When Uber Eats wanted to increase brand awareness and purchase consideration for its delivery application, the brand launched a programmatic digital out-of-home (pDOOH) campaign in select markets in the Netherlands. Curious about the results? Keep reading.
Online food ordering and delivery platform Uber Eats wanted to increase brand awareness and purchase consideration for its delivery application. Launched in 2014 by Uber, the brand is operational in over 6,000 cities in 45 countries and has couriers delivering meals by car, scooter, bike, or on foot. Looking to raise awareness for its ‘No Delivery Fees’ promotion, the brand launched a programmatic digital out-of-home (pDOOH) campaign in select markets in the Netherlands.
Objective
With the goal of driving brand awareness for its new promotional offer, Uber Eats activated the campaign as part of a larger omnichannel strategy.
To measure the impact of the pDOOH ads on ad recall, interest, attribution, consideration and purchase intention, a brand lift study was conducted in collaboration with Broadsign and Happydemics.
Strategy
The pDOOH campaign was launched in collaboration with agency partner EssenceMediacom and out-of-home expert Broadsign. Working with Outmoove demand-side platform (DSP), the campaign ran alongside other channels including paid social and online video.
Broadsign worked closely with EssenceMediacom and Uber Eats to determine campaign parameters, creating proposals that included audiences, locations, venue types, and more. Campaign proposals and creatives were then uploaded and launched via Outmoove DSP, which also provided reporting on campaign performance.
Locations & Venue types: The ads were displayed in cities spanning the Netherlands, including Rotterdam, Eindhoven and Haarlem, across:
- Train stations
- Malls
- Urban Panels
- Bus shelters
- Gas stations
Over the duration of the campaign, 7.6M+ ads were served, resulting in 27.8M+ total impressions.
OOH Vendors included Global Netherlands, Clear Channel Netherlands, JCDecaux Netherlands, CSDM, and Ocean Outdoor Netherlands.
The Results
Ad interest nearly doubled when comparing ad recallers to non-ad-recallers, highlighting the campaign’s ability to capture audience attention.
2X lift in purchase consideration. The campaign ranked in the top 15% for purchase consideration in the food delivery category across all media.
“Broadsign enabled us to quickly activate our programmatic DOOH campaign, allowing us to reach a contextually relevant audience at scale. Their audience and location data were crucial in targeting potential viewers and delivering the right message across various formats seamlessly. Additionally, the flexibility to update creatives during the campaign ensured our messaging stayed fresh and effective throughout. Broadsign’s support made the entire process smooth and efficient, helping us achieve impactful results,” said Fadli Gunawan, EMEA Brand Media Lead, Uber.