Industry
Financial Services
Challenge
Stake, a top digital brokerage, wanted to enhance brand recognition, attract fresh users to its mobile app and foster deeper engagement among existing customers.
Results
They collaborated with Vistar Media and Bench to orchestrate a cross-channel marketing blitz centered around digital out-of-home (DOOH).
Key Product
Demand-Side Platform (DSP), Device ID passback
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Journey to success
Stake launched a purpose-driven DOOH campaign, empowering Aussies to tap into the US stock market using several tactics:
First party data
Leveraging first-party data, Vistar identified suburban areas with the highest app usage and engagement. To optimise budget allocation, screens were strategically activated during key moments such as pre-work hours, lunch breaks, and evenings, aligning seamlessly with remote working lifestyles.
Advanced targeting
The campaign used two core strategies — one for suburban areas, the other for the central business district — and leveraged smart targeting tactics, including day and time parting as well as geo-localisation, to align with expected user behaviour.
Device ID passback
Vistar's Device ID Passback solution enabled Stake to track exposure to its DOOH ads and seamlessly integrate this data into their digital marketing efforts and conduct further measurement — creating a bridge between OOH and digital performance metrics.
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Exciting times for DOOH
With a successful campaign, Stake saw the potential of DOOH:
"OOH is a channel for the ages. It’s one of those cultural mediums that can rapidly scale awareness and build fame simultaneously. However, DOOH is reshaping its capability from broadcast-only to enable more sophisticated targeting strategies and connected audiences strategies. It’s exciting to be experimenting with projects that will take the channel to a new level.”
Bryan Wilmet | Chief Marketing Officer, Stake
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An investment in collaboration
The partnership of Vistar Media, Stake and Bench has established programmatic OOH as an innovative media channel, driving exponential growth in key areas for the digital brokerage.