Dentsu Belgium introduces audience targeting in outdoor advertising. For its client Walibi Belgium, a European wide amusement park, using verified audiences data and Sage+Archer’s DOOH media buying platform.
To promote Walibi Halloween in Belgium, Dentsu Belgium set up a Digital Out-of-Home (DOOH) campaign that used audience targeting. Audience targeting is a targeting option that enables marketers to show specific advertisements to target groups – on the basis of their behaviour. Digital platforms have been using this method of targeting for years, but recently Sage+Archer – the European advertising platform for data-driven DOOH and mobile campaigns – enabled this special way of targeting in the Out-of-Home industry as well.
For the amusement park that offers attractions for all ages, families with kids are an important target group. This group just so happens to be very viable for targeting through known digital methods. That’s due to the fact that their behaviour is often easy to trace back to a single user. Hélène Bairiot, OOH Director of Dentsu Belgium: “For a one-to-many medium such as out-of-home, precise targeting is an incredible challenge. We see that some advertisers and campaigns require certainty with regards to the location and at what times their target group is present to be in contact with out of home media. Through a combination of technology and data, that the Sage+Archer platform provides, it is possible to run data-driven campaigns in the out-of-home ecosystem – and this allows us to create more effective campaigns for our brands.”
Audience targeting introduced in Out-of-Home
Audience data in out-of-home media was established due to an international relationship between data-provider Adsquare and Sage+Archer. Adsquare reviews, on the basis of timely mobile datasources, where and at what time different target groups are. This information is then layered onto the locations of nearby DOOH-displays of all media owners connected to Sage+Archer.
In the case that Adsquare data shows that a target group is overrepresented in a specific place, at a specific time, the Sage+Archer algorithm ensures that an advertisement is shown in exactly that location – at exactly that time. In the same manner, the algorithm decides when to not show an advertisement. Hereby ensuring that the entire advertising budget allocates optimally.
Majority of Marketers will implement Digital Out of Home in their upcoming Media Plans
Out-of-Home is one of the oldest and most enduring methods of advertising. So it might seem a little strange that it’s becoming more valuable and important today. Dentsu International presented a significant increase of the OOH ad spend. In 2021 it grew by 19.4%, after by 19.7% from its 2019 level in 2020 (Global Ad Spend Forecasts, 2022). Claiming that the out-of-home medium has recovered stronger than other media.
Also DPAA detected that advertisers have a growing interest in the channel. A study held under the advertising community in 2021, shows that 77% of the advertisers have increased their knowledge of DOOH in those previous 18 months. Leading to that 81% of the advertisers will recommend DOOH in their 2022 media plan.
The resurgence of the out-of-home industry happens at the same time of programmatic buying methods being adopted by media owners. This helps the DOOH industry build stronger.
Gido Andriessen, Head of Belgium at Sage+Archer: “The pandemic prompted many advertisers and agencies to demand more responsiveness within their media plan. Using our platform we saw advertisers being able to pause, push and restrategize their DOOH plans”.
Brands changed their targeting strategy following consumers changing behavior. Or they changed the creative content at the last minute to have a more appropriate message to the status quo. Gido Andriessen: “Now that marketers have experienced the medium’s agility, more are exploring smart and data savvy approaches for reaching their target audiences more effectively and efficiently. So it is safe to say that the demand for flexibility isn’t going away and makes that marketers are quickly lining up to get in on the DOOH action.”
Keen to learn more?
Want to create your own DOOH campaign with audience targeting or know more about this campaign? Get in touch with Gido Andriessen on +31 6 382 564 36 or email firstname.lastname@example.org