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CSDM wins AMMA Award with Vehicle Detection: hypertargeting in DOOH for Renault
CSDM wins AMMA Award with Vehicle Detection: hypertargeted DOOH campaign for Renault at petrol stations delivers 86% cost savings and 0% waste.
Vehicle Detection: added value for DOOH
CSDM account manager Willem te Wierik: 'Of course, we're thrilled and proud to win this AMMA. Especially because, together with Renault and the media agencies OMD and Publicis, we were able to demonstrate as a media first that Vehicle Detection adds significant value to DOOH as a medium.'
With Vehicle Detection on the Shell Netherlands network, advertisers can hypertarget their audiences based on vehicle characteristics, while costs are optimised because campaigns are charged on a Cost Per Play basis. This means advertisers only pay when the right vehicle characteristic is recognised and the ad is actually played out.
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What is Vehicle Detection?
With Vehicle Detection, advertisers can make one-to-one contact with their audience based on predefined characteristics, such as car make, year of manufacture, price range and more. This in-house developed targeting technology is installed on Shell Netherlands' nationwide DOOH network at the pump.
Thanks to the transparent and flexible Cost Per Play pricing model, CS Digital Media uses Vehicle Detection to deliver exactly the results an advertiser asks for, fully GDPR-compliant and with zero waste. Within DOOH, traditionally a mass medium, this is not only a unique but above all an efficient way to run campaigns.
In practice: the results Renault achieved with Vehicle Detection
During the campaign, drivers refuelled a total of 2,639,182 times at the pumps where the Renault campaign was running. During these refuelling stops, 182,946 Renault drivers were detected and exposed to the campaign.
Vehicle Detection creates forced exposure
Drivers of other car brands were excluded from the campaign and classified as waste (93%). When Renault drivers refuelled, both the campaign and the transaction details appeared on the same screen, creating forced exposure.
Vehicle Detection: paying with Cost Per Play
The number of play-outs was tracked throughout the campaign, so all parties involved could see exactly how often the campaign had been shown. Based on this, the campaign was charged on a Cost Per Play basis, reducing weekly costs by more than 86% compared to regular DOOH campaigns.
Vehicle Detection extends the campaign period
With the budget of a regular four-week campaign with 93% waste, Vehicle Detection turned this into a 29-week campaign with 0% waste. By making smart use of Vehicle Detection, the campaign period was extended by 725%.
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