Best Use of Programmatic
About the project
In conjunction with Clear Channel Outdoor, we ran a media campaign for Twitch using a mix of programmatic and direct digital OOH inventory to target gamers.
Streamers were teaming up with NFL stars for Twitch’s 2nd annual Streamer Bowl and Twitch wanted to bring gamers to the platform to watch.
We waited for gamers to emerge from their homes and found them in the real world with OOH units around their city, utilizing a mix of programmatic and direct OOH placements. We used data to find the exact gamers we wanted, to lure them into their next game. We picked just the cities whose NFL stars were participating in the tournament. Then we overlaid GameStop shopper data to encourage them into their next game.
Twitch wanted to bring gamers to the platform to watch
Cities whose NFL stars were participating in the tournament were targeted
Gamers who were exposed to our OOH ads were 23 times more likely to tune-in to the event vs. those exposed elsewhere programmatically.
Our OOH generated a 245% lift in onsite viewers and a 90% incremental lift on the site.
more likely to tune-in
lift in onsite viewers
rise in site visitors