Case Study

XUMO

Engaging Audiences On-the-Move with Streaming Service

Atlanta

Advertising Case Studies > XUMO - Atlanta

Background

Xumo faced a competitive streaming landscape and sought to leverage moving-out-of-home formats to reach urban, mobile audiences in high-attention contexts. Formats leveraged included rideshares and delivery vehicles featuring wraps and in-vehicle displays to generate brand impact and measurable lifts in desired markets.

Campaign Overview

Markets: Atlanta

Duration: 8 Weeks (April-May)

Media Assets: Vehicle Wraps (20x), In-vehicle digital screens

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

Measurement Method: Third Party Data Study

Objective: Break through awareness for heavily saturated media category and reach audiences on mobile and in transit continuous follow-up campaigns with retargeting.

Strategy

  • Campaign deployed using multiple out-of-home formats across Atlanta for two months, including in-vehicle displays and wrapped vehicles

  • Use dynamic creative where possible to highlight streaming service

  • Measure and conduct retargeting campaign of exposed audiences with location-enabled analytics and measurement

In-Vehicle Displays
& Vehicle Wraps

Results Snapshot

Ad Recall: ↑43% vs. digital OOH benchmark

In-vehicle Impressions: 3,000,000 (aprox)

Retargeted Impressions: Not tracked

Ad Recall Rate: ↑16% more likely to visit Xumo Website

Foot Traffic Lift: +24% ad recall rate vs control

Likelihood of Purchase: +26%, ~4x benchmark stat

Key Insights

  • Measurement of 621 exposed respondents, versus 697 control group respondents

  • Formats improved all key metrics in a material and meaningful way for the brand

  • Real-world impact and ROI measurement will result in improvement in streaming service subscription rates over time

  • Digital formats allow for creative swapping and key geofencing parameters to drive engagement, especially with adding retargeting measurement as a means to drive direct downloads (which was not measured in case study).

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A map of the United States with markers showing our in-vehicle and vehicle wrap locations

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