Road Safety Campaign Reaches NYC Drivers With Native Ads

How to Reach Drivers to Promote Road Safety

Burson Cohn & Wolfe (BCW) needed to raise awareness for the New York City Department of Transportation’s Vision Zero initiative, which seeks to reduce traffic fatalities and promote road safety. They launched a native ad campaign in English and Spanish targeting drivers in NYC’s five boroughs, generating over 8M impressions and helping reduce traffic fatalities in America’s most populated city.

Solutions Used

Educating Drivers With Native Ads

To achieve the goals of their campaign, BCW used a combination of StackAdapt Custom Segments and 3rd-party audience data to target drivers in New York City with native ads. Here are some of the tactics they used:

Geotargeting

Targeted drivers by zip code in New York City, including Staten Island, to maximize reach and inform users about the safety initiative.

Native

Launched native ads in both English and Spanish, serving the creatives to relevant drivers based on the user’s location.

Audience Targeting

Leveraged Custom Segments and third-party audience data to target drivers across the five boroughs.

Road Safety Awareness Campaign Drives 8M Impressions

BCW successfully reached drivers in New York City’s five boroughs, effectively educating the audience on the Vision Zero initiative. Their campaign generated over 8 million impressions and achieved an optimal time on site with a low CPC and a high CTR.

Impressions

8,332,153

Clicks

45,824

CTR

0.55%

CPC

$0.70

Kaily Groover

Integrated Media Strategist

BCW

“We used StackAdapt’s custom audience segments and 3rd-party data to accurately capture NYC drivers and commuters throughout this campaign. This was ultimately able to reach our desired target audience with appropriate messaging, and deliver the ROI our clients expect!”