FIAT Campaign Ties Online, Television and Digital Place-based Media in Multiscreen Ad Strategy
NEW YORK, NY — That angry mutant reptile known as Godzilla is returning to the big screen this summer and advertisers are lining up with promotional tie-ins to reach young, affluent on-the-go consumers. Among them is FIAT with a new spot to promote it’s latest model, the 500L. FIAT’s advertising campaign is part of a larger multiscreen ad strategy that includes online, television and digital place-based (DPb) advertising.
FIAT extended it campaign reach by adding more than 21,000 high-definition screens on Outcast, one of the largest place-based video advertising networks located at gas station pumps. Outcast’s monthly audience of 38 million active, on-the-go consumers rivals the delivery of top broadcast TV shows, connecting FIAT’s brand with a relevant target audience of drivers who can be traditionally difficult to reach.
According to Outcast, their network is ideal for reaching drivers as they racked up more than 100 billion miles on their vehicles each year, which is 50% more than the general population average. As a result, Outcast says their viewership are 4.5 times more likely to be in market for a new vehicle in the next six months. In addition, 78% of this target audience skips traditional TV commercials and, typically, bypasses online ads.
A report from Lieberman Research in conjunction with Outcast, found that consumers at the pump who were exposed to auto ad campaign creative, later indicated that they were 55% more likely to consider that vehicle the next time they’re in market for a new car.
“We’re excited and committed to offering our audience high quality content that both engages and entertains, and the FIAT brand’s Godzilla advertising does just that,” says Outcast co-founder and CRO, Nathan Gill. “Our viewers spend 43% more than the general population on their vehicle, making Outcast a unique platform for automotive brands. We deliver the audience they want and eliminate waste associated with reaching non-drivers.”
Outcast Media operates as the media business unit of Gilbarco Veeder-Root. Outcast was acquired by Gilbarco last January which operates Applause TV for convenience stores. FIAT’s campaign’s was created by the The Richards Group and the Moving Picture Company, (MPC) a visual effects firm based in Canada.
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