Find Ways to Activate Your Customers on the Go
Everybody is targeting their customers online, but creating memorable moments is not limited to what an HCP can see in their email, social media feed, and web browser. Brands are leaning into out-of-home (OOH) and digital-out-of-home (DOOH) campaigns as industry-specific travel returns following the COVID-19 pandemic. In fact, the American Society of Clinical Oncology (ASCO) had 45,000 attendees this year, breaking pre-COVID records.
More accessible data has made it easier to understand how many HCPs attend events and when they are most likely to travel. Brands are using advanced analytics and foot traffic analysis to place key brand messages where they believe they will intercept their target customers.
Going further, brands deploy promoted messaging within rideshare apps like Lyft and Uber. The ridesharing apps’ geofenced events inventory can deliver ads to individuals getting picked up or dropped off at certain locations, including conference centers and hotels.
However, finding these HCPs is only half the battle—brands have to create compelling and quick stories to make the experience worthwhile. The best brands use these DOOH/OOH moments to push people to deeper and more engaging follow-up content.
BMS teased its booth content at ASCO to capture the attention of oncologists and patients alike with eye-catching OOH ads at Chicago O’Hare and Midway airports in the run-up to ASCO. Their story covered the idea of “missed moments” (good and not-so-good) that a patient on Opdivo/Yervoy gets to experience with the support of the life-saving combination immunotherapy.
AstraZeneca geofenced areas around Chicago O’Hare and McCormick Place Convention Center to verify audience target HCPs traveling to and from the event. They designed a series of progressive messages that would change throughout the journey with a different message within the app displayed as the ride was hailed, en route, and completed. Uber and Lyft offer inventory with built-in measurement, including impressions, clicks, incremental lift in awareness, and brand association.
