Road Safety Campaign Reaches NYC Drivers With Native Ads
How to Reach Drivers to Promote Road Safety
Burson Cohn & Wolfe (BCW) needed to raise awareness for the New York City Department of Transportation’s Vision Zero initiative, which seeks to reduce traffic fatalities and promote road safety. They launched a native ad campaign in English and Spanish targeting drivers in NYC’s five boroughs, generating over 8M impressions and helping reduce traffic fatalities in America’s most populated city.
Solutions Used
Educating Drivers With Native Ads
To achieve the goals of their campaign, BCW used a combination of StackAdapt Custom Segments and 3rd-party audience data to target drivers in New York City with native ads. Here are some of the tactics they used:
Geotargeting
Targeted drivers by zip code in New York City, including Staten Island, to maximize reach and inform users about the safety initiative.
Native
Launched native ads in both English and Spanish, serving the creatives to relevant drivers based on the user’s location.
Audience Targeting
Leveraged Custom Segments and third-party audience data to target drivers across the five boroughs.
Road Safety Awareness Campaign Drives 8M Impressions
BCW successfully reached drivers in New York City’s five boroughs, effectively educating the audience on the Vision Zero initiative. Their campaign generated over 8 million impressions and achieved an optimal time on site with a low CPC and a high CTR.
Impressions
8,332,153
Clicks
45,824
CTR
0.55%
CPC
$0.70
Kaily Groover
Integrated Media Strategist
BCW
