Coca Cola uses DOOH from Volta Media to increase brand sales

Coca-Cola, looking to drive sales of brands such as Sprite, Seagram's and Fresca through the winter holidays, used DOOH campaigns from Volta Media, a video production and marketing company, according to a company press release.

The impact of Volta Media's DOOH network was tested using data that measures retail effectiveness that is unique to locations in the U.S. where Coca-Cola products are found. To expand sales measurement, Volta Media also partnered with Quotient, a marketing services company, for attribution.

The brands featured in the campaign, Sprite, Seagram's and Fresca, earned $2.51 million in attributable sales and a Return On Ad Spend of 56% higher than the average for DOOH ROAS across all Coca Cola food and beverage campaigns.

The campaign was also successful in converting new customers: 8.2% of the purchasers were new to the brands, and 7.6% were new to the category. In partnership with Quotient, Volta Media measured this impact through a three-step process:

• Captured DOOH ad exposure: Collected exposure data through mobile device IDs via delivery service partner impression logs.
• Mapped exposure to loyalty cards: Found loyalty card shoppers exposed to the Coca-Cola ad.
• Attributed sales to media exposure: Measured total attributable sales and ROAS.