Monday, May 20, 2024

PepsiCo Innovates with pDOOH Advertising for Tropicana Twister Launch in Malaysia

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PepsiCo’s recent marketing initiative for its Tropicana Twister product in Malaysia highlights an advanced approach to digital advertising through programmatic digital out-of-home (pDOOH) media. This method moves beyond conventional out-of-home (OOH) advertising by leveraging The Trade Desk’s demand-side platform (DSP) to facilitate real-time data application and audience retargeting.

Key components of this campaign that illustrate its effectiveness include:

  1. Utilization of The Trade Desk: The programmatic strategy enabled dynamic ad placements and campaign adjustments based on immediate data insights. This efficiency in advertising spend and targeting precision marks a shift from traditional methods.
  2. Data-Driven Retargeting: By capturing mobile device IDs from individuals exposed to the pDOOH ads, the campaign could retarget these audiences across additional programmatic channels, enhancing both reach and engagement.
  3. Brand Lift Study Results: The InMobi Pulse brand lift study demonstrated the campaign’s impact, showing a 19% increase in brand awareness and improvements in brand consideration. These metrics validate the effectiveness of combining pDOOH with mobile retargeting.
  4. First-Party Data Efficiency: Utilizing first-party data from pDOOH ads led to a significantly higher click-through rate compared to traditional third-party demographic and interest data. This underscores the value of high-quality data in driving engagement.
  5. Significant Reach and Consumer Interest: The campaign generated 5.7 million impressions in less than six weeks and recorded notable increases in consumer intent to purchase Tropicana products, indicating strong campaign reach and impact.
  6. Collaborative Innovation: The partnership between Publicis Media and The Trade Desk facilitated the smooth implementation of this pioneering campaign, showcasing the potential of pDOOH to enhance marketing effectiveness.

For more details visit: https://www.thetradedesk.com/us/resource-desk/pepsico-boosts-brand-lift-with-programmatic-dooh

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