Tag: prDOOH

Singapore – Yahoo Advertising has partnered with global digital out-of-home (DOOH) supply-side platform VIOOH in a new whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.

By examining a series of case studies, the joint whitepaper outlines how advertisers can maximise multi-channel campaign impact through the inclusion of prDOOH. It includes how to optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.

Analysis findings in the report showed that the inclusion of prDOOH in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.

The report states that the inclusion of prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect, as DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.

To support the notion that there is indeed a ‘priming effect’, the report examined a multi-market campaign from Jones Lang LaSalle across Australia, Singapore, and Hong Kong and a campaign from Schroders in Singapore, where prDOOH was used alongside digital channels to drive incremental online campaign results.

From this, analysis results emphasised the power of the offline priming effect and positive impact on ROI, as campaigns included significantly increased website visit rates for audiences primed by prDOOH and a +80% overall mobile retargeting click-through rate (CTR) for prDOOH-primed audiences.

Furthermore, the whitepaper revealed that prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.

Looking through various case study results, a 15% incremental increase in sales for Danone Aptamil in the UK is attributable directly to prDOOH, and a 37% increase in sales when combined alongside digital channels. Additionally, a campaign with Tourism Tasmania in Australia showed prDOOH contributed to a 31% lift in website visits, with the overall campaign responsible for a 51% increase in visitation to Tasmania.

These results support the idea that prDOOH’s ‘attention-grabbing’ characteristics have the ability to boost ROI by driving sales and footfall.

The idea behind the whitepaper comes from the State of the Nation for programmatic DOOH report released by VIOOH earlier this year. The report outlined the key request from advertisers, which is to understand how prDOOH fits within multi-channel campaigns and how to best measure its impact.

Helen Miall, CMO at VIOOH, said, “This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.” 

Also speaking on the whitepaper, Andrew Gilbert, director of platforms for AUSEA at Yahoo, shared, “In today’s landscape, adopting a multi-channel approach to campaign planning and buying has become standard practice for many advertisers who seek to understand how they can best combine different channels to maximum effect. Programmatic is enabling DOOH to be planned, activated, and optimised alongside other channels, with display, audio, and social emerging as the most popular channels for pairing.”

Australia –  A majority of Australian advertisers are set to increase their spend on programmatic DOOH by over a third by the next few months, according to a report by VIOOH.

The findings of the research showed that the future of programmatic DOOH (prDOOH) remains strong, with its popularity surging, especially in Australia. 

Over 37%, or a third, of Australian advertisers who have worked across campaigns in the past 12–18 months have included prDOOH, with the average expected to increase to 43% in the next 18 months. 

The survey respondents in Australia stated that they plan to increase spending by over a third, or 34%, over the next 18 months. Nearly a third of advertisers in Australia are taking budgets from other digital or traditional channels (28% and 29%, respectively), and 15% are allocating new budgets for prDOOH.

And while only 7% of main OOH teams are likely to be accessing new budgets for prDOOH,  this increases to 17% for digital or programmatic teams when buying is diversified. 

A majority, or 81% of those surveyed, also felt that prDOOH offers the most innovative opportunities compared to any other media channel, with it delivering highly targeted activations, the ability to buy placements in real-time, optimise campaigns in-flight, and delivering dynamic and contextually relevant creative.

Furthermore, with the steady rise of advertisers in Australia adopting prDOOH, awareness of the distinctive advantages it offers is also gaining recognition, with brand safety at 67%, accurate location targeting at 66%, and establishing trust and credibility with the target audience at 67%.

Oftentimes, OOH teams oversee prDOOH buys (67%), with over half (56%) of buying responsibility sitting within digital teams, suggesting some level of overlap. 

The Australian advertisers take advantage of prDOOH’s flexibility (63%, +8% pts vs. DOOH) and ability to establish credibility with an advertiser’s customer (64%, +8% pts vs. DOOH). 

Another part of the report showed that over a third, or 35%, of Australian advertisers purchase their DOOH campaigns through a programmatic buy only, followed by 32% of Australian advertisers saying they usually or always use a mixture of programmatic and direct buys. 

Additionally, both performance-led and brand-led campaigns are popular options in the market, with a large overlap of participants totaling more than 50% stating that prDOOH is important for both options (81% for performance-led and 78% for brand-led campaigns).

Meanwhile, Australian advertisers also consider social media to be a natural fit to complement prDOOH in both brand (80%) and performance campaigns (80%). Other options considered include the use of display ads (77%), alongside prDOOH in both performance and brand-led campaigns.

Jean-Christophe Conti, chief executive officer at VIOOH, said, “Programmatic DOOH is becoming mainstream and is now a must-have on every media plan. This year’s State of the Nation report shows not only that advertising budgets continue to be reallocated for increased prDOOH spend year-on-year, but the opportunities from highly targeted activations to trigger-based buying are giving advertisers a raft of flexible, high-value tools which complement both brand and performance ad campaigns.”

He added, “With programmatic DOOH becoming more mature, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often using it alongside social media and display advertising.”