With expertise from the Advanced DOOH team at GroupM, Ford is leveraging high-impact JCDecaux DOOH in New York and Chicago to showcase automotive innovation.
Growing Demand for New Automotive Technology
While once considered a groundbreaking novelty, more than half of new vehicles can be purchased with advanced driver assistance systems (ADAS) such as Ford’s top-rated BlueCruise hands-free highway driving technology.
A recent survey from S&P Global found that half of vehicle owners have experienced driver assist technology including forward collision warning and blind spot detection- and demand is only expected to grow as carmakers adopt ADAS with more autonomy.
OOH and New Product Features
As a highway-only feature, Ford’s BlueCruise technology is ideal for billboard advertising along Chicago’s dense network of high traffic expressways for easy reach of commuters, long-distance drivers, and likely car buyers at large.
Meanwhile in NYC, Ford is leveraging a dense network of digital street furniture locations to inform both urban residents and suburban commuters of their latest all-electric automobile set apart by its sports car performance.
Measurable OOH Impact
Research from OAAA and The Harris Poll indicate that 45% of consumers find automotive OOH ads relating to new model releases as the most engaging. Survey responses also indicate that of those consumers who recently noticed an OOH automotive ad, 43% took an action and 38% visited the dealer or brand website.
