How JP Morgan Lifted ETF Awareness with pDOOH

• Reached 73,333 unique individuals with timely, targeted ads
• Delivered over 506,000 impressions across 12 high-impact urban billboards
• Focused on peak commute and lunch hours in Singapore’s Central Business District
• Strengthened awareness for active income-generating ETFs amid volatile markets

Executive Summary

JP Morgan Asset Management, a global leader in investment management, wanted to increase awareness of its active ETFs (JEPI, JEPQ, JEPG) among working professionals in Singapore. The challenge was to deliver precise, timely messaging across high-impact locations and track meaningful engagement. Through a 26‑day pDOOH campaign with Moving Walls, JP Morgan reached over 73,000 unique professionals, serving more than 500,000 impressions across 12 premium digital billboards.

Client Background

Source: JP Morgan Asset Management

JP Morgan Asset Management is a global investment leader managing over $3.7 trillion in assets for individuals, families, companies, and institutions worldwide as of March 2025. With a strong market presence including Singapore, the firm provides a broad range of investment products, including actively managed ETFs aimed at generating income and managing risk. Their financial solutions are trusted by millions globally, serving both retail and institutional clients with tailored investment strategies.

Objective

The campaign had one clear goal: Reach working professionals in Singapore at multiple touchpoints in their day, and build strong brand recall for JP Morgan’s active ETFs. To achieve this, the campaign set out to:

• Focus on locations where office workers naturally spend time: MRT stations, office buildings, and malls
• Use a large, high‑impact screen as the anchor and support it with additional digital panels
• Deliver enough frequency so professionals would see the message several times over a few weeks

Strategy

Collaborating with Moving Walls, JP Morgan developed a focused approach:

• Data-Driven Location Selection: Leveraged footfall analytics to select 12 high-traffic digital billboards positioned strategically around business hubs and transit points.
• Programmatic Activation: Utilized Moving Walls’ partnership with DSP MAX for real-time programmatic buying and optimization across media owner networks including Focus Media and Asiaray.
• Audience Segmentation: Targeted working professionals using geofencing and behavioural data to deliver relevant messaging during commute and break periods.
• Dynamic Creative Scheduling: Ads rotated dynamically to align with peak hourly footfall and times of day for maximum engagement.
• Reporting & Optimization: Dashboard monitoring enabled weekly optimizations to improve reach and frequency.

Time‑of‑Day Performance: Owning the Morning

Impressions by daypart across the 26‑day period:

• Morning (6 AM – 12 PM): 253,632 impressions
• Afternoon (12 PM – 6 PM): 182,364 impressions
• Evening (6 PM – 12 AM): 70,626 impressions

Key insights:

• Morning emerged as the dominant window, capturing roughly half of all impressions, aligning with commute and early workday movement.
• Afternoons added a strong secondary layer of exposure, overlapping with lunch and mid‑day breaks.
• Evenings contributed a smaller but still relevant share for those working late or returning through the CBD.
• Across the entire campaign, 9 AM and 5 PM stood out as peak hours, matching start‑of‑work and end‑of‑day flows.

Results & Impact

• Unique reach: 73,333 working professionals reached.
• Impressions: 506,622 high-quality impressions delivered.
• Ad plays: 55,950 digital billboard ad plays activated.
• Site contribution: The landmark CIMB Plaza screen delivered over 31% of total impressions, anchoring the campaign visuals.
• Engagement peak: Highest exposure between 9 AM and 5 PM during commute and lunch periods, aligning precisely with audience movement patterns.
• Audience profile: Balanced gender reach with a concentration in core investing age groups 35-54, matching JP Morgan’s target investor demographic.

Conclusion

This campaign demonstrates how programmatic DOOH effectively delivers relevant and timely messaging to busy professionals, integrating seamlessly into their daily routines. By leveraging Moving Walls’ data-driven technology and strategic location targeting, JP Morgan enhanced brand visibility and engagement in a way traditional advertising cannot match. Programmatic DOOH not only maximizes impact but also provides real-time optimization and precise measurement, making it an essential tool for modern financial marketing.Ready to unlock the power of programmatic DOOH for your brand?

Book a demo with Moving Walls today and start delivering smarter, more effective outdoor campaigns.