Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, in partnership with Mediacom Malaysia, has announced the results of a pioneering digital out-of-home (DOOH) campaign which showcased new real-time audience targeting and measurement capabilities for out-of-home advertising. The campaign, which ran for less than two months on DOOH channels, reached more than 5.4 million people and was directly responsible for driving more than 1,300 store visits across seven Domino’s Pizza outlets, a ten percent increase in-store footfall.
Xaxis and Mediacom designed the campaign to build awareness and footfall to Domino’s Pizza for the relaunch of its Ssamjeang Pizza range. DOOH ads were tailored to audiences in real-time based on variables such as vehicle type, and weather and traffic conditions. Screen locations, which were selected for their proximity to Domino’s physical locations in Klang Valley, also allowed for new forms of OOH targeting and optimization by both geography and time of day.
Domino’s Pizza Malaysia is at the forefront of a global trend, whereby the addition of digital capabilities has revived the traditional OOH advertising market and is expected to account for 40% of total OOH spending through 2021. Brands leveraging DOOH can enjoy the benefits of digital display advertising – such as data-driven targeting, measurement, and the flexibility to tweak creative mid-campaign based on performance – as well as the assurance of viewability and non-fraudulent traffic. As consumer attention becomes increasingly elusive, Xaxis’ DOOH capabilities allowed Domino’s to build connections in real-time with target audiences, and to understand the direct impact of OOH on the customer journey.
Speaking on the development, Asha Nair, Managing Director, Xaxis Malaysia said, “Digital out-of-home is one of the most exciting categories of advertising right now because it gives brands access to the best of both worlds. Weaving the powerful targeting and measurement capabilities of the digital realm into the tried-and-true out-of-home advertising experience is a winning formula to drive meaningful engagements that result in real-world outcomes. Our campaign for Domino’s Pizza was a testament to the success of this formula, and the results affirm that DOOH is set to shape the future of the customer journey.”