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1、PROGRAMMATIC DOOH:A DYNAMIC,SMART,EFFICIENT AND DATA-LED OPPORTUNITY FOR BRAND AND PERFORMANCE MARKETERSIn association withFeaturing insights fromPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanic

2、al,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withFor a long time,out-of-home advertising was seen as a brand awareness play,a way to improve visibility,make a creative

3、impact and perhaps win a couple of awards.But the rise of programmatic digital out-of-home(pDOOH)has shifted the boundaries,offering a dynamic,smart and data-led opportunity for brands with a genuine,quantifiable impact.The pDOOH landscape has seen significant growth,offering a multitude of benefits

4、 for marketers looking to enhance their advertising strategies.With a focus on precision and control,pDOOH has emerged as a powerful tool for reaching consumers effectively and creatively.According to the IAB,pDOOH is forecasted to account for 16%of OOH ad spend by 2027,a significant increase from a

5、 mere 5%in 2023.pDOOHs ability to provide dynamic creative opportunities stands out to marketers as its most recognised attribute.Harnessing behaviour-based targeting built on audiences determined by locations people visit,advertisers can deliver better personalisation to passers-by and lay the foun

6、dation for better campaign optimisation.This paves the way for more efficient optimisation too,giving advertisers the opportunity to carry out real-time tweaks as well as decreasing the time required for a campaign rollout.Beyond this,offering personalised ads based on real-time data while in a cook

7、ieless environment is a major benefit for advertisers.In the increasingly privacy-focused advertising ecosystem,this is certainly a benefit for advertisers looking to deliver personalisation with minimal privacy concerns.Brand safety is also cited as a main reason for many marketers investment in pD

8、OOH:almost two out of three marketing professionals say it ensures brand safety for their campaigns.Last but certainly not least,harnessing pDOOH can maximise budget efficiency,and in tandem increase the sustainability of a campaign.Although it may not be advertisers top priority,consumer awareness

9、of sustainability has grown enormously in recent years,with many specifically seeking out brands with more sustainable practices.According to the IAB,pDOOH is forecasted to account for 16%of OOH ad spend by 2027,a significant increase from a mere 5%in 2023.Published October 2024.All rights reserved.

10、No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withWeve tea

11、med with them to show exactly how pDOOH impacts the advertising ecosystem,and just how innovative,creative and effective it can be in reaching a variety of campaign goals-whether its awareness,conversion,increasing footfall or boosting sales revenue.Youll see first-hand evidence of the power of pDOO

12、H from a wide range of sources,and see how brands as diverse as Maltesers,Lucozade,Dell and the Woodland Trust can amplify their campaigns by harnessing the medium.As the industry continues to evolve,staying informed and adapting to new technologies and strategies will be key to success in the dynam

13、ic landscape of pDOOH.This report looks at how JCDecaux have worked with some of the worlds best brands and agencies to produce creative,smart campaigns with striking results.WHAT YOULL LEARNPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in an

14、y form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCONTENTSCASE STUDIES5MALTESERS6LUCOZADE9COSTA12DELL15FACE THE FUTURE18HCA2

15、1THE WOODLAND TRUST24HOTEL INDIGO27GETTING THE MOST FROM pDOOH30NAVIGATING THE TECHNOLOGY AND DATA LANDSCAPE31WHAT SHOULD BE INCLUDED IN A pDOOH CAMPAIGN BRIEF?32CREATIVE BEST PRACTICES33MEASUREMENT AND OPTIMISATION33Published October 2024.All rights reserved.No part of this publication may be repro

16、duced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCASE STUDIESJCDecaux is proud to present our lea

17、rnings through a unique collection of pDOOH case studies.PAGE 5Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,wi

18、thout prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCHALLENGEFor this project,the goal was to increase brand awareness,consideration,and purchase of Maltesers Easter Bunnies,to achieve maximum cut-through and consideration in the minds of consumers on th

19、e lookout for a delicious treat.MARS were specifically interested to understand how geo-location based intelligence,combined with rich third-party data sources,and omnichannel activation capabilities could increase brand awareness,consideration,and drive sales of Maltesers Easter Bunnies at a compet

20、itive time of year.MALTESERSpDOOH AND ONLINE VIDEO DELIVER 3.4%SALES UPLIFT FOR MARSPAGE 6Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information stor

