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

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

Want to master digital transformation? Stop thinking about your own problems

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in