Revolutionary omnichannel campaign achieves “Breakout” status on Google Trends with a 5,000%+ increase in search for Athena Club, Fly By Jing, Wild, ThirdLove, Menē, and Caraway Home.
Nickelytics, in partnership with Branded Cities and Ivee, has launched a geo-targeted advertising initiative in Times Square and select prime locations throughout New York City, showcasing six rapidly expanding consumer brands.
With a prominent placement on the iconic Nasdaq Billboard in Times Square for awareness and interactive ad units in NYC taxis running Ivee’s Smart Taxi software for consideration and action. The two-week campaign showed how contextually relevant, location-based media drives measurable engagement and reinforces omnichannel OOH effectiveness:
- “Breakout” status on Google Trends for each DTC brand with an increase of 5,000%+ in search growth.
- 3 million+ impressions.
- 820,000 minutes of in-car time with the brand.
- Precision-targeted CPG ad placement: 73% of in-car ads played within 5 minutes of the nearest Target location.
- Click-through rates (CTR) as high as 27%.
“Branded Cities’ NASDAQ Tower in Times Square packed a punch for Nickelytics, allowing their brands to reach audiences with high-impact imagery, driving online action,” said Roger Wood, Director of Digital Growth/Programmatic, Branded Cities.
The multi-brand initiative was powered by Nickelytics’ proprietary DOOH platform, acquired in 2024 by Kiwibot and integrated with Vistar Media’s SSP.
“We’re thrilled to seize the opportunity to partner with Branded Cities and Ivee, empowering brands to rise above the din in one of the world’s most fiercely competitive media markets,” said Bo Sijuade, Director, DOOH, Nickelytics.
“Modern marketers need to demonstrate performance at every stage of the funnel,” said Dave Matthews, VP of Product for Ivee. “This campaign not only drove mass awareness but also delivered measurable engagement, proving that OOH can be a full-funnel performance marketing solution.”
“As an integrated partner with Nickelytics, Vistar Media’s SSP provided access to some of the most in-demand OOH inventory, allowing the brand to secure premium placements – including iconic spectaculars – through the efficiency of programmatic buying,” said Lucy Markowitz, SVP, GM of the US Marketplace at Vistar Media. This campaign shows how programmatic DOOH empowers brands to reach consumers in the world’s highest-traffic locations while delivering measurable, performance-driven outcomes.”