The Challenge
A national trucking company was looking to recruit more truck drivers to their company. Blue collar workers are not the typical audience that is easy to find online. They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing truck drivers who may be interested in switching to their company.
They also make investments in TV Advertising for quite some time. The value of a truck driver to them was well over $100,000, so their investment into digital marketing was critical to their success.
After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts.
Solution
The team at Propellant Media developed a comprehensive strategy of geofencing, site retargeting, and OTT Advertising and pre roll video marketing.
- Geofencing Marketing – Our team built geo-fences around competitor truck location, trucking stops where truckers get gas, and truck towing locations in the northeast where their core market was centralized. We have over 100 locations we are actively geofence for this trucking company.
- Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 8 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts they were deploying including Google Ads and Facebook/Instagram advertising.
- OTT/CTV Advertising – Our team was able to take the same video creative and implement an ott/ctv advertising campaign leverage the same geofencing list as well as other audiences, knowing that we use the power of our programmatic solutions with the impact of digital TV.
Results
This trucking company has been working with Propellant Media for over 2 years. But over the last 90 days, our team delivered 1.78 million impressions, 1,460 clicks, but most importantly, 15 geo-fence conversions, measuring the number of users came to their location after seeing an ad.
We also showcased a number of people who saw the ad across connected TV streaming devices, achieving a high 95% watch rate for the ctv/ott advertising campaigns.
