VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.
As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement and improve overall campaign effectiveness.
Two key outcomes are clear:
- Including 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 – DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.
- 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.
Supporting the priming effect, the study 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. The results included significantly increased website visit rates for audiences primed by prDOOH, as well as an +80% overall mobile retargeting click-through rate (CTR) for prDOOH-primed audiences, underscoring the power of the offline priming effect and positive impact on ROI.
In addition, prDOOH’s ‘attention-grabbing’ characteristics were found to boost ROI by driving sales and footfall. Case study results showed a 15% incremental increase in sales for Danone Aptamil in the UK attributable directly to prDOOH, and a 37% increase in sales when combined alongside digital channels. In Australia, a campaign with Tourism Tasmania showed prDOOH contributed to a 31% lift in website visits, with the overall campaign responsible for a 51% increase in visitation to Tasmania.
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The report also outlines how advertisers can 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.
“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,” said Helen Miall, CMO at VIOOH.
“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,” said Andrew Gilbert, Director of Platforms AUSEA at Yahoo.
See the full report here: Using prDOOH to deliver Incremental Value Offline and Online
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