Case Study: Bleacher Report & Lamar Advertising Interactive Billboard
ADstruc recently teamed up with Bleacher Report and Lamar Advertising to launch our first interactive, social media driven billboard campaign!
Bleacher Report (B/R), recently acquired by Turner Broadcasting System, is the third most visited sports website in the U.S.
B/R’s dynamic contributor community specializes in reader-friendly coverage of real-time news stories, producing upwards of 1,000 original daily content items in entertaining multimedia formats. By channeling that content through a five-star Team Stream mobile app and the Web’s most popular email newsletters, B/R delivers its engaging digital media experience to fans all over the world.
Lamar Outdoor: Lamar Advertising Company is the nation’s leading outdoor advertising firm. Lamar offers solutions for clients in the form of bulletins, posters, digital billboards, buses, benches, transit shelters and highway logo signs. Founded in 1902, Baton Rouge-based Lamar has a broad corporate reach with over 200 locations across the United States, Canada and Puerto Rico specializing in outdoor and transit advertising.
ADstruc: ADstruc is the leading buying platform for the outdoor advertising industry, including both traditional and digital Out-of-Home (OOH) media. With an emphasis on data-driven planning, ADstruc helps agencies, national brands, and local businesses discover and efficiently purchase Out-of-Home media campaigns that deliver tangible and measurable results. ADstruc’s cloud-based solution allows outdoor advertising operators to easily manage their inventory online and interact with new and existing clients in real-time.
Promoting the Team Stream Mobile App
One of Bleacher Report’s most popular features is the Team Stream mobile app. Available for both Android and iOS, Team Stream allows fans to receive real-time news updates on their favorites teams.
B/R knew that positively engaging new users was critical to establish credibility and drive app downloads.
In order to promote B/R’s Team Stream app in local markets, B/R’s marketing team looked to an interactive, large format, high traffic medium: Digital Out of Home (DOOH) advertising.
With DOOH, creative can be versioned rapidly, just like online display. By encouraging passing viewers to tweet their favorite team name at their billboards, B/R increased brand mentions on Twitter and rewarded the interaction by immediately changing the billboard to display a relevant news headline.
Without prior experience in Out-of-Home advertising, Bleacher Report leveraged ADstruc’s best in class planning tools to quickly and intuitively execute their campaign.
Campaign Planning with ADstruc:
Using ADstruc’s RFP builder, B/R’s Shanan Delp and Rachel Honeth quickly identified the key markets, campaign time frame, and media formats they wanted to target, and submitted their request to the ADstruc network of billboard and OOH media operators.
Every DOOH operator in the network matching B/R’s target markets/media received the RFP. ADstruc automated the entire discovery process, eliminating the need to find, call, explain, and provide supplemental campaign information to individual sales reps.
Lamar Advertising uses ADstruc to react faster
When Ian Dallimore, Lamar Advertising’s Chief Digital Strategist, received Bleacher Report’s RFP, he leveraged ADstruc to deliver the winning, multi-market proposal entirely online.
Because Lamar hosts their entire Out-of-Home inventory on ADstruc, Ian effortlessly used the ADstruc’s Proposal Builder tool to plot all of the digital billboards within each target market. Then, with point and click ease, he reviewed each unit’s detailed description, identified the best units for the campaign, and shared his proposal directly with Bleacher Report through ADstruc.
Results: Increased engagement and downloads
The Team Stream campaign ran for 10 days across 9 markets: New Orleans, Kansas City, Oklahoma City, Baton Rouge, Milwaukee, Atlanta, Dallas, Indianapolis, and Chicago.
Running between June 4th and June 13th, the campaign was displayed 305,089 times, delivering a total of 10,364,330 audited (Adults 18+) impressions. Over the course of the 10 day campaign, Bleacher Report saw a 4.48% lift in signups corresponding to local teams in the target markets. The lift was measured against a control group of teams in similar non-targeted markets.
College football teams had the biggest increase in signups. LSU, Oklahoma, Oklahoma State, UGA, TCU, and SMU all had double-digit increases in signups compared to the pre-billboard period of time.
In addition to the Twitter response, Facebook engagement did well, racking up 128 likes, 53 comments, and a slew of new markets where fans suggested B/R replicate the campaign.
With a total campaign value of $42,580, the average CPM was $4.43. As shown below, this compares extremely well with other ‘spot’ & targeted media, including online display and search.
Bleacher Report, Lamar, and ADstruc were very pleased with the results from this 10-day campaign and are considering full-scale national campaign in the fall.
“We were looking for a fun and tech-savvy way to show sports fans that we cover teams better than anyone else.” We took one of our crown content jewels – our Team Stream app – and were able to leverage the content and illustrate to fans how they can personalize it.”
- David Finocchio, Co-Founder of Bleacher Report
“We were super pleased to work with Bleacher Report and bring its vision of a social, interactive billboard to life. Through our platform, and in partnership with Lamar Advertising Company, we made it extremely simple for Bleacher Report to hyper-target Lamar’s inventory and launch this innovative campaign.”
- John Laramie, CEO, ADstruc
“Lamar was excited to be a part of such an innovative and original campaign. By incorporating Bleacher Report’s Team Stream app and ADstruc’s tracking services, Lamar was able to successfully stream dynamic content on multiple digital boards. The streaming content varied based on the location of the consumer’s response, yet operated as a cohesive digital network for Bleacher Report. Lamar was overly pleased about the collaborative campaign.”
- Ian Dallimore, Digital OOH Strategist, Lamar Advertising