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 Baxter Avenue Morgue

Case Study

Baxter Avenue Morgue Mobile Network Advertising     
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Significant Results

  • Both click through rate (CTR) and secondary action rate (SAR) were above the benchmark
  • SAR spiked in the two days before Halloween, demonstrating the impact of contextual relevance
  • When removing the last two days of the campaign, the OOH assets delivered higher CTR and SAR than the Football Field, further suggesting that OOH is the BEST primer for mobile engagement
  • Baxter Avenue Morgue secured over 250 direct consumer interactions during the month flight
Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

In order to drive traffic attendance to a local haunted house, Baxter Avenue Morgan paired OOH an​d mobile. The combination of the OOH priming effect with the month leading up to halloween, Baxter Avenue Morgan secured over 250 direct consumer interactions!

Details

  • ​Campaign Flight: Nov. 16, 2015 – Jan. 10, 2016 (12 weeks) Oct 1-Oct 31, 2015 (4 weeks)
  • Media buy: Posters and Bus Shelters in Louisville
  • Geofence: 1 mile radius around all OOH assets and a local high school during football games on Thursday, Friday and Saturday nights.

Rational

Increase awareness and drive attendance to a local haunted house, Baxter Avenue Morgue, in the month leading up to Halloween.

Results

  • Both click through rate (CTR) and secondary action rate (SAR) were above the benchmark
  • SAR spiked in the two days before Hall​​oween, demonstrating the impact of contextual relevance
  • When removing the last two days of the campaign, the OOH assets delivered higher CTR and SAR than the Football Field, further suggesting that OOH is the BEST primer for mobile engagement
  • Baxter Avenue Morgue secured over 250 direct consumer interactions during the month flight

Baxter Avenue Bar Graph results 

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