Challenge

Rover, the world’s largest network of five-star pet sitters and dog walkers, sought to attract more best-in-breed dog sitters in the greater San Antonio metropolitan area.

Solution

AdQuick worked with the Rover team to develop a highly-targeted, multi-channel campaign pairing premium OOH with geo-fenced mobile display and paid search. Billboards were hand-selected using AdQuick’s robust and user-friendly map UI, to ensure maximum visibility and impact.

To isolate and quantify the influence of OOH advertising on consumer behavior, Rover established a control-vs-exposed experiment. They captured response rates in zip codes that were supported with OOH advertising and compared those to response rates in zip codes that did not have OOH support.

Results

Rover’s test revealed that OOH had a significant halo effect on their other media channels –– driving up response rates for both mobile display and search and improving the overall efficiency of the campaign.

In the areas around the OOH billboard ads, the mobile ad clickthrough rate was 26.15% higher than in the control market. Tellingly, there was a linear relationship between OOH ad impressions and mobile ad response rates. The delta between control and exposed increased as the impressions increased in the San Antonio market –– from 15% higher mid-way through the campaign to 26.15% higher by the end of the campaign.

Similarly, Rover’s paid search campaigns in OOH zip codes outperformed those in non-OOH zips. Search response rates increased by 166% during the OOH campaign in exposed areas, while areas not supported by OOH only increased by 42%.

Thanks in part to smartly-targeted, premium OOH advertising, Rover was able to generate more completed sitter registrations in the San Antonio market, introducing more qualified pet care providers to the most trusted app for pet sitting and dog walking.

About Rover

Rover is the world’s largest network of 5-star pet sitters and dog walkers. Whether you need in-home boarding, pet sitting, dog walking, or day care, Rover connects pet parents with dog people who’ll treat their pets like family. But it’s not just about dog love. Rover is also an award-winning technology business committed to making pet care safe, easy, and affordable so that everyone can experience the unconditional love of a dog or cat.

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