Adrian J Cotterill, Editor-in-Chief
This week VIOOH in partnership with Yahoo and JCDecaux Singapore, announced the results from their successful pilot programmatic DOOH omnichannel campaign with Schroders.
The digital OOH-led omnichannel campaign, which was designed to prime OOH exposed audiences online via mobile retargeting, achieved an impressive 80% higher mobile retargeting click-through rate (CTR) when compared to average campaign benchmarks. This high CTR was generated by time and day targeting and mobile retargeting both via JCDecaux’s premium screens at the Mall in Orchard and CBD street furniture in Singapore.
Gavin Wilson, Chief Revenue Officer at VIOOH told us “We’re thrilled with the fantastic results Schroders’ Beyond Profit campaign achieved. The high CTR really highlights the power programmatic OOH can have as part of an omnichannel campaign. Last year was a monumental year for the growth of programmatic OOH and we’re delighted that Schroders has been able to discover the benefits of this flexible, data-driven and hyper-targeted media buying method, and we look forward to working together in the future”.
The multinational asset management company’s ‘Beyond Profit’ campaign ran from July to October last year. The campaign leveraged programmatic OOH and was complemented by mobile retargeting capabilities via Yahoo’s demand-side platform. The key objective of the campaign was to increase exposure and brand awareness of Schroders’ sustainable investment products and capabilities.
Lydia Lee, Revenue Strategy and Campaign Management Director at JCDecaux Singapore said “JCDecaux Singapore is pleased that Schroders had identified our DOOH media as their top funnel strategy, part of their omnichannel media strategy to reach their desired audiences efficiently. Through our programmatic channel, Schroders was able to achieve their objectives at key touchpoints and day parts in premium Orchard Road and CBD locations, where their desired audience commute, work and shop. Since the start of 2021, we have been partnering brands as they embark on their pDOOH journeys with data-driven campaigns delivering enhanced optimisation and efficiency. We look forward to welcome more brands as we expand our premium inventory at locations islandwide, including Changi Airport, offering higher audience impressions in the right places at the right time”.
The campaign’s target audience was affluent consumers interested in sustainable investing. To target this audience, the omnichannel campaign ran during peak hours with high footfall traffic – with CBD adverts being prioritised during office hours and Orchard’s adverts only running during evenings and weekends.
Carol Tay, Senior Director Sales Southeast Asia, Yahoo was quoted as saying “As people in Singapore venture out and movement patterns evolve, advertisers are looking for the ability to buy across multiple channels, formats, and screens, to reach and connect with the right audiences effectively. Through our partnership with VIOOH and JCDecaux, we look forward to working with advertisers on omnichannel, data-driven, hyper-targeted, measurable, and flexible campaigns that leverage the power of DOOH”.
You can read the full case study here.
Franck will be speaking at the Ministry of New Media’s AdTECH: OOH – Singapore Conference which will take place March 30, 2022.
Registration for AdTECH: OOH – Singapore is already open and can be found here
Follow DailyDOOH