Road Runner Media Delivers 83.4% Lift in Instore Visitation
Digital Out of Home campaign for Little Caesar’s
Road Runner Media, an AdTech/Media company driving the future of road safety and mobile digital advertising, executed a Digital Out of Home campaign for Little Caesar’s, using its network of digital screens secured to the rear of vehicles; promoting the pizza chain’s lunch and dinner combo specials in the greater Los Angeles area. The campaign leveraged the high-fidelity location-based and dynamic content capabilities of the Road Runner patented advertising technology and media panel network, which determines Latitude and Longitude in 1 second increments.
In real-time, on-board technology computed the address (Point Of Interest: POI) of the restaurant nearest to the van’s location, and inserted it into a day part advert. As the vehicles moved around the Greater Los Angeles area, restaurant location information was updated and dynamically populated to the screens every 7.5 seconds, representing millions of computations over the campaign duration. Pedestrians and drivers in surrounding vehicles saw advertising and content promoting a lunch special during the day and a new product launch for dinner in the evening, POI, combined with day part targeting. The high bright LCD screens displayed brand promotional codes for discounted online ordering when they computed they were not within a 3-mile radius of any restaurant location, driving reach and frequency, utilizing video adverts.
“By combining high fidelity location-based messaging and agile dynamic creative capabilities, the brand harnessed the full power of the Road Runner AdTech and mobile digital network to engage an audience with contextually relevant messages, right time, right place, right audience; driving in store visitation and online orders,” said Chris Riley, CEO of Road Runner Media. “We are excited to partner with the leading measurement and attribution partner, Street Metrics, to show the true value of the campaign technology we have built and deployed; the ability to create a highly analogous non exposed group, utilizing a theoretical control vehicle, further showcases Road Runners AdTech and Street Metrics advanced measurement capabilities”
Randall Lanham, Founder and Chairman of Road Runner Media added “The results show that the campaign delivered everything a traditional digital, one to one, online campaign delivers, in a one to many, brand safe DOOH environment as well as Road Runner Media’s ability to help any brand reach and positively influence consumer audiences on the move in major markets.”
In all, 62 vehicles with Road Runner screens participated in the campaign across Los Angeles, Orange County, and the San Fernando Valley – a geographic area that covers approximately 190 Little Caesars restaurants. The campaign ran for four weeks with a follow-on campaign booked.
Road Runner Media is the only mobile DOOH media network that has GeoPath screen ID’s for every screen in the network
About Road Runner Media Inc.
Road Runner Media is a Digital Out of Home and technology company working to resolve approximately 500,000 commercial vehicle accidents, resulting in over 5,000 mortalities in the U.S. annually through patented AdTech technology that enhances road and vehicle safety while accessing the existing $29 billion (OOH) media market. Currently, Road Runner’s network is active and operational with screens in Atlanta, Boulder, Chicago, Dallas, Los Angeles, New York, Philadelphia, and Washington, D.C.