This Domino’s campaign is one of the first to utilise new Data + Metrics measurement through third party Lumos Intelligence. The campaign itself was focused on the CBD in Melbourne. Digital Mobile billboards were tracked throughout their journey. Lumos Intelligence measured 18 million plus unified mobile devices across 7,000 plus consumer segments and found the following: 568,500+ Impressions; 169,900+ Reach; Frequency of 3.3x; 26% of the audience use food & drink deliveries and 27% were take away food consumers. This data can then be used to retarget this audience to amplify the message across more than 2,000 websites and apps. And conversions can be attributed to verified clicks.
