WIDER PHAR EXPERIENCE / AUSTRALIA / 2022
CAMPAIGN PLANNING / AUSTRALIA 2022
01 / WORKING PATTERNS
Office and work-from-home days
02 / AUDIENCE SIGNALS
Qantas first-party and mobility data
03 / MEDIA WEIGHTING
DOOH and paid social by context
WIDER PHAR EXPERIENCE
CAMPAIGN DELIVERY
campaign impressions
QUALITY / CAMPAIGN END
programmatic viewability
REPORTING WINDOW
9 March to 30 April 2022
Source: Cisco Webex Australia end-of-campaign report, 9 March to 30 April 2022. The 92% figure is programmatic viewability at campaign end, not a period average or a measure of outdoor-ad exposure.
THE BUSINESS PROBLEM / 01
AWARENESS + CONSIDERATION / AUSTRALIAN OFFICE WORKERS
Office attendance and working from home created different opportunities to reach the same audience. Media planning needed to account for where people were spending their working day.
PHAR planned digital out-of-home and paid-social activity around those patterns.
AUDIENCE DATA AND MEDIA PLANNING / 02
PHAR combined Qantas first-party data with mobility insights to plan around the audience’s working week. This informed where outdoor media ran and when paid social received more weight.
AUDIENCE DATA
Understanding the working week
Qantas audience data and mobility insights helped PHAR identify office and home-working patterns among the intended business audience.
DIGITAL OUT-OF-HOME
Office locations and commuting hours
PHAR weighted screen locations towards city offices and adjusted activity around commuting hours, so placement and timing reflected office attendance.
PAID SOCIAL
Reaching people working from home
Paid-social activity received more weight on home-working days. This gave the campaign a way to reach its audience when the commute was less relevant.
CAMPAIGN OPERATIONS / 03
The team capped bids per thousand impressions to limit overbidding and support delivery. The campaign report examined performance by creative, audience line item, device, location and publisher.
Campaign image: Webex street display in Australia. Programmatic operations: Australia end-of-campaign report.
AUDIENCE FOOTPRINT / PUBLIC PHAR CASE
Australian office workers reached
60,000 KEY PROSPECT ACCOUNTS / PUBLIC PHAR CASE
PHAR Partnerships’ published case study reports more than two million Australian office workers reached and 60,000 key prospect accounts. These audience figures are separate from the impressions and viewability reported above.
Impressions count ad deliveries and can include repeated exposure. The audience and account figures use a different source and definition, so they should not be added to the campaign impressions or read as sales results.
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