Case Study
Driving Awareness and Giving Through Targeted Video on Taxi TV
Further introduced Ronald McDonald House New York to Taxi TV as a new, unskippable digital out-of-home advertising channel to drive brand awareness and donations. With strategy and execution provided by Further, RMH-NY set out to determine the direct and assisted impact of the high-attention format by piloting in-taxi video and display ads served to riders in New York City. The goal: test whether Taxi TV could become a viable mid-to-upper funnel channel, with greater engagement and brand uplift than traditional skippable video placements.
Client
Ronald McDonald House of NY
Program
Digital OOH
Non-Profit Category
Health
The Challenge
Digital Out of Home (DOoH) formats like Taxi TV offer limited attribution, making it challenging to fully understand the campaign’s impact on conversions. RMH-NY needed to evaluate both direct donations via vanity URLs and QR codes placed on the videos, as well as any lift in branded search, web traffic and donations – that could signal an assisted impact. Additionally, cost-efficiency was a primary concern; especially as the test extended beyond the original 2 month-$5k pilot.
The Strategy
To maximize the campaign’s chances for success, Further launched two video ads in taxis across NYC. Each ad included a distinct vanity URL and QR code for riders to make direct donations. The video was complemented by sequential in-app display ads via the Curb app, appearing before, during and after rides.
The Results
The Taxi TV pilot delivered promising early results and valuable learnings around timing, budget allocation, and creative effectiveness. The pilot confirmed that Taxi TV has strong potential for driving direct donations and boosting brand engagement, particularly when budget and creatives are optimized early.
Key successes include:
33% better than our target, prompting increased spend in future months
Google & Bing Brand CVR increased YoY, signaling higher-quality traffic being driven to the campaigns
Increased web revenue YoY during the following six months
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