Each year, the Association for Data-Driven Marketing & Advertising, better known as ADMA, holds their Global Forum conference – featuring the industry’s brightest minds from around the world.
Consequently, the annual strategy to entice new delegates is a colossal challenge so our task was to entice a fresh audience using one of advertising’s oldest ‘one-to-many’ mediums, out-of-home (OOH).
To do this, we had to harness our biggest strength: data.
Partnering with oOh!media, we developed a hyper-targeted OOH initiative for ADMA’s Global Forum featuring personalised, localised and near real-time messaging – a world-first for OOH media.
To begin with, we identified 4800 individuals from 500 companies using first-party data, overlaying longitude/latitude coordinates – and even the curvature of the earth – to pinpoint the closest cafes and elevator screens (inside a 50-metre radius). Next, we cross-referenced company addresses and data from 100 of Australia’s biggest ad spenders, honing in on potential delegates across NSW, VIC and QLD.
We then fed ADMA ticket sales into our locational engine in near real time, personalising every screen with dynamic messaging showing prospective attendees where tickets had already been purchased. To heighten ‘FOMO’, the screens also featured a clock countdown in the lead-up to the two-day event.
It’s not very often that an agency gets to redefine what’s possible for a particular medium, so we’re thrilled to be instrumental in this milestone achievement.
ADMA Global Forum tickets sales saw a very healthy spike – and we were elated with the feedback and coverage the campaign received from industry press.
Thanks to the vision and investment of the oOh!media network, we delivered a truly unique idea for ADMA by pioneering personalized programmatic OOH – which is just a taste of things to come in the way data is set to transform the role of the OOH channel.