Xaxis this month announced that a campaign for Domino’s Pizza Malaysia reached more than 5.4 million people by using DOOH channels. In two months, the campaign drove over 1,300 store visits across seven Domino’s Pizza outlets, a ten percent increase in store footfall.
According to Xaxis, the digital out-of-home (DOOH) campaign is a pioneer and shows the results of combining real-time audience targeting and measurement capabilities for out-of-home advertising.
Xaxis and Mediacom designed the campaign to build awareness and footfall to Domino’s Pizza for the relaunch of its Ssamjeang Pizza range. DOOH ads designed to audiences in real-time based on variables such as vehicle type, and weather and traffic conditions. Screen locations , which were selected for their proximity to Domino’s physical locations in Klang Valley, also allowed for new forms of OOH targeting and optimization by both geography and time of day.
“Digital out-of-home is one of the most exciting categories of advertising right now, because it gives brands access to the best of both worlds. Weaving the powerful targeting and measurement capabilities of the digital realm into the tried-and-true out-of-home advertising experience is a winning formula to drive meaningful engagements that result in real-world outcomes. Our campaign for Domino’s Pizza was a testament to the success of this formula, and the results affirm that DOOH is set to shape the future of the customer journey,” said Asha Nair, Managing Director of Xaxis Malaysia