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.
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