21、age and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 7SOLUTIONBlis employed several layers of rich data.Proprietary geo-location intelligence data was combined with Circana till sales data to highlight regions where opportu

22、nity to win market share was highest.Blis then created bespoke audience segments without cookies or identifiers that were further enriched with anonymised location data to reach frequent visitors of stockists.To effectively reach the audience,Blis activated an omnichannel approach across online vide

23、o and programmatic DOOH-identified as the two best channels for message impact.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and ret

24、rieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“Launching Maltesers Bunnies each January challenges us to stand out in a busy media landscape.With Circana sales data,we targeted high-opportunity regions across the UK.Coupled w

25、ith location data,this enabled us to operate a full 360 media campaign spanning online video and pDOOH.Were thrilled with the outcome!This campaign was a valuable test,especially given the upcoming HFSS restrictions.Testing pDOOH was also crucial as itll be a vital channel for all HFSS brands from 2

26、025 onward.”Florence Kayll,Senior Brand Manager,Easter&Halloween,UK,MARSpoints+8in brand awareness vs.category benchmarkpoints+7in purchase intent vs.category benchmarkROI2.21for pDOOH vs.1.35 benchmarkstore visits53,333(109%increase)sales uplift3.4%(vs.2%online video benchmark)PAGE 8Published Octob

27、er 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L

28、|In association withCHALLENGELeading integrated media agency EssenceMediacom was tasked with creating an advertising campaign to position Lucozade Sport Zero as the top choice for consumers seeking great tasting,low calorie hydration.Lucozade Sport worked with Oxford University experimental psycholo

29、gist Professor Spence to create hydration guidelines that were showcased in the campaign for the first time.The findings showed that people drink 80%more liquid when exposed to sensory cues that encouraged visual thirst and highlighted the need for more cues during daily life to remind people to hyd

30、rate,particularly in exercise settings.Due to the widespread appeal of the product,the target audience for the campaign was huge.This meant EssenceMediacom needed to leverage broadcast channels as efficiently as possible.LUCOZADEDRIVING 42%UPLIFT IN TARGET AUDIENCE REACHPAGE 9Published October 2024.

31、All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In asso

32、ciation withPAGE 10SOLUTIONTraditional out-of-home was planned in twoweek bursts and 20%of the budget was reserved for programmatic DOOH(pDOOH).The programmatic element of the campaign ran when there was no traditional OOH activity.This approach facilitated a precision targeted,highly relevant,alway

33、s-on element to the advertising campaign that would not have been possible if the budget was only invested in traditional OOH.Leveraging mobile data segments EssenceMediacom were able to precisely target the active adult audience,yoga advocates,running and workout app users,as well as people who vis

34、ited sports centres and gyms.This data-driven approach ensured that the ads ran at the most relevant times across the best performing inventory.To effectively reach the audience,Blis activated an omnichannel approach across online video and programmatic DOOH-identified as the two best channels for m

35、essage impact.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publis

36、hers.Copyright ExchangeWire L|In association withRESULTS“This programmatic approach not only plugged the gaps between traditional OOH activity it enhanced budget efficiency and amplified the scientifically developed hydration message when the audience was in the right mindset”.Alan Meech,Senior Asso

37、ciate Director,EssenceMediacomuplift42%in target audience reach when compared to the OOH average 1845y old sports enthusiasts 75%took some form of action e.g.purchase,search,or recommendation increase6%in purchase intent and notable levels of awareness and preference PAGE 11Published October 2024.Al

38、l rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In associ

39、ation withCHALLENGECosta Coffees 2023 Made a Little Better campaign,activated by leading integrated media agency EssenceMediacom,was part of a brand refresh following the companys acquisition by The Coca Cola Company in 2019.The summer campaign revolved around the insight that little things make sum

40、mer better with Costa highlighting the joy of things such as logging off from work a little early,or enjoying a coffee in the sun.Costa faced fierce competition from other brands such as McDonalds and Starbucks and was losing market share to independent coffee shops,especially in the under 55 age gr

41、oup.There was a clear need to boost visibility of the Costa brand and drive store footfall.COSTAPAGE 12USING pDOOH TO MAXIMISE BUDGET EFFCIENCYPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,

