WE SAW A 138% ABOVE SAR BENCHMARK FOR THE NEW JERSEY TURNPIKE.
The New Jersey Turnpike Authority had a development plan that was going to disrupt daily Turnpike (I-95) commuters. In effort to build awareness about the new construction and traffic patterns, the transit authority used a highly visible billboard on the freeway as well as a mobile campaign to direct commuters to the NJTA website for further information about their project.
INSIGHTS
RESULTS
1.2M
Delivered Impressions
138%
Above SAR Benchmark
SOURCE: OUTFRONT Mobile Network, Internal Study [2019]
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
STRATEGY & TACTICS
THE FACTS
Proximity Targeting + OOH
Their strategy consisted of geofencing zip codes that fall within the vicinity of the Turnpike (I-95) as well as the I-78 corridor and parts of Lower Manhattan. A billboard on the New Jersey Turnpike was also used in conjunction with mobile to enhance the priming effect.
Target Audience
The New Jersey Turnpike Authority a used highly visible billboard on the freeway to reach their audience of commuters that would be impacted by the project.
Dynamic Banner
The New Jersey Turnpike Authority’s banner ad directed users to their website further informing commuters about the construction and new traffic patterns.
United States
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