Article

Wall Street Journal DOOH network creates 16% sales boost for Blackberry

Digital out-of-home campaign coupled with place-based events scores big in upscale office building promotion.  

November 3, 2009

The Wall Street Journal Network has released a case study about its 2008 DOOH/place-based media campaign with Blackberry that resulted in a 16 percent sales lift from those who engaged in the program.

CEO Jim Harris was featured in yesterday's Three Minute Adage, a daily online news show from the publication Advertising Age. In the spot, Harris talks about how the combination of DOOH advertising with place-based events proved to be highly effective.

A place-based event for Blackberry hosted by the Wall Street Journal Network.

Compared to a control group who had not seen ads or attended the event, sales from attendees were about eight times higher.

A case study of this promotion can be downloaded here. 

"The opportunity to put product into people's hands is a tremendous complement to the media that is going on screen," Harris told Adage.

The Wall Street Journal Network consists of a network of LCD screens in more than 800 upscale office buildings. They broadcast news from WSJ and Dow Jones. Advertising is supplied by Blue Chip Marketing partners. WSJ Network screens are seen by 1.1 million viewers daily.