A two-week geo-targeted campaign featuring six growing brands leveraged the Nasdaq Billboard in Times Square and interactive NYC taxi ads, generating over 3 million impressions and a 5,000% rise in Google search interest, showcasing the power of modern programmatic out-of-home advertising.
Six rapidly growing consumer brands saw a significant boost in visibility following a two-week geo-targeted advertising campaign in New York City, including a high-profile placement on the Nasdaq Billboard in Times Square. The campaign, a partnership between advertising companies Nickelytics, Branded Cities, and Ivee, utilized a combination of out-of-home (OOH) digital displays and interactive ads inside NYC taxis.
The brands featured—Athena Club, Fly By Jing, Wild, ThirdLove, Men?, and Caraway Home—all experienced more than a 5,000% increase in search interest on Google Trends during the campaign period. According to the companies involved, the initiative generated over 3 million impressions and amassed 820,000 minutes of in-car engagement via Ivee’s Smart Taxi infotainment platform. They noted that 73% of in-car ads were played within five minutes of a nearby Target store, highlighting the campaign’s precision targeting.
Click-through rates on digital advertisements reportedly reached as high as 27%, indicating strong user interaction. Roger Wood, Director of Digital Growth and Programmatic at Branded Cities, told Newswire, “Branded Cities’ NASDAQ Tower in Times Square packed a punch for Nickelytics, allowing their brands to reach audiences with high-impact imagery, driving online action.”
The campaign was powered by Nickelytics’ proprietary digital out-of-home platform, acquired by Kiwibot earlier in 2024, and integrated with Vistar Media’s supply-side platform (SSP) for programmatic advertising. Bo Sijuade, Director of DOOH at Nickelytics, stated, “We’re thrilled to seize the opportunity to partner with Branded Cities and Ivee, empowering brands to rise above the din in one of the world’s most fiercely competitive media markets.”
Dave Matthews, Vice President of Product at Ivee, emphasized the value of such campaigns for modern marketing strategies: “This campaign not only drove mass awareness but also delivered measurable engagement, proving that OOH can be a full-funnel performance marketing solution.”
Lucy Markowitz, Senior Vice President and General Manager of the US Marketplace at Vistar Media, added, “This campaign shows how programmatic DOOH empowers brands to reach consumers in the world’s highest-traffic locations while delivering measurable, performance-driven outcomes.”
Out-of-home advertising in locations such as Times Square has long been a coveted space for brands aiming to capture the attention of millions of daily visitors. With advances in programmatic buying and digital interactivity, advertisers are increasingly able to measure and target audiences more precisely, shifting OOH from a purely awareness-driven medium to one capable of driving quantifiable consumer actions.
Source: Noah Wire Services
