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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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
