Compare the Market unlocks dynamic billboards for live fuel comparisons

Dynamic out-of-home advertising used to bolster take-up of real-time fuel pricing app

Compare the Market has supported the launch of its Simples Fuel app helping consumers find cheaper fuel using digital billboards to broadcast live fuel prices in locations across Brisbane.

The Simples Fuel campaign aims to make it easier for motorists to find and compare prices of fuel. Compare the Market partnered with digital billboard provider, QMS Media, and used live fuel price feeds from a custom API to dynamically update digital billboard locations across Brisbane to ensure locals could find cheaper fuel near them.

The billboard campaign delivered a 38 per cent uplift in app downloads, as well as an improvement in search volumes by 13 per cent when compared to the immediately preceding period where digital billboards did not feature dynamically inserted prices.

Compare the Market acting CMO, Chris Catchpoole, said the real-time pricing campaign gave drivers a preview of what the Simples Fuel app could deliver.

“Our goal was to maximise our reach of Brisbane motorists on their daily commute and showcase the savings that could be unlocked through using the Simples Fuel app,” Catchpoole said.

Using QMS’ digital billboards across Brisbane, Compare the Market automatically updated each location’s creative with the cheapest fuel price available in Simples Fuel within designated proximity, ensuring motorists could capitalise on cheaper fuel prices in that exact moment.

 “We found the live fuel price executions outperformed other outdoor billboards for this campaign. In other markets we ran non-dynamic feeds, and whilst they still drove app downloads, the results in Brisbane where we tailored the creative to be more relevant to each location had a noticeable lift,” he said.

QMS general manager strategy, Christian Zavecz, said the growth of digital billboards and the advancements in technology are making it simpler and faster for clients to deliver more targeted and relevant campaigns.

“Digital billboards as a medium, now has the scale, quality and capability to make reaching large audiences with targeted, relevant and engaging creative easier than ever before,” Zavecz said.

“Our Neuro Insights study this year showed dynamic creative on digital large format billboards delivered a 40 per cent greater neuro impact than static billboards. With Compare the Market being able to attribute a 38 per cent uplift in downloads, we can now see the correlation between making campaigns unique and memorable and delivering real results for advertisers.

“We are just starting to scratch the surface with what is possible when it comes digital out-of-home, and more specifically, digital billboards."

QMS said technology and back-end systems have made it easier to deliver dynamic creative with short lead times.

"Combine this with neuroscience and dynamic creative like the Simples Fuel app campaign, and we can see just how powerful digital billboards can be when advertisers embrace the dynamic capabilities of the medium,” Zavecz added. 

Compare the Market's previous CMO, Jenny Williams, left the organisation after a little less than 18 months in the CMO role, due to family reasons back in May.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in