New Orleans, Louisiana
Background & Challenge
A Louisiana state agency was looking for a tool to target Men 18-34, African American Men 18-34, and Hispanic Men 13-34 with a Public Service Announcement campaign. It was a nineteen-day campaign leading into a holiday weekend to educate and create awareness regarding public safety.
Cox Media reached out to the client with a solution to help target frequent online users and have them interact with the client’s ad. The client’s television campaign was complemented with online in-banner video (IBV) ads using Cox Digital Ad Network in the New Orleans DMA. The Cox Media production team created three ad sizes with interactivity options to engage the audience such as:
- Roll-over-to-play video start
- Secondary video available in Spanish
- Links to social media
- Link to safety statistics on client’s website
The educational campaign IBV ad did not include a call-to-action, but with over 100,000 impressions delivered, the metrics for view rate, average percent viewed, average percent completed and engagement rate performed above category benchmarks. The 300x250 medium rectangle in particular garnered an engagement rate of 0.37%, well above the 0.27% benchmark for the education category. The in-banner video was viewed a total of 62 minutes -that’s equivalent to having 124 thirty-second TV spots viewed by a captive audience in nineteen days!
The campaign delivered amazing results for the client, leading them to continue to include IBV campaigns with Cox Media for two additional holiday seasons across all three Louisiana Cox Media markets.