NJ Division of Highway Traffic Safety

Education and Government
Written By Alye Ancianis

Objective:

Working with the NJ Division of Highway Traffic Safety, develop and implement a radio and digital campaign calendar of messages to increase public awareness of the Division and their traffic safety campaigns, website, and social media pages during traffic and weather reports. This campaign began in February 2022 and continues currently. 

Results:

  • February to September 2022: 

    • Reached over 2M households in 12 NJ Counties via Weekday Morning Weather Sponsorship on News12 New Jersey video billboard. See the video billboard here: https://vimeo.com/724515970 

    • Reached 5.6M+ listeners statewide via NJ101.5 FM Weekday Weather Desk Sponsorship, Winter Weather Alerts Sponsorship, and Weekend Fast Traffic and Instant Weather Sponsorship

    • Digital Display Ads received 4.6M impressions with a .21% CTR

    • Digital Audio ads received 564,000+ impressions with a 97% Audio Completion Rate

  • November 2022 to September 2023: 

    • Reached 2M+ listeners statewide via NJ101.5 FM Weekday Weather Desk Sponsorship and Winter Weather Alert Sponsorship

    • Reached 5.8M+ listeners statewide via iHeartRadio’s Total Traffic and Weather Network Sponsorship 

    • Digital Display Ads received 14.4M impressions with a .26% Click Through Rate

    • Digital Audio ads received 10.6M impressions with a 94% Audio Completion Rate

  • November 2023 to February 2024: 

    • Delivered 8M+ impressions through a 9-station traffic radio sponsorship including Spanish language streaming via Beasley Media Group and 20M impressions (radio + digital), plus 707,000+ digital display ad impressions via Townsquare Media’s 11-station Info and Weather Network and NJ 101.5 FM Traffic Sponsorship.

  • March 2024 to September 2024:

    • Radio and Streaming Audio (including bonus digital ads) via Beasley Media and Townsquare Media: 65.7M+ impressions, reaching 2M listeners statewide

    • Digital Billboards in 11 counties statewide: 53.2M+ Impressions

    • Interactive Digital Jukebox Touchscreens at 566 Bar/Restaurants Statewide: 20M+ impressions

    • Exterior Bus “Tail” Advertising on NJ Transit Busses Statewide: 14.2M+ impressions

    • TV – Cable & Streaming (Comcast and Altice/Optimum) Statewide: 12.6M+ impressions

    • Concourse and Main Event Area Signage and Multimedia Animations at Prudential Center in Newark and Trenton Thunder Stadium in Trenton: 1.9M+ impressions

    • Digital Signage at Six Flags Great Adventure in Jackson: 1.1M+ impressions

    • Created 4 months of weekly organic social media content and graphics for the Division to drive engagement on Facebook

  • October 2024-September 2025 (Currently in progress):

    • Radio and Streaming Audio (including bonus digital ads) via iHeartMedia, Townsquare Media, WFAN and WIP Sports Talk Stations: On track to deliver 124.4M+ impressions

    • Exterior Bus “Tail” Advertising on NJ Transit Busses Statewide: On track to deliver 19.4M+ impressions

    • Concourse and Main Event Area Signage and Multimedia Animations at Prudential Center in Newark and Trenton Thunder Stadium in Trenton: On track to deliver 1.7M impressions

    • Continuing to create weekly organic social media content and graphics for the Division to drive engagement on Facebook

Alye Ancianis
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