In 2008, CVS/pharmacy took over Longs Drugs, one of the largest drug store chains in North America, operating in California, Hawaii and Nevada. With little recognition in these areas, CVS wanted to introduce themselves as the new pharmacy drug store in California, while educating and reassuring consumers about what new changes had taken place. These contextual banners would be geo-targeted, containing dynamic animation that changes with the weather.
The Hopstop local targeting functionality would prompt a contextual roadblock to appear on the directions results page when users perform a search within a certain radius of CVS locations. Inline units and retail ads would be targeted within a radius of CVS stores, as well as nearby competitors.