Outdoor case study: APN Outdoor’s XtrackTV and Pureprofile

The study found 77% of respondents admitted they ‘notice or pay attention to XtrackTV’.

APN Outdoor has released the results of its latest case study featuring Pureprofile.

Pureprofile utilised APN Outdoor’s national digital rail network to encourage commuters to download and engage with their online research panel. Run exclusively through XtrackTV, the campaign yielded a 121% increase in Pureprofile app downloads (compared to the prior 12-week average), as well as a 35% increase in Pureprofile panel registrations during the period.

The campaign, which featured a 15-second TVC on XtrackTV screens across five metro markets, lasted two weeks from January to February 2018 and saw Pureprofile app downloads more than double.

The study found 77% of respondents admitted they “notice or pay attention to XtrackTV”, 73% agreed they “often find themselves looking at the ads to kill time”, while 61% said they like seeing advertising on XtrackTV.

APN Outdoor’s general manager, marketing, Charlotte Valente, said: “The results of our partnership with Pureprofile are incredibly exciting, proving the tangible benefits of the XtrackTV platform in driving immediate action.

“XtrackTV is the only full-motion, audio-enabled, national digital network. This, combined with the strengths of the rail environment in providing a high-dwell, high-frequency, captive audience, truly cements why 67% of participants said they looked into the Pureprofile advertisement immediately while still on the platform.”

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