Boost Mobile leveraged Perion’s programmatic DOOH capabilities to drive brand awareness and purchase intent across Australia.
Boost Mobile aimed to raise brand and product awareness by showcasing its full Telstra Prepaid Mobile Network coverage at a competitive value.
With network coverage being a key decision driver for consumers in choosing a telco provider, the campaign focused on communicating reliability and reaching a nationwide audience.
To achieve its objectives, Boost Mobile partnered with Perion to launch a nationwide programmatic DOOH campaign built on data-driven targeting, intelligent media planning, and contextual creative delivery.
The strategy was designed to reach consumers at key decision-making moments, while minimising media wastage and maximising relevance across every screen.
Nationwide Reach with Smart Postcode Targeting
The campaign was activated across more than 4,000 screens nationwide, with postcode targeting focused on areas near Coles and Woolworths—key retail outlets where consumers could conveniently purchase Boost Mobile SIM cards.
High-Impact DOOH Venues & Top-Tier Publishers
A broad mix of DOOH formats was employed, including retail environments and street furniture, ensuring high visibility throughout shopping centres and urban hotspots. Perion’s access to premium publisher inventory allowed the campaign to run on the most relevant and high-traffic screens, delivering both scale and precision.
Data-Driven Targeting & Contextual Dayparting
Boost Mobile utilised Perion’s audience intelligence to trigger ads during moments of peak consumer concentration, achieving a 72% audience concentration rate, a notable benchmark for DOOH campaigns.
Strategic dayparting ensured that ads were shown during high-footfall periods, such as commuter hours and shopping peaks, adapting dynamically throughout the campaign to maintain optimal performance.
Cross-Channel Retargeting
Boost Mobile extended its campaign across Video-On-Demand, social media, and other digital platforms to maximize exposure and reinforce messaging, creating a multi-touchpoint brand experience.
Transparent Optimisation & Reporting
Weekly reporting and live campaign optimisation allowed real-time refinement, contributing to efficient media spend and impactful delivery. Competitive programmatic DOOH rates further strengthened ROI.
The campaign achieved 25.8 million impressions nationwide, with 2.3 million ad plays over an 8-week period.
A Brand Lift Study, conducted in collaboration with HappyDemics, concluded:
By combining national scale with pinpoint targeting and cross-channel reinforcement, Boost Mobile demonstrated the effectiveness of Perion’s programmatic DOOH in driving awareness, engagement, and intent across a competitive telco market.
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