Promoting Public Awareness During a Global Health Crisis
Informing the Public With Native Ads
Civilian was looking for a digital solution they could use to deliver messaging during a health crisis. They wanted to build awareness around the rapidly evolving COVID-19 pandemic for one of the largest transit authorities in the US, Metro Los Angeles. The goal of the campaign was to limit transit usage to those who were classified as essential workers, help curb the spread of the virus, and communicate the pandemic’s impact on commuters.
Solutions Used
Delivering Native Advertising Through Geotargeting
To achieve the goals of their campaign, Civilian leveraged native advertising to reach people who were most likely to use public transit in Metro Los Angeles. Here are some of the other strategies they used:
Native
As the health crisis evolved, the campaign was frequently revised with up-to-date messaging and creatives that were relevant to commuters.
Geotargeting
Civilian targeted zip codes throughout Los Angeles County to maximize reach and capture people who were most likely to use, or consider using, Metro Los Angeles.
Civilian’s Digital Approach Exceeds Viewability Goals
Civilian set a viewability goal of 70% for their campaign to ensure that digital assets were served and displayed in highly-viewable environments. Messaging was kept up-to-date, communicating that Metro Los Angeles would continue running for essential workers who rely on the system. Civilian achieved exceptional results over a short flight of 10 days. They exceeded their campaign viewability goal, ending the campaign with 76% viewability.
Impressions
10,162,093
Clicks
20,791
CTR
0.21%
Avg. Time on Site
1m 33s
Syed Hussain
Director of Media Services
Civilian
