NPRP Out of Home Media recently partnered with Carta, a leading FinTech platform transforming how companies manage equity and ownership, to launch impactful out-of-home (OOH) media campaigns in San Francisco and New York City. Carta provides software solutions for cap table management, valuations, and equity plans, with a powerful tagline: “Carta: The New Standard in Private Equity.” Our goal was to strategically elevate Carta’s brand awareness among key tech decision-makers in these influential city centers.
Strategic OOH Implementation:
To effectively reach Carta’s target audience, NPRP Media developed tailored OOH strategies for each city:
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San Francisco Campaign:
- In San Francisco, we focused on targeted brand awareness using a combination of static and digital transit shelters and static vertical kiosks.
- These placements allowed us to reach tech professionals during their daily commutes and within key business districts.
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New York City Campaign:
- In New York City, we implemented a larger-scale, high-impact campaign to capture the attention of commuting tech professionals and office executives.
- This comprehensive strategy included:
- Subway digital dominations
- Static and digital newsstands
- Office elevator and lobby screens
- Unexpected digital projections
- These diverse OOH placements ensured maximum visibility across various touchpoints in the city.
Campaign Results and Key Learnings:
The campaigns delivered exceptional results, demonstrating the effectiveness of strategic OOH for FinTech brand building. Key highlights include:
- Significant Added Value: NPRP Media secured substantial bonus media, significantly increasing campaign reach and efficiency. Bonus media impressions comprised a large percentage of the total impressions delivered, enhancing the overall value of the campaigns.
- In San Francisco, bonus impressions represented a substantial portion of the total impressions.
- In New York City, a significant percentage of total impressions were delivered as bonus.
- Improved CPM Efficiency: The campaigns achieved greater CPM efficiency, demonstrating effective ad spend.
- In San Francisco, our strategic approach led to a 59% reduction in the effective CPM compared to the initial CPM, showcasing a dramatic improvement in cost-effectiveness.
- In New York City, we also achieved a notable 35% reduction in the effective CPM, demonstrating a substantial increase in campaign efficiency.
- Massive Reach: The OOH campaigns generated millions of impressions, significantly expanding Carta’s brand visibility in both San Francisco and New York City.
Conclusion:
NPRP Media’s successful OOH campaigns for Carta in San Francisco and New York City demonstrate the power of strategic out-of-home advertising for FinTech companies. By targeting key decision-makers with high-impact placements and maximizing added value, NPRP Media helped Carta elevate its brand presence and reinforce its position as “The New Standard in Private Equity.”