How to increase search traffic using hourly digital billboards and CPC optimisation

| Blindspot

One of the main challenges of advertising on billboards, be it print or digital, is to properly track the impact of your campaign. In this case study, we’re going to share what worked and what didn’t – so you can learn and adapt your future Digital Out of Home campaigns.

The company bfound is a local digital marketing solutions agency based in Dubai, UAE. Their clients are mostly local small to medium businesses that are trying to increase the number of leads and potential clients.

Now, more than ever, running a digital agency is a huge challenge. Clients are bombarded with options and despite having a superior product, sometimes you don’t manage to break through the clutter in order to reach your audience with the right message in order to build the trust you need for them to choose you.

bfound created a very simple animated visual to showcase the variety of services.

 

This ad ran between 9-10 AM, 12-1 PM, as well as 1-3 PM on select days for only two weeks – meaning the company could optimize their spend and not book hours that they didn’t consider relevant for their target audience. The campaign ran on 50 screens in various indoor locations in Dubai, targeting mostly entrepreneurs and a general white collar audience.

How can you measure the impact of this small 10 days campaign, you might ask. It’s an extremely valid question. To isolate, we looked at search and direct traffic on campaign days compared to the previous month. Here’s what worked:

  • +31.95% CPC search traffic in campaign days (one month before, search CPC campaigns were optimised, yet results increased considerably in the campaign period compared to the previous month)
  • +2.85% overall traffic in campaign period compared to the month before

And since the purpose of a case study is to show learnings, meaning things that did not pan out, here’s what didn’t work:

  • Direct leads calling the unique phone number – as expected, digital billboards, unless they go viral online, do not provide direct leads. However, they can support online or mobile ads by building brand trust, leading to higher CTR and even lower CPC due to increased ad score
  • Direct traffic – similar to direct leads, people remembered the company, but not the website name, so they searched for the name online, then ended up on the website via their preferred search engine

This was bfound’s first digital billboard campaign. It managed to treat the campaign as similar as possible to its online marketing efforts and saw that together with a traditional performance campaign, Digital Out of Home can provide a significant uplift despite using a small optimised budget.

This campaign was made possible through Elevision’s “Support your Local Community” fund and was programmatically planned through Blindspot’s DSP platform, supported by Broadsign‘s SSP.

TOP LOCATIONS

Billboards in city 

Tampa Billboards

Tampa Billboards

Unleash the Impact of Strategically Placed Digital Billboards in Tampa’s High-Traffic Zones.

Arlington billboards

Arlington billboards

Elevate Your Business with Billboard Advertising in Arlington

San Francisco billboards

San Francisco billboards

Enhance Customer Engagement with San Francisco Billboards

Kansas City Billboards

Kansas City Billboards

Uncover the Power of Kansas City Billboards: High Visibility and Targeted Messaging for Maximum Impact

 

Phoenix billboards

Phoenix billboards

Explore the Diverse Phoenix Billboard Market: Target Specific Audiences with Abundant Option

 

Seattle Billboards

Seattle Billboards

Unlock the Benefits of Billboard Advertising in Seattle: Cost-Effective and Unavoidable Visibility for Businesses

Pasadena billboards

Pasadena billboards

Discover the Transformative Power of Pasadena Billboards: Unmatched Visibility for Business Success

Nashville billboards

Nashville billboards

Discover Billboard Advertising Opportunities and Get be seen in the Melodic Metropolis.

Minneapolis Billboards

Minneapolis Billboards

Explore the Billboard Advertising in Minneapolis and Illuminate Your Brand’s Presence with Blindspot.

London Billboards

Billboards in London

Discover billboards and be seen in The Magic City.

Times Square billboards

Times Square billboards

Now affordable for everyone with Blindspot

Chicago Billboards

Billboards in Chicago

Be seen in the Windy City, the second-largest city in America.

Atlanta Billboards

Billboards in Atlanta

Be seen in The Big Peach, the heart and soul of America’s economy.

Las Vegas Billboards

Billboards in Las Vegas

The City of Lights awaits your ads to come into town. Browse for a billboard now!

Los Angeles Billboards

Billboards in Los Angeles

The City of Angels is waiting to see your ad come to life. Browse billboards now!

case studies

The work we are proud of

How bfound increased search traffic using hourly digital billboards and CPC optimization

Blindspot & Carrefour DOOH drive a staggering 149% – 290% sales increase for Beko & Arctic

Driving search and PPC performance through digital billboards – Fujifilm Instax case study

The GameStop billboard that broke the internet

How Wokyo Noodle Bar increased sales by 54% using digital billboards