Toyota Hijacking Last Mile Traffic

pDOOH swayed competitive traffic to drive incremental footfall, achieving an additional minimum MYR36m in sales through strategic targeting.

Market: Klang Valley, Malaysia
Period: Mid-March to April 2023 (6 weeks)
Channel: Programmatic DOOH

+46%Footfall upliftExposed 54.24% vs control 37.24%: an additional 3,463 visitors to 33 Toyota dealers
+64%Car bookings, across all modelsAgainst the pre-campaign visitation benchmark
MYR36mMinimum incremental salesAmong the top 10 dealers measured
63×Sales ROIVIOS sales isolated

Instead of using Digital Out of Home (DOOH) for top funnel awareness, it was used to drive bottom funnel results: footfall to Toyota showrooms.

The Challenge

Toyota Malaysia has invested in OOH media for many years, and wanted to re-evaluate its approach and role in the media mix.

DOOH is known to build brand presence, but its effectiveness can hardly be accounted for: reported reach per site is at best a guesstimate from site owners, based on grossly outdated JPJ data from manual counts.

The Idea

Programmatic buying lets this channel’s data be tracked, measured and used, so DOOH could drive purchase intent instead: from historical data, a customer in the showroom has an extremely high possibility of converting.

Targeted Automotive Intenders and Honda showroom visitors, with geofences around Honda showrooms in the Klang Valley, serving Toyota ads near Honda dealers to intercept intenders.

Measured device IDs observed at 33 dealers and at the DOOH screens, split into exposed and control groups by the screens’ playlogs, and attributed the lift in foot traffic by comparing their visitation rates.