Bureau, New Delhi
Broadsign, a digital out-of-home (DOOH) marketing platform for media owners, and OutMoove, a specialized out-of-home buying platform, have integrated the Broadsign Reach supply-side platform with OutMoove's outdoor demand-side platform to streamline the use of real time data-sources and precise screen targeting of global programmatic DOOH campaigns.
To raise awareness of Peugeot's commercial vehicle range among small to medium-sized business owners, Kinetic is using the new integration to implement an automated programmatic DOOH campaign across the Netherlands for the company.
The new integration gives brands and agencies access to Broadsign’s global network of DOOH publishers with enhanced automation and data-centric campaign planning.
Data was extracted from the National Road Authority's roadside cameras to determine when most cargo minivans are on the highway, and Kinetic used the data to adjust the campaign accordingly. The campaign runs in partnership with Beyond Outdoor, an OOH publisher specializing in high-impact motorway displays and part of the network of DOOH screens available for programmatic media buys through Broadsign Reach.
The campaign's target audience, owners of small and medium-sized businesses, is extremely busy. Entrepreneurs are always on the go, so for the Peugeot campaign to be a success, messaging needed to become part of their daily routine via screens lining the busiest Dutch highways. This included the Beyond Outdoor network, whose screens reach 1.2 million commuters every day, many of which travel the same route multiple times every week.
"The success of the Peugeot campaign is indicative of how a programmatic approach is transforming the digital out-of-home industry," Vince Banks, vice president of programmatic sales operations at Broadsign tells Marketing Daily. "Through automation, transacting digital out-of-home ad space is more streamlined and provides buyers and brands with more control over their campaign's targeting and budget."
Other early adopters include foodora, an international online food delivery and pickup service, and Kinetic,a WPP subsidiary specializing in OOH campaign planning and creation.
Using the Broadsign Reach and OutMoove DSP integration, foodora's two-person in-house programmatic marketing team is now executing a DOOH campaign across a large network of screens in office buildings throughout Germany. Data triggers available through the integration, including weather and the time of day, enable delivery of the right message at the right moment to the target audience.
"Food delivery" ads are shown during inclement weather while "food pickup" ads are displayed during more pleasant weather; messaging automatically adapts to promote lunch, an afternoon snack and dinner, depending on the time of day. Campaign screen location data is also leveraged to prompt targeted mobile ads promoting delivery or pickup for restaurants in the vicinity.