Programmatic DOOH Drives Tune-In Intent for FOX’s The Masked Dancer
To make noise about its upcoming TV series, The Masked Dancer, FOX and agency Rapport LA tapped Vistar Media to launch a data-driven, programmatic DOOH campaign across billboards, gas stations, urban panels and taxi tops in twelve core DMAs.
Campaign Strategy:
Data-Driven Audience Targeting
FOX utilized Vistar’s partnership with the LiveRamp Data Store to target a “TV Viewership Audience” from TiVo, based on consumers who watch reality and game shows as well as competitive networks.
Cohesive Measurement
With Vistar’s newest measurement solution, FOX was able to evaluate the impact of moving inventory, such as rideshare and taxi tops, alongside non-moving OOH media types for its DOOH campaign.
Campaign Results:
Measuring the impact of the DOOH campaign on consumer perception and behavior, Vistar’s exposure-based brand lift study revealed an 8% lift in awareness, 12% lift in consideration, and 11% increase in tune-in intent.
DOOH Awards:
Due to its unique data-driven strategy, FOX was recognized for several industry awards — including MediaPost OMMA’s Best Digital Out-of-Home Campaign and DailyDOOH Award’s Best AdTECH Campaign.
Source: Mia Disano
