CASE STUDY: Zoopla - Geo Targeted Advertising
Provided by Brightmove Media
Geo targeting postcodes in order to deliver timely, relevant ad's dependent on location.
What was the Challenge / Background of the Campaign?
Zoopla needed to reach home movers with relevant and up to date property offering's. TaxiCast would allow them to run a highly geo-targeted campaign that would ensure a high number of impressions while delivering relevant content to passers by. It was also important for Zoopla to reach area's in London where, traditionally, they have difficulty reaching.
What was the Campaign Objective?
The campaign objective was to display the number of properties for sale and for rent in real-time across London's 119 Post codes.
What was the Solution?
The Zoopla campaign consisted of two 'Smart' adverts interspersed with 119 post code geo-fenced adverts where the messaging would advertise the number of properties for sale and rent within a post code area. Geo-fences were erected around all London post code areas.
What were the Results?
5.1 million adverts delivered with a total broadcast time of 3,891 hours, equivalent of 162 days, 24/7. All of London's 119 postal code districts uniquely targeted. Strong Zoopla national campaign enhancement through innovation and technology approach in London. The messaging
easy to read and vibrant even at distances of 30 metres + in full sunshine.