, Married, College Grad+, 60% Male/40% Female. Like to try new things, enjoy life, buy brands that reflect their style, tech/internet users.
Vehicle 2–Age 25-49, HHI $75K+, College Grad+, 50% Male/50% Female. Environmentally conscious, like products that offer the latest technology, want to continue to learn.
EXECUTION:
The Auto brand ran different creative executions for each vehicle, leveraging one of Captivate’s popular and impactful products “Brand Integration.” This product showcased each vehicle by incorporating the brand colors onto the entire screen while syncing custom content that hit the hot buttons of each target.
Vehicle 1
Creative–Focused on Auto Brand Y’s new technology feature –My Touch –while also emphasizing the brand’s luxury.
Content–To engage the professional/technology target, Auto Brand Y synced their ad with specially-written content focusing on business leadership and new technology.
Vehicle 2
Creative–Focused on the brand’s combining fuel-efficiency and luxury into one vehicle.
Content–To engage the environmentally-conscious/technology target, Auto Brand Y synced their ad with specially-written content focusing on going green and new technology.
64

Sponsored Custom Content: Online Travel Brand
OBJECTIVE:
A leading online travel brand’s campaign objective included increasing brand awareness and educating its target audience of business traveler about its nationwide presence and rewards programs.
EXECUTION:
With its strong presence in office buildings in major US markets Captivate was the right media to effectively reach business travelers. Captivate also was the right media since it offered more than 500,000 business travelers more than 100,000 frequent business traveler.
In order to increase campaign effectiveness, the advertiser also sponsored ‘Travel’ content
65

Sponsored Custom Content: Hotel Brand Y
OBJECTIVE:
Increase awareness and consideration of a leading hotel brand among business/leisure travelers with emphasis on 18-34 age group
EXECUTION:
Hotel Brand Y ran creative showcasing their brand pillars, utilizing Captivate’s popular Brand Integration product. This product showcased the hotel brand by incorporating the brand colors onto the entire Captivate screen while syncing travel content in one of the three dayparts.
Creative–Hotel Brand Y created a custom ad for Captivate, tying in the elevator with their brand messaging. Copy in one ad read “Taking the Elevator Down for a Breakfast Bears Taking it Down for a Free Staff Meeting” and “Does This Elevator Resemble the Last Hotel Room You Stayed in?”
Content–In one of the three dayparts, the hotel brand synced their ad to custom travel content.
RESULTS:
Awareness–Business Travelers = 74% ad recall; Leisure traveler = 68% ad recall; Age 18-34 = 72%. All significantly higher than Captivate’s 53% average recall for travel brands.
Consideration–Consideration to stay at Hotel Brand Y increased significantly across all three targets: Business Travelers = 48% increase (27% pre to 40% post); Leisure Travelers = 100% increase (18% pre to 36% post); Age 18-34 = 153% increase (13% pre to 33% post).
66

Sponsored Custom Content: HealthMart
OBJECTIVE:
To increase awareness and retention of HealthMart pharmacy
EXECUTION:
Healthmart created a custom segment on KidCare TV about the importance of communicating with the pharmacist.
The segment was shot in a Healthmart location
Rotation: 1/hour adjacent to Healthmart commercial.
67

Branded Integration: US Army
OBJECTIVE:
US army wanted to reach M18-34 who generally have fragmented attention, often multitask and proactively avoid traditional advertisements.
EXECUTION:
Leveraged entertainment as a platform for delivering Army brand messaging by Showcasing Best Ranger Competition via a touch screen, video enabled Ecast Network.
68

Branded Integration: NBA TV

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Industry presentation member campaign examples

by DPAA - Digital Place-based Advertising Association on Jul 26, 2011

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Industry presentation member campaign examples — Presentation Transcript