Morton Arboretum

The Morton Arboretum, a garden and outdoor museum located in a suburb of Chicago, and media marketing agency, Kelly Scott Madison (KSM), partnered with Place Exchange to leverage the power of Digital Out of Home to drive awareness and ticket sales of its special exhibition, Human+Nature and Illumination.

morton arboretum creative on digital billboard

Strategy

With the goal of reaching past Morton Arboretum visitors, the museum launched its first programmatic Digital Out of Home (DOOH) campaign using a powerful media mix of DOOH formats and first-party data to identify people who had visited the arboretum. DOOH media was activated to reach the targeted  audience during a time and at places where they would be most likely to see campaign messages. Using device ID passback, Morton Arboretum was able to record sales directly attributed to visitors exposed to the DOOH campaign.

Strategy

Takeaway

The combination of first-party data targeting, programmatic activation across DOOH, and device ID passback proved highly effective in driving ticket sales. The campaign also demonstrated that, in addition to the ability to deliver mass reach to a targeted audience, DOOH can drive lower-funnel performance at an efficient cost.

Takeaway

Programmatic Case Study Content_STAT Graphics
Programmatic Case Study Content_STAT Graphics
Programmatic Case Study Content_STAT Graphics