Full Funnel Impact: Mars Extra Gum and Programmatic OOH

from The IAB Australia Podcast · host IAB Australia

In this episode we discuss 2024 winner of the JCDecaux PROGRAMMATIC Campaign of the Year Award for the campaign Extra’s Gum Cities. The campaign demonstrated successfully using programmatic Out-of-Home to increase brand awareness, improve sentiment, and drive sales growth. Designed to engage Gen Z students, workers, and commuters, Extra’s Gum Cities proved how Out-of-Home connects brands with young audiences in the moments that matter. Joining Gai on the podcast for this episode: Brad Palmer (JCDecaux), Brady Arlt (Group M Nexus), Matt Ridsdale (EssenceMediacom) and  Mel Alforque (Mars) See omnystudio.com/listener for privacy information.

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This episode was published on April 14, 2025.

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