DEPT®, pioneering technology and marketing for their brands, employed programmatic DOOH for world-leading bike manufacturer Canyon Bicycles. Audience layering and the efficiency of programmatic trading were instrumental to engaging with their target audience of cyclists and potential cyclists in Hamburg.
Reaching the commuter on the go
Reaching commuters to offer an alternative to their current mode of transport was an essential part of the strategy. Programmatic guaranteed deals allowed for the domination of the larger DOOH screens during the morning and afternoon rush hour, maximising impact amongst their target audience. For this, Sage+Archer and Canyon created a custom audience segment, based on app usage data provided by Adsquare.
Audience based buying
Audience based buying in DOOH entails applying audience data sources. These determine in what location and at what times desired target groups are reachable. The data, provided by globally trusted companies like Adsquare and Skyrise Intelligence, is made available into the Sage+Archer Demand Side Platform (DSP). This enables buyers to enrich their programmatic DOOH campaigns.
Rather than putting effort in identifying the right publishers with the right locations and times, it gives buyers the ability to effortlessly follow their audiences as they go about their day-to-day lives with a relevant message.
Keen to learn more?
About this campaign or DOOH opportunities overall? Feel free to contact our DACH Business Development director, Aylin Demiral. Please reach her through mail or call us: +31 20 702 8206. Log into the Sage+Archer platform or get a demo!