When I was expansion manager for grocery delivery service Instacart circa 2014, I ran into a problem: declining effectiveness of our social media and online ads.
The market was simply too saturated, with delivery services like Instacart, plus a fast-growing cadre of meal-kit delivery services. It was hard to cut through all the noise.
We also suspected, but couldn’t prove, that a high percentage of our clicks were junk, powered by bots. And this was well before the 2016 election with Russians on Facebook.
So, our team decided to do something really different: We turned to outdoor ads—specifically, billboards and transportation ads, such as bus stop and subway posters.