Car Rental
Dollar.
Dollar wanted to know whether out-of-home could move online bookings — and to prove it against a clean control. We ran the media across target booking-location markets and measured year-over-year Dollar.com traffic, target versus non-OOH control.
Client
Dollar
Sector
Car Rental
Markets
Target booking markets
Duration
Campaign flight
Year
2018
Could a physical medium move a digital booking?
Dollar’s bookings happen online, so any awareness channel had to prove it moved Dollar.com traffic — not just impressions. The brief was to test out-of-home the way a performance team would test anything: against a matched control.
Run OOH in target markets, hold out the rest
We flighted the campaign across target booking-location markets and left demographically comparable markets un-exposed as a control group.
Year-over-year Dollar.com website traffic was then compared between the two groups across the campaign, so any lift could be read against the flight dates rather than a seasonal curve.
Traffic tracked the trucks
In the peak week, target markets grew Dollar.com visits 32% year over year against 25% for control, and target markets consistently outperformed the non-OOH control.
Traffic lifts tracked the OOH flight dates — the signal every performance marketer wants to see before scaling.
The numbers
What it moved.
- +32%
- Peak-week Dollar.com visits YoY (target)
- +25%
- Same-period lift in control markets
- +7pt
- Target-over-control gap at peak
- 100%
- Of target markets beat control
Impressions are GPS-logged at fifteen-second intervals and third-party audited. Lift figures are measured against demographically matched control markets with no fleet presence.
On the road
The fleet in service.
Dollar wraps photographed across live routes — the same vehicles our GPS logs were counting.
Target markets outperformed the non-OOH control across the flight, with the traffic lift tracking the campaign dates rather than the season.
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