Ministry of Information Awareness Media Campaign

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Campaign Goals

Generate awareness and maximize exposure in strategic offline locations within target markets, within a limited budget.

Executive Summary

The client’s goal was to generate awareness on the State situation and reach maximum people who will see the billboards within target strategic locations.
Combining Adcore’s partnership relationships and complex programmatic knowledge, these two features has led to a successful programmatic Digital Out Of Home campaign in prime locations.

Challenge

Due to the sensitivity of the content and the holiday season, it was challenging to work rapidly and go live with the campaign within days.

Main challenges:

Creatives Policy Approval – Involves highly sensitive political content.
Ensure impressions during rush hour and at top strategic locations
Maximize impressions in lowest costs within the holiday season competitive pricing.

Main Actions

Define a comprehensive strategy including target audience, GEOs, and creative.
Research various media publishers and Brief the chosen publisher and finalized a media plan.
Built programmatic campaigns via DV360
Ongoing budget and bidding allocation per performance.

Solution

Worked closely with the publisher and client in order to finalize, approve and execute the strategy plan. This included:

Rapid creative changes and adjustment to fit policy and approval by publishers
Fast programmatic campaigns creation via DV360 platform
Smart budget allocation to maximize performance during rush hour and within the target locations
Negotiating a deal aligned with the goals and client’s requests, and ongoing optimization to keep low costs.

Scope

Budget – $700K

Media – Digital out of home

Platform – DV360

Geos – US (NY, DC & LA)

Duration – 14 days

Format –

Digital Bulletin
Digital Transit Shelter
Full Motion Digital Spectacular

$17.8

Cost Per 1,000 Impressions

With ongoing and smart budget and bidding optimization, we were able to reach great CPM cost, considering the prime locations and holiday season.

34.6M

Impressions

Through targeting strategic locations with high traffic and in peak season, we managed to reach large scale audience.

Ministry of Information Headquarters (MOI)

Year established: 1948

Head Quarters: Jerusalem, Israel

Website: www.gov.il

A government body which links between government actions and activities to the media, and communicate it via various channels.

The client’s goal was to generate awareness on the State situation and reach maximum people who will see the billboards within target strategic locations.

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