Spark Intelligence AI platform proves DOOH can learn, not just deliver
JOLT, Australia’s digital out-of-home and electric vehicle charging network, today released the results from campaigns delivered through its Spark Intelligence AI-optimised campaign platform.
Key launch partners included Polestar, Target, NAB, UniSuper, Origin Energy, ANZ, Schweppes, Open Universities, Audible, American Express, Asahi and an iconic mainstream automotive company. Each partner ran a digital out of home campaign across JOLT’s premium streetside network, with real-time audience optimisation.
Spark Intelligence was used to plan, optimise and measure commercial outcomes. Across the cohort of advertisers, Spark Intelligence campaigns delivered double- and triple-digit lifts across the measures of store visitation, consideration, recall, product preference and purchase intent – with the majority of attributed actions coming from net-new audiences.
- Foot traffic: Brands recorded lifts of up to +89% in overall traffic – and as high as +143% in a single market – with the majority of attributed visits occurring within 10 days of the first ad exposure on the JOLT network.
- Consideration and preference: Exposed audiences showed lifts of up to +43% in product preference and up to +26% in brand consideration
- Recall: One brand achieved the #1 most recalled position in its category among JOLT-exposed audiences, while others recorded significant lifts in both ad recall and channel recall
- Action: Across campaigns, one in three of exposed audiences indicated a direct intent to act – including online search, visiting a location, or downloading an app – following a single campaign view.
Doug McNamee, JOLT CEO, said the company had proved it was a highly effective channel for brands seeking to attract new customers.
“Spark Intelligence AI optimisation allows us to use real data to make sure our clients’ ads are served during the moments their audience is there to see them – directly enhancing audience relevance and campaign efficiency,” he said.
“We also know JOLT punches above its weight in the media environment, and Spark Intelligence has given us the data to prove it across eight brands and six completely different categories. Our partner brands came in with commercial objectives, and left with results they could take to a CFO.”
JOLT’s Spark Intelligence features proprietary AI optimisation technology that maps audience movement across its network in real time. It dynamically targets ads towards high-concentration moments and away from low-value dayparts, helping brands to more efficiently reach their desired target audience.
The trials provided three major learnings for brands:
1. JOLT drives net-new audiences. Across every category tested, the majority of attributed actions came from audiences with no prior brand relationship, in line with the partner objectives.
2. Optimisation accelerates ROI. Speed matters with a significant share of actions occurring within the first two ad exposures. The majority of attributed visits and actions happened within 10 days of initial exposure, with Spark Intelligence compressing the journey from awareness to action.
3. Dayparting is where spending becomes efficient – or wasted. Every category showed a distinct peak performance window. Once identified, JOLT’s AI-powered tech optimises ad delivery into those windows, materially improved outcomes.
JOLT will be sharing further details on Spark Intelligence AI with brand and agency partners in the coming weeks.