42、including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 13SOLUTIONEssenceMediacom devised an omnichannel campaign to promote Costas over-ice drinks throughout the summer of

43、2023.The campaign ran across out-of-home(OOH),radio,social media,influencers,and experiential activations.Within the OOH element of the campaign,programmatic played a pivotal role in driving product association via aligning messaging with relevant summer moments.The programmatic team at EssenceMedia

44、com used data and insights to define a more bespoke pDOOH Costa audience compared to the traditional campaign.The campaign targeted 18-34-year-old coffee lovers and foodies,who enjoy socialising with friends and are active social media users.An additional data layer based on proximity to Costa store

45、s,competitors stores,and Costa Express stores serving iced drinks was used alongside weather triggers to maximise budget efficiency.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including p

46、hotocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“Programmatic DOOH played an instrumental role in this omnichannel campaign.Thanks to the strategic use of data,we reached a p

47、recise audience with contextually relevant ads across the best-performing OOH environments for this specific campaign.Because we activated the campaign programmatically using data triggers and optimised the creative for maximum relevance,we know that we achieved the best possible results for Costa w

48、ith next to zero wasted spend.”Alan Meech,Senior Associate Director,EssenceMediacomPAGE 14The campaign achieved 37.8m impacts over 18 weeks demonstrating efficient budget allocation and contextual relevance.Post-campaign measurement showed that the always-on strategy resulted in a high level of pres

49、ence for Costa in the right places at the right times,in optimal weather conditions.Clever activation using proximity and weather triggers extended the budget enabling Costa to benefit from the largest share of voice in their competitive set(37%)throughout the summer months.Brand measurement results

50、 and Google Trends data showed increases in awareness and consideration and the over-ice products featured in the campaign showed significant year on year sales growth.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,

51、electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCHALLENGEHow to shift from the traditional offline retail model to a 100%digital presence context

52、?The aim of the campaign was to support Dells objective to transition from traditional bricks and mortar sales to a fully digital presence in the UK during the busy shopping months of September to December.To do this online display was going to be key,but in a competitive marketplace,we needed to ma

53、ximise consumer touchpoints and connect seamlessly with the audience at the right time and in the right place regardless of whether that was online or offlineDELLPAGE 15+6 POINT INCREASE IN ONLINE PURCHASE INTENTPublished October 2024.All rights reserved.No part of this publication may be reproduced

54、 or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 16SOLUTIONData from Locala enabled Displayce to

55、identify zones with high concentrations of our target audience.The role of pDOOH was to reach specific audience segments,such as tech enthusiasts and business owners when they were in those areas.Additionally,pDOOH was used to enhance the visibility of the mobile display campaign and ensure a seamle

56、ss connection with the audience when they were in those key locations.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval sy

57、stem,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“Granular,affinity-based targeting significantly enhanced the relevance of Dells pDOOH campaign creating high levels of resonance with the target audience.By focussing spend on areas with

58、high foot traffic and continually optimising towards that we were able to maximise return on investment(ROI).The JCDecaux team were always on hand to advise us on strategy and optimisation and played a key role in ensuring the success of the campaign.”Gordon Bonifacio,Head of Sales UK,Displaycemilli

59、on impressions2.56across pDOOH,desktop,and mobilepoint6uplift in purchase intentpoint2increase in preferencepoint2xincrease in CTR on high-impact and pre-roll adsvideo74%completion rate PAGE 17Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in

60、any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCHALLENGEUp until last year,Face The Future only had an online presence

61、in a crowded space competing with B and other retail giants.The brand decided to host a five-day pop-up style physical presence in four UK cities.Bespoke vans acted as the venue where consumers could learn more about Face The Future,receive goody bags,and sign up to receive future offers and promoti

62、ons via email.But first they needed to drive footfall to the vans.New to anything other than online advertising,one of the key challenges was starting from zero with real-world audiences.FACE THE FUTUREPAGE 18DRIVING 55%INCREASE IN AWARENESS,AND 140%ROIPublished October 2024.All rights reserved.No p

63、art of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 19SOLUT

64、IONFace the Future invested in a five-day physical presence in four UK cities using bespoke vans to provide a venue where consumers could learn more about Face The Future,receive goody bags containing products from partner brands(including Dermalogica and La Roche Possay),and sign up to receive futu

