How Xaxis and Mediacom helped Domino’s Malaysia to reach 5.4 million people through Digital OOH ads
By Jack Herbert • August 28, 2019
Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, in partner with Mediacom Malaysia, announced the results of a digital out-of-home (DOOH) campaign which showcased new real-time audience targeting and measurement capabilities for OOH advertising. The campaign, which ran for less than two months, reached more than 5.4 million people and was directly responsible for driving more than 1,300 store visits across seven Domino’s Pizza outlets, a 10% increase in foot traffic. The campaign was designed to build awareness and foot traffic to Domino’s for the relaunch of its Ssamjeang Pizza. DOOH ads were tailored to audiences in real-time based on variables such as vehicle type, and weather and traffic conditions. Screen locations also allowed for new forms of OOH targeting and optimization by both geography and time of day.
Asha Nair, Managing Director at Xaxis Malaysia said that digital out-of-home weaves the targeting and measurement capabilities of the digital realm into tried-and-true out-of-home advertising, resulting in meaningful engagements and driving sales.