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The messaging would acknowledge the current weather conditions and encourage our audience to ‘ditch their wellies’ in favour of the warm weather in the new travel destinations.\u003C\u002Fp>\n",{"text":396,"title":30},"\u003Cp>We chose StackAdapt as our DSP, as their in-platform weather segments simplified the targeting, and they were able to support with the creative build allowing us to run 6 variations in total - one for each destination and weather combination.\u003C\u002Fp>\n",{"text":398,"title":30},"\u003Cp>A mobile retargeting strategy ran in tandem; identifying users primed by our DOOH ads based on device proximity at the time the ad impression was shown, then targeting their device ID to encourage them to click through to the Norse site and continue their journey.\u003C\u002Fp>\n",{"text":400,"title":30},"\u003Cp>To ensure Norse had a disruptive, targeted presence across multiple environments, this strategy ran in conjunction with audio spots on Spotify and high impact display across premium sites via GumGum. With additional data segments available through these partners, we split out our audience into Winter Sun Chasers and LA Jetsetters with tailored creatives per audience. Spotify leveraged highly indexing podcasts and playlists, while GumGum targeted highly indexing content and sites, as well as premium Hearst titles for the LA Jetsetters audience.\u003C\u002Fp>\n",{"acf_fc_layout":402,"reduced":265,"top_overlap":372,"bottom_underlap":371,"disable_observer":-1,"heading":403,"intro":404,"columns":405,"style":22,"layout":406,"grid_items":407},"linked_content_grid","The Results","\u003Cp>There was a clear indication that Norse’s audience was primed by the DOOH activity. 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