65、re offers and promotions.Flow City had a limited time frame in which they needed to build awareness of Face The Futures physical presence and drive footfall and a budget of 10,000.DOOH and programmatic DOOH(pDOOH)were used in tandem to display tactical messaging within half a mile of the four locati

66、ons three to four days before the events.On the day of the events,the creative was changed dynamically to reflect the opening times at each venue.JCDecauxs proprietary audience data was used to shopper audiences across multiple formats.Published October 2024.All rights reserved.No part of this publi

67、cation may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“JCDecauxs pDOOH offer

68、ing was instrumental in helping us to drive awareness of and visits to the Face The Future vans.Their flexible approach to buying enabled us to leverage both guaranteed and non-guaranteed deals to maximise reach and campaign efficiency.Additionally,the audience data provided by JCDecaux meant that w

69、e could target only the most receptive audiences with a very high level of precision.”Dagny Lacka,CEO,Flow Cityaverage increase55%of partner product brand awareness point increase6in brand awareness for Face The Futureincrease24,000in sales revenueconsumers visited24,000the Face The Future venues(vs

70、 target of 10,000)sign-ups25,500(vs target of 2,500)PAGE 20ROI140%increase in preferencePublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storag

71、e and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCHALLENGEHow to drive footfall and search with pDOOH?Equator,a digital transformation consultancy,were tasked with devising an integrated media campaign that demonstrated HCAs a

72、bility to deliver high-quality healthcare and provide instant access to walk-in private health services.The aim of the campaign was to drive visits to HCAs Urgent Care Centres(UCCs)by encouraging consumers to search for HCA Urgent Care and visit a bespoke landing page.HCAPAGE 21UK SEE 16%UPLIFT IN F

73、OOTFALL AND DOUBLE PAID SOCIAL ENGAGEMENTPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission

74、 in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 22SOLUTIONProgrammatic DOOH(pDOOH),display,and paid social channels were planned in tandem with messaging that highlighted the speed of HCAs urgent care services and the ability for patients to be seen in 15.To ensure m

75、aximum efficiency,the pDOOH campaign only ran within a 1-mile radius of the UCC facilities and the campaign was optimised towards screens where footfall was above average.To maximise the length of the campaign ads only ran during the opening hours of the nearest UCC.To gain deeper insight into the s

76、uccess of the pDOOH activity,Equator used an exclusive call to action that the paid search team could use to monitor uplift in search impressions.The display and paid social channels targeted a slightly wider geographic area to reach audiences on the move.The same demographic and interest targeting

77、was applied to all channels to increase campaign relevancy.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,withou

78、t prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“With increasing competition in online advertising environments,we knew we needed to support our display and paid social media with offline advertising.By buying DOOH programmatically we were able to

79、 stretch HCAs budget as far as possible through precision geo-targeting,in-flight optimisation towards footfall,and day parting.Our integrated measurement approach has enabled us to prove that pDOOH not only drove awareness,consideration,and visits but also boosted the performance of paid social med

80、ia advertising meaning the combined budgets worked even harder.”Rachel Lambe,Performance Media Manager,Equator.uplift16%in UCC visits during pDOOH campaign(vs.target of 5%)increase191%in paid search impressions from pDOOH-specific call to action million2Combined reach-15%above forecastpaid10.43%soci

81、al engagement rate vs.benchmark of 1.5%PAGE 23Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permi

82、ssion in writing from the publishers.Copyright ExchangeWire L|In association withCHALLENGEThe Woodland Trust is the UKs largest woodland conservation charity that relies on paid memberships to fund programmes designed to protect,restore,create,and care for woodland environments.With new memberships

83、declining and the effectiveness of response-orientated channels,e.g.social waning due to a high volume of advertising from across the charity sector,The Woodland Trust and their media agency,JAA,sought a cost-effective solution to reach new,receptive audiences,increase awareness and drive membership

84、s.Skyrise,an audience design and targeting platform,was selected by independent media agency JAA to help drive new memberships and revenue for Woodland Trust.The challenge was how to harness awareness channels in such a way that audiences emotional reactions resulted in direct responses in this case

85、 memberships above and beyond what had been achieved with previous media plans.THE WOODLAND TRUSTPAGE 24DELIVERING 21%UPLIFT IN REVENUE USING pDOOHPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechani

