The Challenge

• Cognitiv, a B2B AI company, faced a significant milestone with the launch of its first-ever brand campaign and turned to OOH advertising.

• By strategically targeting ad agency offices in New York City, Cognitiv aimed to reach busy advertising executives during their commutes.

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The Solution

• Known for its innovative AI platform, Cognitiv created striking AI-driven content and partnered with us, billups, for our AI-powered measurement technology.

• We planned a targeted OOH campaign in high-traffic NYC locations, capitalizing on the return to in-office work.

• Using our technology, our billups team strategically selected high-impact units, combining traditional and digital OOH formats with attention metrics for real-time optimization and maximum engagement.

The Results

• The campaign delivered 58.5M impressions and  two units stood out for their performance, achieving attention scores of 99% and 97% and 3x higher dwell times than the campaign average.

• Street furniture also showed strong attention scores despite shorter dwell times.

• Overall, the campaign suggests that by effectively boosting brand awareness, lower funnel success can also be realized, demonstrated by Cognitiv's 650% increase in organic LinkedIn searches.

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"We turned to billups to assist us in using OOH for our first brand-building campaign. The ability to collect attention insights on a branding investment changes how we think about branding by demonstrating what units worked best and enabling us to optimize future campaigns. Along with high attention scores, the 650% increase in organic LinkedIn searches from this campaign further proved our strategy's effectiveness."

Justine Frostad, SVP of Marketing at Cognitiv

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