Albert Heijn (AH), the largest supermarket chain in the Netherlands, used mobile data to gain insights into where and when to best reach specific customer segments, based on sales data. Together with media agency Dentsu Aegis and data provider Resono, these insights were gathered and translated into a highly relevant, data-driven digital out-of-home campaign.
Reducing waste with mobile data
Data gathered together with location data provider Resono, allowed Albert Heijn to identify secondary & tertiary customer sales groups and the most relevant locations and times to reach them. These insights formed the basis of a custom AH audience that was then targeted with a dynamic digital out-of-home campaign through the Sage + Archer platform. The purpose of this set-up is to reach more of those customer sales groups with specific promotions to attract them to go to their local Albert Heijn supermarket.
The approach reduced waste significantly as it allowed AH to exclusively advertise on specific screens and moments where they would find the right customers, and exclude areas where they wouldn’t.
To further enhance the relevance and effectiveness of the DOOH campaign, Albert Heijn used HTML5 ads. The dynamic creatives automatically adapted to display the nearest store.
By adding this simple yet relevant dynamic element, AH takes full advantage of the pros of programmatic digital-out-of-home. Combining data-based targeting and dynamic creatives reach the right audience, with the right message, in the right context.
Measurement and optimisation
In addition to using data to define the campaign audience and targeting, Albert Heijn consulted the datasource to measure effect not just after, but also during the campaign.
The Resono dataset provided the ability to measure in-store footfall which S+A used to optimise the campaign. Optimisation efforts included realising more OTS on locations and times that resulted in higher footfall and excluding areas that showed less of a direct impact. The opportunity and flexibility to optimise outdoor advertising, one of the key characteristics of programmatic out of home, allowed for the results to be improved on the fly.
With the data-driven DOOH campaign, Albert Heijn managed to reduce waste, serve highly relevant creatives, maximise results in terms of footfall and measure the effects on sales uplift.
Nick Rusman Paid media consultant of Dentsu Aegis: “With the DSP of Sage & Archer and the location data from Resono, we’re able to make OOH for Albert Heijn more relevant. Which allows us to better reach secondary & tertiary customer groups based on sales data to convince them to go to their local Albert Heijn supermarket instead of the competitor.”
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