To promote the launch of their new car, Mercedes-Benz built a campaign with a data-driven strategy, using programmatic to drive flexibility and efficiency to optimise delivery. Uniquely, this campaign utilised Mercedes-Benz’s own first-party data about their customers to build an effective
profile for strategic targeting and efficient planning, and create meaningful, tailored conversations.
This campaign is a true example of programmatic driving performance-driven metrics for OOH, as 37% of targeted audiences approached concess
ionaries of the brand, with the data-driven strategy enabling the campaign to have +30% impact above average.
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