The Smartify DOOH Network Delivers a Lift in Conversions and Brand Awareness for Seasonal Allergy Campaign

There's no better way to reach audiences with outdoor allergies than by leveraging out-of-home (OOH) advertising. While consumers are out and about and dealing with the side effects of allergens, an over-the-counter allergy relief brand utilized digital out-of-home advertising (DOOH) to position themselves in key moments throughout consumers’ day through various touch points. 

Campaign Strategy

The adult campaign targeted two key demographics - ages 24-34 and 45-54 - promoting a 12-hour allergy and nasal decongestant solution, while the pediatric campaign focused on parents aged 35-54, highlighting a non-drowsy chewable option for children. Digital DOOH campaigns were strategically deployed in shopping centers and high-traffic areas near pharmacies across major metropolitan markets including Los Angeles, Boston, Atlanta, Chicago, Dallas, and Houston. Smartify and Screenverse partnered on this strategic campaign. 

Campaign Performance

The campaign was a success, achieving 33 million impressions. With a data-driven approach, the advertiser saw a substantial lift in bottom-of-funnel conversions for the adult and pediatric campaigns.  Among adults, the initiative drove an 11% increase in purchase intent and notably improved brand favorability by 16.7% specifically within the 25-34 age demographic. The pediatric campaign component achieved significant performance improvements across both upper and lower funnel metrics. Success was carefully tracked through comprehensive data collection, including location-based store visit monitoring, website traffic analysis, and purchase behavior tracking.

Key Success Factors

Strategic advertising during peak allergy season from March through May focuses on several key targeting approaches. Outdoor panels are strategically placed in high-pollen areas where consumers actively experience allergy symptoms, with careful consideration given to proximity near pharmacies and other point-of-purchase locations. The campaign leverages data-driven targeting and measurement systems to optimize placement and effectiveness, while incorporating social media-inspired creative content to resonate with the target audience.

Contextual Relevance

The campaign succeeded by leveraging peak allergy season (March-May) through strategic outdoor advertising. Using location data, ads targeted consumers during their daily commutes, leading to stronger engagement and conversion rates.

The campaign demonstrated DOOH's effectiveness in driving both brand awareness and conversions as part of an omni-channel marketing strategy that covers the customer journey.

Do you want to achieve clear results on your next OOH campaign? Contact us to learn more about customized DOOH and pDOOH campaigns.