Case Study

Verizon 5G Home Internet

Driving Verizon 5G Home Internet & Holiday Deals Awareness Through In-Vehicle Advertising

New York City Dallas

Advertising Case Studies > Verizon 5G Home Internet

Background

Verizon sought to boost awareness and engagement around its Home Internet & Holiday Deals offerings during the holiday season. The brand turned to in-vehicle advertising across New York City and Dallas as primary markets, and run of network on secondary markets to reach on-the-go consumers through high-impact hyper-localized campaigns.

Campaign Overview

Markets: New York City & Dallas

Duration: 3 months (Q4 Holiday Season)

Media Assets: In-vehicle digital screens

CPM: $15/CPM (In-vehicle Display)

Objective: Increase awareness and improve store visit metrics. Collect audience metrics for continuous follow-up campaigns with retargeting.

Strategy

  • Hyper-localized targeting near Verizon stores and other points of interest.

  • Geofencing parameters were set around locations in key markets, prioritizie.

  • Impression delivery in those zones. Advertisements were still able to play outside of those zones.

  • Data-driven optimization during campaign

  • Device IDs collected for digital retargeting following up with exposed audiences on social media platforms for continued impact in follow-up quarters after the holidays

In-Vehicle Displays

Results Snapshot

Ad Recall: ↑43% vs. digital OOH benchmark

In-vehicle Impressions: 5,000,000 (aprox)

Retargeted Impressions: 4,000,000 (aprox)

Ad Recall Rate: ↑19% in target zones vs. control

Foot Traffic Lift: +59% ad recall rate vs control

Likelihood of Purchase: +31%, ~6.5x benchmark stat

Audience Insights

  • 57% of passengers were aged 25–34

  • 40% earned $100K+

  • Avg. trip time: 22 minutes, ideal dwell for ad engagement

  • In-vehicle ad engagement rates: ~23% vs. 0.17% mobile display benchmark

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