In June 2024, Skoda advertised the new Octavia model using real-time Digital Out-of-Home (DOOH) powered by i-media’s proprietary Predictive Intent to Purchase (PIP) algorithm, which identifies drivers likely to be in the market for a new car. By targeting these motorists, the campaign delivered highly targeted advertising at motorway service areas (MSAs), moments when drivers are naturally thinking about their cars. The campaign successfully boosted brand awareness, engagement, and consideration, showing how predictive, data-led DOOH can efficiently reach in-market audiences and deliver measurable results.
117%
higher brand awareness amongst triggered car models
76%
more likely to consider a Skoda Octavia as their next car purchase
83%
more likely to see Skoda ad, triggered cars vs all MSA users
The Challenge
Skoda wanted to generate excitement for the refreshed Octavia and reach potential buyers who were actively in-market. The goal was to deploy DOOH in a smart, targeted way, ensuring ads were seen at moments when motorists were most receptive, particularly those considering their next car purchase.
The Solution
Motorway service areas offered a unique, contextually relevant environment. Motorists taking breaks during long journeys are naturally more attentive and likely to think about their cars, making MSAs an ideal location for the campaign.
i-media’s Predictive Intent to Purchase (PIP) algorithm used multiple ANPR data points to score vehicles in real time based on their likelihood to purchase a new Octavia. High-scoring vehicles triggered the DOOH ad, ensuring Skoda reached drivers who were most likely to buy.
The campaign specifically targeted existing Octavia owners with older models, as well as drivers of key competitor vehicles, including the VW Golf, Ford Focus, and Nissan Qashqai. Skoda became the first brand to leverage this pioneering technology, efficiently delivering relevant ads to their in-market audience and optimising DOOH spend.
The Results
The campaign delivered significant uplifts across awareness, consideration, and brand perception, with results based on a comparison between drivers whose vehicles triggered the ads and the wider group of MSA visitors.
Top-of-mind brand awareness among target vehicle drivers increased by 117%, while 83% were more likely to recall seeing a Skoda ad in the past month compared with the broader MSA audience.
The campaign also drove stronger purchase intent, with target vehicle drivers being 76% more likely to consider a Skoda Octavia as their next car. Positive associations with the brand were reinforced, particularly around fuel efficiency, reliability, and value for money, with fuel efficiency showing the largest uplift at +35%.
These results demonstrate how Predictive Intent to Purchase and data-led DOOH can efficiently reach in-market audiences, delivering measurable gains in both brand perceptionand purchase consideration.
