Example DOOH Post Buy Report Pdf

DOOH Launch Awareness Campaign
Post-Buy Report
This is an actual report that has been genericized (all confidential
information -- client names, vendor pricing, websites, dates, and
certain reports -- have been removed).
find · act · succeed · refine

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500

DOOH Campaign Recap & Summary
The purpose of the “Your Business” DOOH campaign was to generate excitement and maximum reach for the launch of
your new product.
The final approved $500K media plan was scheduled as primarily a 2-week flight running mostly :30 video ads in 5
markets. Below is the plan summary as well as actual campaign adjustments/results in blue.
Markets: Boston, NY, Philadelphia, Washington D.C., LA
Flight: 2 weeks for all networks except the LA sports venue, which ran 2 additional weeks
• The Mall network delivered a bonus week at no cost
• A Health Club network also ran an extra week
Ad Options: :30 video, 2:30 video, banner ads, screensaver

Sources: handshake Marketing, Various DOOH Providers
• Due to resource/time constraints, in lieu of the 2:30 video for a sports network, “Your Business” provided
a 1:30 spot instead, but this worked out better because it got more plays
• Bonus value-add animated banner provided and created by a sports network
• Additional :60 video added to a Health Club (exercise stations screens) network rotation, linked to the
banner ad and hosted by them for an additional $295
Offer: “Get your promotional code at YourBusiness.com!”
Venues: 1,671 (malls, entertainment/sports venues, health clubs, urban coffee shops, outdoor boards)
Impressions: 117,432,499
• Actual Impressions = 182,456,436 (+65,023,937 impressions)
• CPM: $4.26
• Actual CPM = $2.74 (-$1.52 lower CPM)

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 2

Performance by Venue Category – Actual
► The DOOH campaign delivered 55.37% more impressions than contracted. Taken as a % of the $500K spend, this equates
to a $276,850.00 bonus media value.
► Actual CPM is $2.74, which is 35.68% less than the originally planned $4.26 CPM.

Contracted/Planned Actual Campaign
Venue Category Ad Types Impressions Gross Cost Impressions Difference Notes

Malls :30 video 92,547,956 confidential 148,089,903 +55,541,947 Includes bonus week running

Sports Arenas :30 video, 1:30 4,606,376 confidential 10,704,213 +6,097,837 Includes 383,712 marquee impressions
video for extra sports venue, but does not
include impressions from free value-add
animated banner

Sources: handshake Marketing, Various DOOH Providers
Health Clubs - Exercise screensaver, 3,900,856 confidential 4,020,0106 +119,154 Ads ran to the end of the month to
Station Screens banner ads, :30 deliver additional impressions
video

Health Clubs - TV screens :30 video 1,564,900 confidential 4,907,616 +3,342,716
Health Clubs - TV screens :30 video 8,235,100 confidential 8,235,100 0
(national spillover)

Urban Coffee Shops :30 video 4,222,023 confidential 4,334,274 +112,251

Sports Arenas - LA :30 video and 855,288^ confidential 665,320 -189,968 Small portion of schedule did not run
LED banner

Entertainment Plaza :30 video 1,500,000 confidential 1,500,000 0

Total 117,432,499 $500,000.00 182,456,436 65,023,937

Contracted: Actual: Difference:

CPM: $4.26 $2.74 -$1.52  Actual CPM = 35.68% less


Network Run Verifications/Details


Malls
► :30 ad ran in 21 malls (443 screens) in all 5 markets

2-week Campaign
► Frequency: 4 x 8 minutes
► Impressions contracted: 92,547,956 (88,200 plays)
► Actual impressions: 94,718,483 (90,269 plays)

Bonus Week
► Frequency: 3 x 8 minutes
► Bonus impressions:
53,371,420 (50,864 plays)
► Media value: $61,785

Sources: handshake Marketing,DOOH Provider
Total Campaign
► Actual impressions:
148,089,903
► Difference vs.
contracted: +55,541,947
(+60.01% additional)