86、cal,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 25SOLUTIONThe Woodland Trust wanted to run a 30-day precision targeted campaign designed to drive new memberships

87、 by stimulating the senses.Skyrise recommended programmatic digital out-of-home(pDOOH)play a leading role in the media mix,supported by mobile and audio.pDOOH was the glue the unavoidable channel that immersed the audience in the campaign and provided the audience with a feeling of escapism through

88、a juxtaposition of woodland imagery in busy city centre environments e.g.bluebells swaying in the wind.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any inf

89、ormation storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“By partnering with JCDecaux and leveraging their data-driven targeting solutions in combination with Skyrises audience data weve seen a demonstrable uplif

90、t in performance across a variety of key metrics.This has enabled us to deliver more value for The Woodland Trust and maintain a competitive advantage despite the challenges associated with over-exposure to online advertising.JCDecaux has consistently provided us with world-class support.Their deep

91、knowledge of both the buy-side and the sell-side of pDOOH means that they truly understand how to deliver value for brands.”Mark Burton,Business Director,SkyrisePAGE 26hours of pDOOH 1,400advertising delivered in 30 days across 1,200 screensmillion1.4mobile impressionsuplift21%in exposed vs control

92、locationsnew memberships2,883uplift21%in exposed vs control locationshours100,000audio advertisingabove target32%Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording

93、or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withCHALLENGEHGs Hotel Indigo needed a cross-channel campaign to re-engage users from DOOH,to mobile and desktop,to drive consideration of the brand among t

94、hose in the market for luxury/premium hotels.HOTEL INDIGOPAGE 27CROSS-CHANNEL IMPACT HARNESSED DOOHPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any informa

95、tion storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 28SOLUTIONYAHOO and IHG commissioned On Device Research to conduct a robust brand impact survey across those that were exposed to Digital-Out-Of-Home,Mobile&Disp

96、lay activity,harnessing demographic-and-behaviourally matched control group to isolate the KPIs of brand impact.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording o

97、r any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withRESULTS“Brand marketers face the challenge of making their brands stand out from the crowd in a positive way-not an easy task considering how overcrowded

98、 the landscape is.Innovation,strategy,and creatively should all be accounted for when planning an impactful campaigns.Our collaboration with Yahoo enables us to combine a great vision with technology and hard work,which resulted in a powerful mix which unlocked impressive campaign results.”Rodrigo V

99、alim de Oliveira,Senior Manager,Programmatic EMEAA-IHG Hotels&ResortsPAGE 29shift+14%in consideration of Hotel Indigo in womenshift+22%in consideration among people who travel twice or more in a yearDOOH impact+7%on driving consideration of Hotel IndigoPublished October 2024.All rights reserved.No p

100、art of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 30GETTI

101、NG THE MOST FROM pDOOHProgrammatic online advertising enables marketers to effectively reach their desired audiences,at scale,with minimum wasted spend thanks to sophisticated targeting,precision at scale,and bidding tactics.Digital out-of-home(DOOH)advertising packs a different punch with strategic

102、ally located,virtually unmissable advertising screens,offering vast creative potential.Today,technology offers marketers the ability to combine the power of programmatics precision at scale with DOOHs attention grabbing formats-the challenge is understanding how the unique elements of the two can be

103、 combined.To help marketers get started and deliver results in pDOOH weve put together this guide to creating a brilliant brief;selecting the right technology and data partners;and perfecting your audience targeting,creative optimisation;and measurement.Mark Halliday,Director of Programmatic,JCDecau

104、x UKPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyr

105、ight ExchangeWire L|In association withPAGE 31NAVIGATING THE TECHNOLOGY AND DATA LANDSCAPEOnce youve identified pDOOH as a potential channel,youll need to familiarise yourself with the technology and data landscape.If youre new to programmatic,youll also need to get to grips with the basics of the b

106、uying process:The media owner makes impressions available to buy through their chosen supply-side platform(SSP)Media buyers create deals in their chosen demand-side platform(DSP)based on targeting requirements and budgetSSPs surface ad opportunities to DSPs including information about the location a

