SaskMilk Armstrong Cheese
Direct West leveraged Hivestack’s intelligent Ad Server that allows for real-time decision making and pacing optimization to deliver a DOOH campaign for SaskMilk Armstrong Cheese across the province of Saskatchewan in Canada. To understand the impact of DOOH, a Brand Lift study was conducted post-campaign to measure 5 core KPIs (Brand awareness, Ad recall, Brand attribution, Brand perception and Consideration).
The main objective was to create awareness and purchase intent towards SaskMilk Armstrong Cheese and to analyze and measure brand perception post-campaign.
The programmatic guaranteed campaign was delivered via the Hivestack Ad Server and delivered a total of 6,862,857 impressions across Saskatchewan, Canada.
The Hivestack Ad Server is an intelligent product that allows for DOOH media owners to seamlessly plan and manage directly sold and/or programmatic campaigns.
In order to determine the success of the campaign, a Brand Lift study was conducted to survey 2 different groups - those who were exposed to the DOOH ads (exposed) and those who weren’t (control). The study was achieved by studying the playlogs to determine which device IDs were in proximity of a geofenced screen when the campaign creative was in play.
The study concluded a positive brand lift for Armstrong Cheese with an exceptional increase for all KPIs measured:
Ad Recall: +3500%
Brand Consideration: +347%
Brand Attribution: +7%
Brand Perception: +130%
Brand Awareness: +20%
“Hivestack’s ability to analyze data & results for our client’s campaign has brought tremendous value to our partnership. Brand Lift studies like these can easily show the value of a DOOH campaign in the marketing mix and is something we’ll continue to integrate into our strategy in the future.” - Drew Renwick, Business Support Manager, Revenue Growth, Direct West