audience . We believe in a highly tactical approach to DOOH , which may include precise geolocation , placement types , day of week , time of day targeting , and the use of first party data , all with a view to improvements in micro and macro conversions .
This is exactly what we did for PlayStar . com , a licensed New Jersey online casino and a client of ours . Our strategy was fairly straightforward , to maximise the number of views to the target demographic with an overall goal of seeing an organic uplift in website visitors and customers in two specific locations in the state .
For this , our paid media team worked with digital outdoor supply vendors and our client to curate a highly targeted list of venues to closely correlate with where ideal users might frequent , or where
Our strategy was to maximise the number of views to the target demographic as possible with an overall goal of seeing an organic uplift in website visitors and customers
there might be an element of high foot traffic . In all scenarios and placement types , we can test various elements programmatically and set a real-time bid that is more or less aggressive according to the estimated impressions and cost per mille ( CPM ) using some of the most advanced technology in media buying through our demandside platform . Most incredibly , we can use first party data to predict lookalike audiences based on existing converting customers and show them an ad when they are in range of a digital board .
Breath of fresh air
So how do we measure success ? Well , GA4 will do some of the heavy lifting , along with Google Search Console , which will give a sense of the brand impact from organic query growth to a rise in SEM and direct visitors when drilled down to the locations in question . In the case of PlayStar we saw an average increase in core brand terms of 121 % compared with the previous period where we were not live , along with an overall website visitor increase of 16 %, and a new user sign up increase of 54 %. To reiterate , all this happened in the specific regions we were advertising in order to isolate as
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