Caltex reached nearly 700,000 unique audiences in Malaysia, and beat its forecast plays.
Malaysia · 62-day tracking period · Programmatic DOOH · with GroupM
▸ The Challenge
Caltex wanted to extend a running video campaign onto spectacular DOOH sites and retarget the same passersby on mobile. Awareness alone was not enough. Delivery had to be provable across several media owners.
▸ What We Did
- ▸Used the Moving Audiences planner to find DOOH sites close to Caltex stations
- ▸Forecast reach and impressions before booking, then tracked delivery against it
- ▸Paired the sites with a mobile guessing game triggered within a 5km radius
- ▸Reweighted toward the highest-performing sites using live audience data
Why it worked: One billboard alone drove over a quarter of impressions, and tracking against forecast is what made that visible in time to act on it.
▸ The Proof
8.73M
Potential views over 62 days
700K
Unique audiences reached
125.76%
Of forecast ad plays delivered
Caltex × Moving Walls · MalaysiaSource: campaign reporting · June 1, 2023 · movingwalls.com
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