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

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in