Adrian J Cotterill, Editor-in-Chief
Here’s a fresh twist on out-of-home advertising that seems to be driving full-funnel performance for DTC brands.
“Branded Cities’ NASDAQ Tower in Times Square packed a punch for Nickelytics, allowing their brands to reach audiences with high-impact imagery, driving online action,” said Roger Wood, Director of Digital Growth/Programmatic, Branded Cities.Nickelytics, in partnership with Branded Cities and Ivee, launched a geo-targeted, omnichannel initiative across Times Square and select locations throughout NYC, spotlighting six fast-growing consumer brands:
In just two weeks, the campaign delivered:
- “Breakout” status on Google Trends for each DTC brand with an increase of 5,000%+ in search growth.
- Three million+ impressions.
- 820,000 minutes of in-car time with the brand.
- Precision-targeted CPG ad placement: 73% of in-car ads played within 5 minutes of the nearest Target location.
- Click-through rates (CTR) as high as 27%.
The campaign combined iconic placements like the Nasdaq Billboard with precision-targeted, interactive in-car experiences via Ivee’s smart taxi screens.
“We are thrilled to seize the opportunity to partner with Branded Cities and Ivee, empowering brands to rise above the din in one of the world’s most fiercely competitive media markets,” said Bo Sijuade, Director, DOOH, Nickelytics.
The multi-brand initiative was powered by Nickelytics’ proprietary DOOH platform, acquired last year by Kiwibot and integrated with Vistar Media’s SSP. Vistar Media recently acquired by T-Mobile, signaling a growing convergence between mobility, telecom, and advertising.
This campaign is a prime example of how programmatic DOOH empowers brands to reach consumers in the world’s most high-traffic locations while delivering measurable, performance-driven outcomes.
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