Museum of
Fine Arts

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museum of fine arts billboard out of home advertising in bostonmuseum of fine arts billboard out of home advertising in boston
We saw a 110% lift above the mobile CTR benchmark for the Museum of Fine Arts
Boston’s Museum of Fine Arts (MFA) was looking to use OOH to promote the first featured exhibit since reopening during the COVID-19 pandemic. Combining a specialty billboard on a major gridlocked roadway with a strategic mobile geofence resulted in a high-impact, high-impression campaign.

110%

Lift in CTR
Source
MFA BOSTON

1M+

Mobile Impressions Delivered
Source
MFA BOSTON

6.2K+

Clicks
Source
MFA BOSTON
Strategy & Tactics
Creative Excellence
Keeping the creative consistent across formats allowed for increased brand recognition, while the clear call-to-action on the mobile graphic drove user engagement.

Strategically Placed
The MFA implemented a highly visible campaign using thoughtful placements throughout the downtown, greater Boston, and greater Massachusetts areas, allowing them to reach their target market across multiple touchpoints.

Mobile Retargeting
The mobile portion included a strategically curated zip code group, with retargeting layered in to increase frequency in those targeted areas.

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.