A case study by Gazprom-Media Sales House, GPM Data and Online Bank: How to increase website visitation by 43% using DOOH

Gazprom-Media Sales House, GPM Data and Online Bank conducted a DOOH outreach advertising campaign using the inventory of the leading outdoor advertising operator. Find out how to get over 50 thousand unique website visits in this case study.

Goal

To attract small businesses to maintain a current account in Online Bank.

Objectives

To conduct an outreach advertising campaign using digital outdoor advertising;

To verify the results by measuring the change in O2O conversion to website visits.

Solution

Today, digital outdoor advertising technologies make it possible to assess the impact of a DOOH advertising campaign on the growth of the advertiser’s website visitation. This is done with the help of a pixel that collects data about users from the website and Wi-Fi sniffers installed on digital advertising structures.

As part of the campaign, Gazprom-Media Sales House and GPM Data, the consolidated center for big data operations within Gazprom-Media Holding, ensured broad reach of the bank’s target audience through extensive coverage of the bulk of the outdoor advertising operator’s DOOH inventory.

Wi-Fi sniffers installed on the operator’s digital surfaces read the hashed MAC addresses of mobile devices located within the “coverage zone” of a digital advertising screen. GPM Data then enriched the obtained anonymized data with user phone numbers and compared it to cookie data collected through a pixel on the advertiser’s website.

Based on the data obtained, the teams formed two user segments, which were divided into the following groups:

A test group — users saw the brand advertising on digital screens;

A control group — users were not exposed to the advertising message during the campaign.

The segments were drawn from the same address program and had identical socio-demographic characteristics and interests. Segmenting the website visitors into groups made it possible to analyze how exposure to outdoor advertising affected conversion rates.

Assessment of results and advertising campaign efficiency

The results of the study showed a significant increase in website visits for the group of users exposed to the advertising, compared to the control group. With DOOH, the growth in conversion to website visits increased by 43%.

The following audience indicators were also achieved:

More than 650 thousand users with unique MAC addresses saw the video on a digital banner;

More than 50 thousand users with unique MAC addresses visited the website of Online Bank.

Pixel installation is a simple but effective technique that is particularly relevant to the financial services category. By synchronizing with DOOH technologies, it is possible to receive data and identify audience preferences in real time. With this knowledge, advertisers can optimize existing audience segments and create new ones, increasing targeting accuracy and conversion rates.

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