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 DC Department of Health

Case Study

DC department of health out of home and mobile advertising bus shelter
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SAR was optimized for, with 11.93% of consumers completing a second action, a 298% lift from the mobile alone benchmark.

DC DOH's lift in SAR is attributed to the OOH priming effect on mobile engagement. The increased website visits is attributed to the OOH and mobile media mix.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

The objective of DC Department of Health (DOH) was to create awareness and remind parents to update required school health forms via DOH. By pairing OOH & Mobile into DOH's media mix, they were able to amplify their campaign reach.  

Details

Campaign Flight: Mobile & OOH: August 1 - September 11 (5 weeks)

Media buy: Rail Car Cards and King - Size Bus Posters

Geofence: 3 mile radius around DC rail stations reaching DC parents and student

Rational

Create awareness of DC Department of Health (DOH) and remind parents to update required school health forms via DOH.

Results

SAR was optimized for, with 11.93% of consumers completing a second action, a 298% lift from the mobile alone benchmark.

DC DOH's lift in SAR is attributed to the OOH priming effect on mobile engagement. The increased website visits is attributed to the OOH and mobile media mix.

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