Kayak and Instacart leverage high-spend programmatic campaigns to reach travelers with contextually resonant creatives.
Programmatic advertising is continuing to grow in importance throughout the digital marketing landscape, including across our digital OOH networks. Kayak and Instacart, two household name brands, are leveraging this technology to reach travelers across the country on our full coverage airport advertising networks.
Running across Orlando, Miami, and Los Angeles International airports, Instacart’s massive advertising push represents one of the most effective use-cases for programmatic digital out of home: merging traditional direct buying with programmatic. Through direct buying spots on our PDN and charging stations across MCO, the grocery delivery service ensures they have consistent SOV throughout the entire airport on our traditional loops. Buying in programmatically enabled MIA and LAX provides them with coverage in two of the countries busiest airports and provides the opportunity for advanced campaign flexibility and targeting.
Kayak’s campaign reaches even further, targeting LAX, DFW, MIA, BOS, and PIT. Featuring the results of a recent opinion study about travel behavior, the campaign creatives use both humor and contextually relevant content to captivate audiences across the country. By leveraging programmatic advertising, Kayak enables this on another level as well: precise targeting, real-time optimization, and campaign flexibility further enhances both the relevance and the impact of their ads.
For companies across all industries, relevant creatives and well-targeted campaigns are some of the best ways to make the most of an out-of-home investment. According to neuroscience research, contextually relevant ads generate 43% more neural engagement, are 2.2x more memorable, and drive greater purchase intent than non-relevant ads. For brands at the top of their game looking to make a big impression, programmatic advertising is an indispensable tool.