Sports Arenas
:30 and 1:30 ads ran in 7 arenas in all 5
markets; LED ads ran also on Madison
Square Garden 7th & 8th Ave. double
sided marquees.
2-week Campaign
► Total Events: 55 games
► Total units/plays:
►30 sec. units: 2,343 Wachovia Center IZOD Center
►Centerhung: 44
►1:30 units: 672
► Attendance: 961,861 for all games
(average 16,815 per arena)
► Impressions contracted: 4,606,376
► Actual impressions: 10,704,213
► Difference: +6,097,837 (+132.38%)

Prudential Center TD Banknorth Garden

Verizon Center Honda Center Nassau Colliseum


Sports Arenas - Staples Center NBA Games

► :30 ad and LED ran in 1 arena in Los Angeles

4-week Campaign Clippers – 9 games (incl. 1 bonus game) Kings – 6 games
► Total Events: 25
► Frequency: 2x per game (one spot 30
sec. before start of game and the last :30
spot before start of 2nd half) for all except
LA Lakers
► Attendance: 427,644 for all games
(average 17,033 per game)
► Impressions contracted:
•855,288
► Actual impressions: 665,320
► Difference: -189,968 (-22.21%)
LA Lakers – 10 games (all sold out) LED – all 25 games
Explanation:

Sources: handshake Marketing, DOOH Provider
Includes opening season ring ceremony
► Due to an error, the LA Lakers pregame
spot did not run… an additional 189,968
impressions would have been delivered if the
spots had run as planned.


Entertainment Plaza

► :30 ad and LED ran in the LA entertainment plaza during a major entertainment industry event.

2-week Campaign
► Total Screens: 17
► Frequency: 4x/hour for 20 hours each day (total 40 min. each day)


Health Clubs – Exercise Station Screens
► :30 ad, banners, and screensaver ran in 41 health clubs (303 screens) in all 5 markets.
► An additional :60 video was linked to the banner and hosted by the health club.

2-week Campaign

► Frequency:
►Screensaver: ran 24/7
►Banner ad: 6-7x per session
►:30 video: 1.2 x per session
►:60 video: varied (per banner clicks)

► Banner Ad Performance: 2,171 clicks
(0.09% CTR)



► Difference: +119,154 (+3.05%)


Health Clubs – TV Screens
► :30 ad ran in 961 health clubs (14,415 screens) in all 5 markets, as well as nationwide

2-week Campaign
► Frequency: 2x per hour
Impressions contracted:
►1,564,900 in target markets
►8,235,100 national spillover
► Actual impressions:
4,907,616


Urban Coffee Shops
► :30 ad ran in 640 coffee shops (640 screens) in 3 markets (Boston, LA, NY)
► Note: this is 4 venues (4 screens) over the contracted buy

2-week Campaign
► Frequency: 8x per hour
► Difference: +112,251 (+2.66%)


Addendum


YourSite.com Traffic

► Website response/traffic increased significantly during the campaign period.
Note: Actual website traffic reports were not available to the client's marketing staff. Therefore, Alexa was used to determine rough
estimates of traffic trends.

Reach measures the number of users of a website.

During the 2-week campaign and through
to the end of November, the % of all web
users who visited YourSite.com increased
over 250% compared to the month prior.
► The first week of the campaign was
particularly strong, as natural.
► This correlates well with the special
events and concerts included in the
plan/buy.

Pageviews/User = average of unique pages viewed per user per day

Sources: handshake Marketing, Alexa
DOOH campaign start
Campaign end (most nets)
Start of bonus spots for Health Club network
Start of bonus spots for Mall network
Campaign end (all)
Once users were introduced/driven to Your website (most
significantly in the first 2 weeks of the DOOH campaign),
usage of YourSite.com increased per user, as they started
trying out the service. Pageviews per user steadily rose
through the 1st half of Nov. before naturally leveling out. DOOH campaign start
Campaign end (most nets) Campaign end (all)

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