Case Study: Nexon proves pDOOH revenue impact with Airbridge MMM

Nexon proves pDOOH revenue impact with Airbridge MMM and 77 million downloads

Nexon, the operator of the popular mobile MMORPG MapleStoryM, faced the challenge of measuring the effectiveness of its branding and pDOOH (programmatic digital out-of-home) campaigns in Singapore. With user-level data collection being impossible for outdoor advertising, and in the new privacy-first era, their standard mobile measurement partner (MMP) could not adequately analyze the performance of these efforts or their iOS user acquisition. Nexon turned to vendor Airbridge and its Marketing Mix Modeling (MMM) solution to address this gap.

Airbridge implemented its MMM Studio to build a custom model using aggregate spend and impression data. This solution objectively verified that the pDOOH campaign significantly contributed to revenue growth by successfully re-engaging dormant users. As a result, Airbridge provided Nexon with measurable proof of their branding campaign's ROI, enabling them to confidently optimize future marketing performance in a privacy-compliant way.

Nexon