Moovy's programmatically bought campaign reached motorists effectively
Finnpark's campaign parking app Moovysta was implemented through programmatic buying of outdoor advertising. Programmatic buying makes the use of advertising faster, more digital and more efficient. Read more!
Client: Finnpark
Campaign objective: to convince card and coin paying motorists of the convenience of the Moovy parking app
Target group: Slightly older motorists, especially card and coin parkers in Helsinki
Campaign period: March-April 2023
Moovy is a nationwide parking app that offers motorists the easiest and smoothest parking service possible. As part of the Moovy campaign, programmatically purchased outdoor advertising was used to enhance the reach of the right target group in the right environment.
Outdoor advertising surfaces near parking spaces were a perfect choice
The Moovy campaign aimed to reach people close to parking facilities, so contextual outdoor advertising was a great solution to reach the right audience. The implementation was designed to reach card and coin paying parkers in Helsinki - especially those who are slower to adopt new apps..
The location of outdoor advertising devices provides an effective way to reach consumers where they move and shop - without disturbing or interrupting them. This is why outdoor advertising allows for comprehensive reach and a high repetition rate, which helps with brand building and tactical advertising campaigns.
"The benefit of outdoor advertising is to build brand awareness, which works well with tactical app download advertising. In addition, advertising spaces near on-street car parks work particularly well for Moovy's campaign," comments Satu Uotila, Marketing Manager at Finnpark.
Programmatic buying boosts campaigns in a number of ways
Moovy's campaign was implemented using programmatic buying - whereby the advertiser can buy and manage their campaigns themselves using a web-based system through different buying systems, or demand-side platforms (DSPs). DSP platforms allow multiple media to be bought from the same place, making campaign planning faster and more efficient.
In programmatic advertising, the buyer has control over the campaign, allowing them to buy and edit advertising in real time. For example, editing the campaign time or content is quick and easy, as it can be done as soon as the need arises. You can also buy advertising automatically, for example when the sun is shining and it's over 22 degrees Celsius. Targeting to different conditions allows the ad to be shown at the most appropriate time. The programmatic buying of outdoor advertising offers the advertiser numerous benefits, such as efficiency, speed, responsiveness, control, flexibility and customisation.
"Programmatic buying of outdoor advertising is a really great and welcome feature that allows for faster response, optimisation of advertising and tactical buying of different placements. Advertising measurability and results have always been important to us, and through software platforms we can easily see how much advertising has been shown. In addition to this, the management of the overall budget and possible budget transfers during the programmatic period are a major advantage for us in the planning and execution of campaigns," says Satu Uotila.