South Jersey Transportation Authority
Case Study
In May 2023, PSC launched a targeted advertising campaign to support the South Jersey Transportation Authority’s (SJTA) transition to all-electronic tolling on the Atlantic City Expressway.
Campaign Goals
- Prompt non-E-ZPass drivers to sign up without wasting resources reaching existing users
To accomplish this goal, PSC implemented a dual-channel strategy:
- Billboards were placed for broad visibility, especially for drivers less likely to be reached via digital channels.
- Geofenced digital ads were served to drivers passing through cash-only lanes.
We matched device IDs captured in the geofenced area against a suppression list of known E-ZPass customers to avoid redundant messaging.
The Results
Million Impressions
Visits to Custom SJTA E-ZPass Landing Page
%
Click-through Rate on Display Ads
During the campaign period, the E-ZPass landing page became the most visited page on the SJTA website, surpassing even the homepage.
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