Quotient Wins The Drum’s Inaugural
Best Use of Programmatic Award
As digital out-of-home (DOOH) becomes increasingly important for advertisers, we’re thrilled to announce that Quotient has won the inaugural Best Use of Programmatic category of The Drum Awards for OOH 2022. The awards recognize creativity and innovation in the exciting DOOH channel. Along with winning Best Use of Programmatic, our successful campaign with TYLENOL® was also a finalist for Best Use of Digital.
Quotient was awarded alongside impressive entries from companies like Rapport and Hivestack. Winners were announced on December 7 during The Drum Awards’ week-long festival.
About the Award-Winning Campaign
As many cities began to reopen after COVID-19 lockdowns, Quotient was able to drive strong results through programmatic DOOH for a campaign with TYLENOL®. As an established brand, TYLENOL® needed a full-funnel and reinvigorated strategy to connect with new consumers and engage and educate a very specific target audience. J3, Johnson & Johnson’s media agency at UM, partnered with Quotient to deploy an innovative campaign combining DOOH with promotions.
The team identified a complex matrix of four special health conditions for audience targeting: high blood pressure, high blood pressure and knee pain, high blood pressure and joint pain, high blood pressure and minor arthritis pain. People with these conditions often can’t take other pain relievers, but TYLENOL® is safe and trusted for them. Quotient knew that to reach this hyper-targeted audience, a promotions-only campaign wouldn’t be enough—this campaign needed an omnichannel strategy with the innovative tactic of combining promotions with DOOH media.
The campaign leveraged DOOH screens at everyday touchpoints, including gyms and pharmacies, to connect with target consumers at the right time and place. Additionally, the campaign featured a promotion, further incentivizing the target audience. The unique combination of programmatic DOOH and national promotions drove the campaign to achieve two simultaneous goals: re-educating consumers and driving sales. Ultimately, the campaign was a massive success with a $36.83 return on ad spend (ROAS), 17% new purchasers to the brand and 35% new purchasers to the category.
Interested in learning more about Quotient’s promotions and DOOH capabilities? Contact us today at [email protected].