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Here’s a campaign that takes “data-driven marketing” to a whole new level. LinkNYC is using Foursquare’s location data to help New Yorkers avoid each other take down COVID-19 through digital out of home displays (DOOH).
What happened: LinkNYC—the company that powers those digital kiosks on NYC sidewalks—is using Foursquare’s data to display the average hourly traffic levels for nearby grocery stores and drugstores.
Why it matters: Foursquare’s new partnership with LinkNYC hits two ongoing trends.
- In 2015, DOOH only made up 17% of total U.S. OOH ad spend. But in 2020, DOOH will account for one-third of all OOH—and it’s estimated to keep growing, ballooning to 42% by 2023, per eMarketer.
- In a Spring 2020 Edelman survey, 89% of U.S. respondents agreed with the statement, “I want brands to shift money and resources to producing products that help people meet pandemic-related challenges.”
Bottom line: LinkNYC’s data-driven partnership with Foursquare has utilized the dynamic nature of DOOH to respond to one of the most prevalent consumer concerns of 2020.