2020 Local Case Study Award Winners
Case studies are powerful testimonials and the OAAA case study library contains over 650 examples of how OOH is creating results in markets across the US. The fifth annual OAAA/Geopath Local Case Study Contest produced a record 64 entries, and the cases demonstrated OOH is being used as a strategic media element in local markets more than ever. All the 2020 winners incorporated data to plan and analyze the effectiveness of the OOH campaigns.
The Local Case Study Contest winners are typically announced at the OOH Media Conference + Expo, but due to this year’s cancellation, the winners are being recognized virtually. These winning studies are now available through the links below and in the OAAA case study library. The 2020 Local Case Study Contest winners are:
Grand Prize Winner:
Janovic Paint – Lindsey Plakoris, JCDecaux
Five Finalist Winners:
Molly’s Spirits – Lori Johnson, Lamar Advertising
International Spy Museum – Jack Costello, OUTFRONT Media
Dan Laughlin for State Senate – Lauren Colletta, Lamar Advertising
US Postal Service – Bryant Hughes, do it outdoors
Kruter Motors – Elizabeth Rave, OUTFRONT Media
In recognition of their outstanding work, all winners will receive $250 and grand prize winner Lindsey Plakoris will receive a complimentary trip to next year’s OAAA/Geopath OOH Media Conference.
Janovic Paint and Home Décor – Grand Prize Winner Highlights
Janovic is a New York-based paint and decorating store that utilized OOH for the first time in 2019. Prior marketing efforts had focused primarily on B2B, but they wanted to shift their focus and marketing strategy to the direct consumer. Janovic’s campaign objectives were to drive brand awareness and generate foot traffic to their nine store locations in Manhattan by reaching homeowners and individuals who were interested in home renovations.
Data analytics were used to identify the highest indexing audiences in Manhattan, overlaid against the neighborhoods where the stores were located. Geopath OOH ratings were used to educate the client on campaign impressions, reach and frequency delivery. The campaign was supplemented with geofencing to deliver mobile media messages to the audience exposed to the OOH ads.
The flights were from May 6 – June 30, and September 2 – October 27, and ran on digital bus shelters utilizing slow-motion animation. By using data to create custom audience segments, Janovic was able to reach its target audience in neighborhoods near their stores.
To evaluate the OOH campaign effectiveness, a foot traffic study was deployed that leveraged both exposed and non-exposed audiences along with pre-campaign and in-campaign measurement.
The campaign produced strong results for Janovic, generating a foot traffic visit rate increase of 35 percent. The mobile geofencing extension resulted in over 2,000 additional website visitations resulting from the interactions with the mobile ads.