Michigan Office of Highway Safety Planning Leverages Predictively Targeted 360° Video to Combat Drunk Driving
Michigan Office of Highway Safety Planning Leverages Predictively Targeted 360 ° Video to Combat Drunk Driving
Interactive Ad Experience Delivers 88% Video Completion Rate
AdTheorent, Inc., an advertising technology company using data, predictive targeting and machine learning to provide competitive advantages to marketers as measured by real-world business outcomes, and Brogan & Partners, a full-service marketing and advertising agency, today announced campaign results from the Michigan Office of Highway Safety Planning (OHSP) 360° video digital advertising campaign. The “Do a 360°” campaign, part of the statewide “Drive Sober or Get Pulled Over” initiative, was designed to raise awareness and prevent impaired driving. AdTheorent and Brogan & Partners combined an immersive 360° video advertising unit with machine learning-powered predictive targeting to drive advertising engagement.
Michigan OHSP’s 360 ° Video Experience
The “Do a 360°” digital campaign was conceived to engage users through a 360° video experience showcasing a night out at a bar, prompting users to contemplate the fact that one bar patron would drive drunk and kill a family of three. It starts with an unexpanded banner that launches into an interactive video experience. Once the ad unit is expanded, the 360° video plays and prompts the user to move his or her device to explore. Taking traditional video to the next level, this 360° video lets each user tilt his or her device in any direction in order to move around within the video, exploring the bar and immersing the user in the magnitude of the consequences of drinking and driving. (Desktop viewers tap left or right for the same 360° interaction). The video ends by encouraging the user to “Do a 360°” of his or her evening -- make a plan, assess the surroundings, and avoid drunk driving to get home safely.
“In 2016, there were 274 alcohol-involved traffic fatalities and 32,610 drunk driving arrests in the state of Michigan and this is a very important issue that is completely avoidable if people will ‘Do a 360’ before heading out and make the life-saving choices available to those that drink responsibly,” said Michael L. Prince, director of the Michigan OHSP.
Predictive Audience Targeting Drives Engagement and Video Completion
The primary goals for the campaign were to drive users to the ad unit, to facilitate secondary engagement within the unit (such as exploring the bar using the 360° functionality or accessing a web link) and to drive a high video completion rate among the target audience of males, ages 21-34. To attain these goals, AdTheorent leveraged custom machine learning models to predictively target in-demo consumers with the highest probability of taking those actions. Campaign engagement was strong across all environments: smartphone was 25% higher than industry average, tablet was 12% higher than industry average, and desktop was 100% higher than industry average. Secondary engagement was also strong at 8.65%, with the users averaging more than 7 seconds within the unit. Video completion rate was 88%, which is 40% higher than industry average. Interestingly, more than 93% of users who commenced watching the video viewed at least 75% of the video.
“We were thrilled to join forces with Brogan & Partners to drive awareness around impaired driving and we commend the Michigan Office of Highway Safety Planning for its efforts around this important public safety issue,” said James Lawson, COO of AdTheorent. “Given the dangers of impaired driving and the preventable nature of impaired-driving related injuries and fatalities, it was important to identify and target the right people and then deliver an impactful and thought-provoking experience -- and this campaign was a success in both areas.”
About AdTheorent ®
AdTheorent is a machine learning-powered predictive advertising company, utilizing machine learning and advanced analytics to connect advertisers with their optimal audiences, at scale. AdTheorent’s Data Science team leverages an award-winning machine learning platform connected to a Cross-Environment Map consisting of 600MM devices across 90MM US households. AdTheorent’s platform combines millions of data attributes into custom models to drive campaign results, far outperforming industry standards, to predict and identify users most likely to engage with an advertiser’s message. AdTheorent’s Studio A\T creative organization helps advertisers develop the most effective creative assets, content and technology solutions to engage with audiences. AdTheorent’s award winning attribution division – MRC-accredited Barometric - provides attribution solutions based on real-world outcomes. For more information, please visit adtheorent.com.
About Brogan & Partners
Brogan & Partners helps clients more effectively connect with target audiences, amplify their brand and grow business. Since 1984, our work has attracted brands large, medium and small in healthcare, governmental, financial services, utility, nonprofit and retail industries. We consistently deliver results—increasing consumer awareness, engagement and revenue. The agency is headquartered in Birmingham, Mich. For more information, visit www.brogan.com.
About Michigan Office of Highway Safety Planning
The OHSP is the state’s designated highway safety office with a mission to saving lives and reduce injuries on Michigan roads through leadership, innovation, facilitation, and program support. OHSP works with public and private community partners to coordinate state and federally funded programs, activities, and initiatives to improve safety on Michigan roadways.
PenVine for AdTheorent, Inc.
Melanie Berger, 850-567-0082