107、nd audienceDSPs identify when there is a match between the ad opportunity presented by an SSP and the advertisers targeting criteria and sends a bid amount back to the SSPThe creative associated with the winning bid is then shownWhen it comes to selecting a DSP there are two options:a specialist DSP

108、 that is built specifically for pDOOH,or an omnichannel DSP that offers the ability to buy across multiple channels in a single user interface.The selection of a DSP will depend on your campaign goals and existing technology and data stack.If you need help selecting a DSP,media agencies,media owners

109、,and consultants are well-placed to advise you as each will have experience working with most of the main players.At this stage,youll also need to consider if you will use any first-,second-,or third-party data to inform your bid decisions.If so,youll need to ensure that this is part of your DSP sel

110、ection criteria.Now youre ready to write your brief.1.2.3.4.5.Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,wit

111、hout prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 32WHAT SHOULD BE INCLUDED IN A pDOOH CAMPAIGN BRIEF?Every aspect of your campaign set-up and activation is guided by your brief and ultimately,success hinges on how well your brief communicates your

112、 objectives,resources,and media mix.At this stage,its important to keep in mind that youre bringing together two different elements that have nuanced terminology and different applications.Make sure that everyone involved in the briefing process is clear on the meaning of key terms maintaining a sha

113、red,centralised list of terminology and definitions never hurts!Heres a handy list of everything you need to consider to create a brilliant brief:1.What are you trying to achieve?Sales,footfall,brand awareness?Something else?2.Who is your target audience,where can you find them,and when?3.What are y

114、our creative options will you be adapting ads from other channels or creating bespoke pDOOH ads?4.What is your budget?5.Which DSP are you going to use?6.When do you want your prDOOH campaign to run?7.What other marketing channels will be active at the same time?The answers to these questions will he

115、lp your chosen media owner partners identify areas where your target audience over-indexes,peak engagement times,suggestions as to what data types will best inform your bid decisioning,and what creative assets are required for each option.Published October 2024.All rights reserved.No part of this pu

116、blication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPAGE 33CREATIVE BEST PRACT

117、ICESWhen it comes to creative,best practices remain broadly similar to traditional DOOH campaigns stick to one concise message,use short copy,make your ad highly visual,and consider viewing distances.The difference with pDOOH is that you have the opportunity to change your creative based on triggers

118、.Here are some things to consider:1.Change the colour scheme of your ads based on weather conditions2.Tailor your messaging to time of day or day of week3.Showcase different products based on local stock levels or sales trends4.Integrate up-to-date information relevant to your target audience sports

119、 scores,news,or social sentiment to increase relevance5.Change your creative based on market conditionsMEASUREMENT AND OPTIMISATIONUnlike traditional DOOH campaigns with set durations,pDOOH offers you the ability to optimise in near real-time based on performance.There are many different metrics you

120、 can use to assess the performance of pDOOH you dont have to use them all stick to the ones that align with your goals.Here are some examples:1.Reach2.Online sales uplift3.Footfall/increase in offline sales4.Increase in performance of other advertising channels5.Increase in search volume6.Brand lift

121、Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright

122、 ExchangeWire L|In association withOnce your campaign is live,youll be able to monitor performance on an hourly basis and identify trends.Keep in mind that just because its programmatic doesnt mean youll see immediate results like you may with other programmatic channels.Consider the right timeframe

123、 for your initial evaluation how long is your usual sales cycle?How quickly do you see repeat purchases?How often do you have access to any relevant offline data?When the time comes,youll be looking for deals in your DSP that are over performing and increasing spend there.If you have deals that are

124、underperforming,pause them,find out why and either adjust your targeting and/or bid strategy and reactivate them or reallocate the budget to your best performing deals.To find out more about how JCDecauxs programmatic solutions can help you visit our Programmatic Intelligence Hub or get in touch wit

125、h the team HOW JCDECAUX CAN HELP YOU ACHIEVE YOUR MARKETING GOALS WITH pDOOHACTIVATION SOLUTIONSMEASUREMENT SOLUTIONSAWARENESSCONSIDERATIONINTENT Audience reach Impressions Brand lift studies Real-time performance monitoring Multi-channel attribution Integrate with your chosen DSP Audience targeting Amplify performance of other channels Guaranteed and non-guaranteed Creative testing solutions Real-time campaign optimisationPURCHASEPAGE 34