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 Empire Paratransit

​​Case Study
Empire Paratransit Mobile Geofencing Case Study   
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Significant Results

  • Secondary action rate (SAR), which was optimized for, reported a 72% lift above benchmark.
  • Attribute Empire Paratransit’s lift in SAR to the OOH priming effect.
  • After campaign completion, Empire Paratransit renewed their contract, attributing more budget to mobile, thereby securing additional mobile impressions.
Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

In order to entice new drivers to join their fleet, Empire Paratransit promoted their competitive hourly rate on OOH and Mobile. The client saw a 72% lift in secondary action rate (SAR)​, and based on the success of the campaign renewed with a higher budget.

Details

  • Campaign Flight: Dec. 28, 2015 – Jan. 24​, 2016 (4 weeks)
  • Media buy: NYC Bus Tails
  • Geofence: 1 mile around bus shelters and bus depots along route

Rational

Entice consumers to become drivers for Empire Paratransit by promoting the competitive hourly rate on NYC buses and mobile advertising.

Results

  • Secondary action rate (SAR), which was optimized for, reported a 72% lift above benchmark.
  • Attribute Empire Paratransit’s lift in SAR to the OOH priming effect.
  • After campaign completion, Empire Paratransit renewed their contract, attributing more budget to mobile, thereby securing additional mobile impressions.​

Empire Paratransit bar chart 

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