Local place-based targeting combined with real-world mobile behavioral data were used to determine optimal times and areas to reach the key tourist audience throughout the New York City area. This level of targeting allowed us to reach mobile audiences where and when they moved throughout the day. And the combination of accurate place-based targeting, paired with mobile intent drove high target audience reach while reducing ad waste by as much as 50% – based on client benchmarks.
All strategies deployed in the MAMMA MIA! on Broadway campaign surpassed agency benchmarks in two ways – Click Through Rate (CTR) and Cost Per Visit (CPV).
The increase in CTR and more efficient CPV were achieved thanks to our focus on mobile location relevance – aligning the right audience, with the right message, at the most effective time and place. All three of these strategies were also effective in driving significant lift in walk-up ticket sales at the TKTS Booth in Times Square.
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