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Digital Out-of-Home Boost for Automotive Brand in Spain

3 min read
cupra degies sales slump with dooh campaign
Advertiser: CUPRA
DSP:The Trade Desk
Agency:PHD Media
Operator: JCDecaux
Region:Spain
Vertical:Automotive

Spanish car manufacturer CUPRA needed to increase brand awareness and foot traffic to its dealerships. CUPRA decided to engage Adsquare as a one- stop partner to run a programmatic DOOH campaign and to measure their drive-to-store campaign in Spain.

Challenge

According to the Financial Times*, in 2020 domestic sales of Spanish-made vehicles registered a drop of about 35% compared with 2019. To respond to these challenges and intelligently allocate advertising efforts, CUPRA needed to find an effective technology to reach their customers, generate traffic to their dealerships and measure store visits. DOOH poster locations see very different audiences passing by each day. In fact, audiences can change by the hour and identifying the right audience at the right time to effectively place ads, remains a challenge.
*Read the PDF

Solution

PHD Media and CUPRA decided to leverage the full potential of Adsquare ́s solutions. They ran a Proximity Targeting campaign by targeting all mobile devices close to CUPRA ́s dealerships or to competitors ́points of sale. In addition, via Adsquare’s data catalog, they selected their desired audience, including people over 42 belonging to high or middle to high class, interested in buying luxury cars or in competitor brands. By combining audience segments and movement data, Adsquare ́s technology automatically calculates index values for each DOOH screen and ranks the inventory according to relevance. The index calculation is based on the ratio between all users seen in proximity of the DOOH screens and the client’s desired audience and recalculated for every hour of a week. Finally, thanks to Adsquare ́s map-centric OOH dashboard, the client activated the relevant screens frequented by the desired audience programmatically via its pre-bid integration with The Trade Desk.

Result

Adsquare’s Footfall Measurement tracked 2,075 incremental visits attributable to this 1-month long campaign, which correspond to a visitation uplift of 127%. Through Adsquare ́s intelligence, PHD Media and CUPRA were able to optimize their ad spend by automatically targeting only those screens that were frequented by relevant audiences.

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