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.”
