Orange
Owning two cities, without overspending.
A six-week push to dominate share-of-voice for an Orange flagship offer across Douala and Yaoundé, on a fixed budget.
8.1M
impressions
-22%
effective CPM
2
cities
At a glance
- Sector
- Telecom
- Goal
- Share of voice
- Duration
- 6 weeks
- Format
- Digital + static
Services used
- Digital billboards
- Real-time bidding
- Frequency capping
Win dominant share-of-voice for a flagship offer in Douala and Yaoundé while holding to a fixed media budget.
Traditional fixed-rate billboard buys would have blown the budget for the share-of-voice Orange wanted. They needed dominance in two cities without paying premium rates for low-value impressions.
We combined premium digital screens with real-time bidding, winning the most valuable impressions and capping frequency so budget wasn't wasted on repeat exposure to the same audience.
Orange held visible, sustained presence in both cities at a markedly lower effective cost per thousand than fixed-rate buys, proving share-of-voice and efficiency aren't mutually exclusive.
- Dominant share-of-voice across two cities
- 22% lower effective CPM than fixed-rate buys
- Sustained presence within a fixed budget
“We finally had visibility into what each impression was actually worth. Instead of paying flat rates for guesswork, we won the placements that mattered and held share of voice in two cities without ever going over budget.”
Media Manager, Orange
How it played out
- 1Weeks 1–2
Establish
Secured premium screens across both cities.
- 2Weeks 3–4
Defend
Frequency-capped to hold share without waste.
- 3Weeks 5–6
Sustain
Maintained dominance within the fixed budget.
Performance over the run
8.1M
impressions
-22%
effective CPM
2
cities
Illustrative delivery curve over the campaign window.
See the campaign in motion.
From the campaign
