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Intersection connects digital and physical advertising by leveraging transit and public spaces. It partners with cities and brands to offer strategic out-of-home media that enhances consumer interaction. Their platform helps brands boost awareness and engagement through targeted campaigns in high-traffic urban environments.
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Intersection's Website Claims...
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High-impact media offerings
Intersection claims that their Expedia OOH campaign elevates brand recall 47% compared to competitors, proving its effectiveness.
Significant audience engagement
Intersection claims that their Pharma brand campaign saw a 75% lift in prescription performance due to strategic placement.
Revenue-driven ad strategies
Intersection claims that an online grocery delivery brand saw 144k in incremental revenue from their OOH campaign, outperforming rivals.
BlurbSTAR Case Study
Expedia & Intersection
Expedia boosted brand via strategic outdoor campaign.
11%
lift in brand consideration
14%
increase in likelihood to book
1.
Situation
Expedia Aims for Brand Lift
β
Target cities: New York and Philadelphia.
β
National travel surge presented a key opportunity.
β
Key focus: Increase brand awareness and consideration.
In the bustling markets of NYC and Philly during 2023, Expedia aimed to boost its brand presence significantly. Despite being an established brand in the travel sector, Expedia identified the growing influence of urban audiences amidst a national travel surge as a pivotal opportunity. The core situation involved leveraging outdoor advertising to not just maintain, but elevate brand awareness and consumer consideration. This strategic necessity arose from the need to capitalize on urban engagement, making their comprehensive travel packages and services more noticeable amidst the dynamic advertising environments.
2.
Task
Crafting High-Impact Campaign
β
Select high-traffic areas for ad placement.
β
Highlight core services: packages, resorts, last-minute bookings.
β
Enhance daily commuter engagement with strategic messaging.
Expedia's task was to implement a highly visible and engaging campaign that could enhance brand awareness and consumer consideration. To achieve this, they opted for a dual strategy focused on high-impact digital and static media placements in heavily trafficked urban areas. They aimed to dominate commuter pathways with strategic messaging centered on their signature offerings: travel packages, resort reservations, and last-minute bookings. The task involved not only catching the eyes of daily commuters but also embedding the Expedia brand deeper into consumer lifestyles, thus lifting overall consumer association with their travel services.
3.
Action
Effective Use of Urban Media
β
Implemented digital kiosks along busy streets.
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Station domination focused in key transit hubs.
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Collected audience feedback via post-campaign surveys.
Expedia executed their plan by placing digital kiosks and implementing station domination in key transit locations around NYC and Philadelphia. This action included deploying engaging and visually impactful ads that resonated with urban dwellers' daily routines. The campaign involved utilizing both digital and static OOH media to maximize reach and engagement, meticulouslyβtailoring content to resonate with potential travelers. Furthermore, Expedia conducted post-campaign surveys among exposed audiences to measure ad recall and perception changes, using these data insights to realign their marketing strategy effectively.
4.
Result
Metrics Exceeded Expectations
β
Brand awareness boosted by 7%.
β
Ad recall exceeded industry benchmarks by 13%.
β
Positive sentiment toward Expedia increased by 13%.
Expedia's OOH campaign successfully surpassed its goals, with a significant impact on several fronts. Brand awareness increased remarkably, as evidenced by a 7% uplift noted through consumer surveys. Impression scores also rose, with 77% of viewers indicating a more positive outlook on Expedia after campaign exposure, a 13% improvement. Additionally, ad recall soared at 47%, substantially outpacing industry benchmarks by 13%. These results fed into business growth metrics, including an 11% lift in consumer consideration and a 14% boost in the likelihood of bookings. Ultimately, Expedia demonstrated the potent synergistic effect of a well-executed OOH campaign in maintaining and enhancing brand momentum in urban markets.
Keywords
EXPEDIA
OOH ADVERTISING
BRAND AWARENESS
CONSUMER CONSIDERATION
NYC
PHILADELPHIA
TRAVEL PACKAGES
TRANSIT MEDIA
DIGITAL KIOSKS
STATION DOMINATION
Out of Home Advertising Q & A
Intersection hasn't answered their category questions yet.
1.
What types of OOH inventory do you offer (digital billboards, static billboards, transit, street furniture, place-based, etc.)?
Intersection has not completed their Blurbs FAQs
2.
Can your platform support programmatic digital out-of-home (pDOOH) buying?
Intersection has not completed their Blurbs FAQs
3.
How does your platform handle audience targeting and measurement?
Intersection has not completed their Blurbs FAQs
4.
Do you provide attribution capabilities to track OOH effectiveness on online conversions?
Intersection has not completed their Blurbs FAQs
5.
How flexible are your campaign durations and minimum spend requirements?
Intersection has not completed their Blurbs FAQs
6.
Can your OOH placements integrate with our digital campaigns (cross-channel sync, retargeting, social amplification)?
Intersection has not completed their Blurbs FAQs
7.
How do you ensure brand safety and premium placements?
Intersection has not completed their Blurbs FAQs
8.
What reporting and analytics do you provide, and how frequently?
Intersection has not completed their Blurbs FAQs
9.
Do you offer creative services or dynamic creative optimization (DCO) for digital OOH?
Intersection has not completed their Blurbs FAQs
10.
Do you have partnerships with specific cities, airports, stadiums, or retail locations?
Intersection has not completed their Blurbs FAQs