Nickelytics, in collaboration with Branded Cities and Ivee, has concluded a two-week geo-targeted advertising initiative across Times Square and key New York City locations, highlighting six emerging consumer brands. The campaign leveraged omnichannel out-of-home (OOH) strategies to drive consumer engagement, combining high-impact billboard placements with interactive taxi ads.
Campaign Results and Strategy
The initiative utilized Branded Cities’ Nasdaq Tower in Times Square for broad awareness, alongside Ivee’s Smart Taxi software in NYC cabs to prompt direct consumer action. Key outcomes included:
- Search Growth: Each participating brand achieved “Breakout” status on Google Trends, with search growth exceeding 5,000%.
- Impressions: Over 3 million impressions were recorded.
- In-Car Engagement: Ads generated 820,000 minutes of in-car brand exposure, with 73% of CPG ads playing within five minutes of a Target store.
- CTR Performance: Click-through rates reached 27%, surpassing average digital campaign benchmarks.
Roger Wood, Director of Digital Growth/Programmatic at Branded Cities, noted: “Branded Cities’ NASDAQ Tower in Times Square packed a punch for Nickelytics, allowing their brands to reach audiences with high-impact imagery, driving online action.”
The campaign was powered by Nickelytics’ programmatic digital OOH (DOOH) platform, integrated with Vistar Media’s supply-side platform (SSP) following its acquisition by T-Mobile in June 2024. Lucy Markowitz, SVP and GM of the US Marketplace at Vistar Media, stated: “Vistar Media’s SSP provided access to in-demand OOH inventory, enabling premium placements through programmatic efficiency. This campaign exemplifies how DOOH delivers performance-driven outcomes in high-traffic areas.”
Bo Sijuade, Director of DOOH at Nickelytics, emphasized the collaboration’s value: “Partnering with Branded Cities and Ivee empowers brands to rise above the noise in one of the world’s most competitive media markets.”
Dave Matthews, VP of Product for Ivee, highlighted the campaign’s dual focus: “Modern marketers need performance at every funnel stage. This initiative drove mass awareness and measurable engagement, proving OOH can be a full-funnel solution.”
About the Companies
- Nickelytics: Specializes in last-mile advertising, utilizing DOOH and mobility networks to deliver precise audience engagement. (https://www.nickelytics.com/)
- Branded Cities: Owned by EL Media and Shamrock Capital, it operates premier OOH assets across North America, including Times Square and the Las Vegas Strip. (https://brandedcities.com/)
- Ivee: Develops in-vehicle infotainment software to enhance passenger experiences during transit. (https://www.goivee.com/)
