The Dutch hearing specialist ran a programmatic outdoor campaign using a Channable API and a dynamic creative to show a localized DOOH campaign on specific locations and most relevant times.
Driving awareness through Localized Dynamic DOOH campaign
Schoonenberg is a hearing specialist with a network of service providers in the Netherlands. Its main objective for this campaign was to drive brand awareness and intent among consumers to visit one of the service locations for a hearing test.
For this, Schoonenberg and its media agency Yonego came up with a localized and dynamic Digital Out of Home (DOOH) campaign based on the following outlines:
- Hyper local targeting: Ensure the campaign is targeted and delivered only on outdoor screens close to nearby services locations of Schoonenberg.
- Data triggered: Activating the campaign only when it is most rewarding for the local service locations; when there is booking availability for the execution of hearing tests.
- Dynamic creatives: Showing consumers the closest Schoonenberg service location in the ad automatically.
Using Sage+Archer tools and custom triggers to target audiences more efficiently
The team used the Sage+Archer platform that is centered around targeting digital screens based on specific locations and on selected times using standardized or custom triggers to reach audiences across the Netherlands more efficiently.
By using S+A’s POI-generator it easily created a custom targeting list of all potential digital screens in a 1.5 KM radius of participating service locations of the brand. Then the campaign was connected to a Channable API that centralized the appointment inventory of every participating store into a feed. This feed was used to not only activate the campaign to be on or off at the right location at the right time. Also, the feed was used for the HTML5 creative build by Sage+Archer’s Creative Studio. Displaying the nearest service location in the ad. By adding this simple yet relevant dynamic element, the client was able to take full advantage of programmatic DOOH and its use of data to campaign only when it is most relevant for the brand and its consumer.
Want to create your Hyper localized DOOH campaign or know more about this campaign? Get in touch with Tim Markestein. He is happy to answer all your questions. Please reach him through mail or call us:
+31 20 702 8206. Want to get started right away? Log into the Sage+Archer platform or get a demo!
