Industry
Insurance
Challenge
As a leader in online safety protection, Aura wanted its first programmatic DOOH campaign to make a real impact. With digital threats increasing and traditional advertising losing attention, the challenge was to stand out in busy, competitive environments with creative that felt timely, relevant and urgent.
Results
The campaign delivered impressive results across the funnel, including an 80% lift in new sign ups, validating its creative and data-driven targeting approach while showcasing the power of contextually relevant DOOH.
Key Product
Demand-Side Platform (DSP)
Safety in sight
Following the success of several smaller-scale, local out-of-home campaigns, Aura partnered with Vistar Media to launch its first programmatic DOOH initiative. Their goal was to broaden nationwide reach while delivering personalized, market-specific messaging that increased awareness, consideration and intent to purchase online safety protection—helping Aura strengthen its position as the trusted industry choice.
National campaign, local messaging
As they scaled nationally, Aura tapped into local culture, timely events and recent weather patterns to create messaging that resonated with each market.
In Atlanta, Aura leaned into a shared community frustration with the line, “Online crime and Buckhead traffic. Some things are hard to avoid.” In Kansas City, a timely “Subzero” creative ran on one of the coldest days of the season, while separate and witty Chiefs-themed messaging, like “You should be more concerned with online crime than who your tight end is dating,” nodded to a headline-grabbing local love story, showing Aura’s cultural fluency and ability to connect with the community.
These market-specific executions balanced brevity, wit and impact while reinforcing Aura’s mission to protect people’s digital lives without disrupting their real ones.
Securing attention in every space
The campaign met consumers in high-engagement environments, tailoring messaging to specific settings where online safety concerns feel most immediate.
Bus Shelters | Billboards | Malls | Grocery Stores | Urban Panels
For example, in malls, playful nods to shopping sprees—like "If the shoe fits, they’ll buy it in every color. Financial fraud monitoring from Aura."—tapped into the mindset of shoppers in the moment. Near bars, cheeky warnings—such as "Four guys walk into a bar. One will fall victim to online crime. Wish we were joking."—brought attention to digital safety in a relatable way.
Safety-minded decision-makers
Aura leveraged Vistar’s relationship with Epsilon to connect with adults aged 25-54 with household incomes ranging from $100,000 to $250,000+, targeting a demographic that plays a significant role in household purchasing. This layer of audience targeting ensured the brand reached consumers who would be most receptive to online safety messaging, and most likely to take immediate action following exposure.
Proving the power of protection
A brand study revealed powerful results for this campaign, effectively demonstrating DOOH's ability to drive consumers through the funnel—from awareness to action to advocacy.
- +40% lift in awareness
- +50% lift in consideration
- +61% lift in intent
- +80% lift in new sign-ups
- +83% lift in likelihood to recommend
These impressive results have not only reinforced the value of programmatic DOOH in the brand's media mix, but have also provided actionable insights to optimize future campaigns.