Increase in coverage of outdoor advertising campaign of the international online taxi service

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The international online taxi service, the client of Media Direction Group, is the American company that created a mobile app for searching, calling and paying taxi or private drivers. Today the service is available in more than 600 cities around the world.

Problem
Problem
  • Increase in coverage of the outdoor advertising campaign
  • Efficient use of media budget
  • Super-targeting and look-a-like audience modeling
  • Growth in application download conversion and taxi calls
Solution
Solution

During DOOH advertising campaign in Novosibirsk, the online taxi service connected to the targeting and media measurement system SmartIndex to increase the audience and attract new clients.

The online service had never used a targeting technology before and recently the company had greatly reduced the media budget for outdoor advertising campaigns. In the framework of the project it was necessary to conduct super-targeting and look-a-like modeling of the audience according to the given parameters. Using the service SmartIndex allowed to profile the audience and target the ad messages to potential clients in real time. It was necessary to take into account real pedestrians, car passengers and public transport, as well as measure traffic changes during the day with the accuracy of a few seconds.

Based on the results of the project using SmartIndex, the coverage of DOOH advertising campaign increased by 23% with the initial number of ratings.

Effect
Effect

SmartIndex allows to increase the efficiency of the outdoor advertising by 15-35%, significantly optimize costs in terms of audience coverage and accumulated TRP (target rating point). The conversion to buyers increased on average in 1.75 times.

Sergey Gumel
Sergey Gumel
OOH Buying Director of Media Direction Group

"Clients of Media Direction Group have been actively using Smartindex since the launch of the service last fall. The service demonstrated undeniable efficiency and wide opportunities, including full coverage of the Russian Federation territory. At the moment, there are no other existing alternatives on the outdoor market that are similar in functionality".

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