Mucinex Achieves 245% Boost in Website Visits by Extending DOOH Campaign to CTV
Takeaways
16.5M+
DOOH Impressions
Across 10 major metropolitan Designated Market Areas (DMA)
245% Higher
Conversion Rate
For consumers exposed to both DOOH + CTV retargeting
175% Higher
Conversion Rate
For consumers with multiple ad exposures (2–5 impressions)
About
Mucinex is a trusted household name for consumers seeking reliable solutions for respiratory health. The brand specializes in providing effective relief from chest congestion and mucus-related symptoms for millions of consumers every year.
Challenge
As cold and flu season approaches, Mucinex needs to stand out in the highly competitive consumer health market—ensuring that they’re top of mind when a person experiences miserable cold and flu symptoms. Mucinex sought to increase brand awareness for its DM 12 Hour product and drive consumers to their website to learn more and score coupons that would increase propensity to purchase. However, finding the right mix of marketing channels to drive not only awareness, but also strong purchase intent, was a challenge.
Solution
Mucinex partnered with Adomni, the leading solution for programmatic digital out-of-home (DOOH) advertising with its Smart Video Everywhere network. To extend the campaign’s reach and performance, Adomni enlisted Kochava’s cross-platform media activation and measurement solution, Measurable Extension.
Leveraging the Adomni & Kochava partnership, Mucinex was able to reach consumers through DOOH placements across digital billboards and pharmacies, then retarget these consumers in the following days with 15-second video spots on their connected TV (CTV) at home. CTV retargeting efforts were activated through Roku, Samsung, LG, and VIZIO. This channel convergence strategy enabled Mucinex to capitalize on cross-channel performance synergies.
Impact
For Mucinex, CTV had a highly complementary effect to DOOH, leading to a stronger overall media strategy and performance. Over 16.5 million DOOH ad impressions were observed. Thanks to strong match rates across CTV platforms, a sizable audience segment was successfully retargeted. For consumers exposed to both CTV and DOOH, the rate of conversion (i.e., website visit) was 245% higher than for consumers exposed only to DOOH. Moreover, consumers with repeat exposure (2–5 impressions) showed a 175% higher conversion rate than those exposed to a single ad impression.
This case study highlights how cross-platform measurement and activation solutions can elevate the impact of DOOH campaigns by allowing for precise measurement and seamless integration between DOOH and CTV experiences. Mucinex is exploring additional channel-convergence strategies with Adomni and Kochava.
”The results delivered for Mucinex showcase the true power of cross-channel synergies. Our partnership with Kochava enables us to couple the strength of our Smart Video Everywhere technology with the performance measurement to deliver growth acceleration for our partners.
Douglas LustedVP of Performance Media, Adomni