See why Peloton uses AdQuick to plan and buy their out-of-home advertising
We sat down with Peloton, the most well-known brand in indoor cycling, to talk to them about how they are using outdoor advertising to get the word out about local store openings. Sarah Hilston, Senior Manager, Acquisition Marketing, spoke with us about Peloton’s hyper-targeted approach to building their brand and driving customers in the stores through the use of the AdQuick platform which helps them complete the full cycle of booking outdoor ads online, (from searching available inventory, to vetting locations, approving assets and analyzing results).
AdQuick: What does Peloton traditionally do for marketing and advertising its brand? What is your advertising mix?
Peloton: We are still in super growth mode; overall our biggest channels are TV and Facebook, however offline has been growing significantly. We’re doing some testing in podcast and radio, and use display and native advertising as well. We introduced Out of Home (OOH) and direct mail within the last year and are seeing a lot of promise there. This is why we’re investing specifically in those channels to drive interest in our brand.
AdQuick: How did you learn about AdQuick?
Peloton: AdQuick reached out to us and we were really impressed with the platform. It was much more advanced than anything we had seen and was taking on a very traditional space using marketing technology that’s been proven to work in the online world.
AdQuick: Before AdQuick, how did you buy outdoor advertising? What made you adopt their technology?
Peloton: A couple of times we dipped our toe in the water with OOH. A few years ago we had banners inside commuter trains in NYC. Our thought was that people are taking trains into the city for work and have homes in the suburbs with more space, with families, and perhaps higher incomes. We wanted a way to further touch that demographic with relevant marketing messages.AdQuick’s platform simplified everything for us while giving us visibility into all the available locations, instead of a small subset owned by one of the major companies. Further, every step of the process, from planning, to purchase, to execution, to post-campaign analytics is handled in the platform.
AdQuick: How so?
Peloton: First of all, the broad visibility into available options across all media owners is great. Having a platform where a buyer can go in for its brand and see everything available is invaluable. AdQuick takes out the guesswork and helps us determine exactly what inventory is available, without us having to work with a million different vendors.
AdQuick: How else were you using the platform?
Peloton: I could easily rely on Jay from AdQuick to build out the plan, but at the same time I could also build a plan myself with all of the necessary in order to upload each campaign. My creative team loves it because all of a sudden everything is in one place. I can see the timeline, status of the creatives, and go to the feedback bar with questions, and AdQuick’s team responds in minutes.
AdQuick: What campaigns are you running using the AdQuick platform? What are your goals and what markets are you going after?
Peloton: We’re working with AdQuick to support local store openings in LA, Durham, NC and the Mall of America. With the opening in LA, AdQuick was extremely helpful in this situation because the store is located in a mall which was having construction delays. This meant the store opening kept getting moved back. AdQuick worked with all of the vendors to extend deadlines, coordinating a lot of moving pieces, making the whole process a lot smoother than if we were trying to do this on our own.
Next we’ll be testing OOH in combination with radio and measuring how that impacts sales. It’s a multimillion dollar plan in eight different markets, so it presents us with a lot of opportunities to measure the impact of OOH. We plan to test commuter rail idea again in 2018, and we’ll be using AdQuick’s analytics capabilities to measure the performance which we will use for future planning.
AdQuick: What’s your experience so far with OOH advertising vs other forms of advertising? How is OOH most effective when it comes to branding and customer acquisition?
Peloton: I agree with AdQuick that OOH is really the sleeping giant of the advertising world. I started my career in digital marketing, but now I’m more involved with outdoor advertising and I find it to be incredibly data driven. OOH needs to be very locally targeted because reaching regional customers is so important, and until now this advertising channel has not been trackable. With AdQuick it now can be measurable which is going to change the potential of the OOH market dramatically. I’m very excited for 2018 and the ways that OOH and AdQuick will help us drive sales and increase awareness for our brand and store openings across the U.S.