2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive

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2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive_第2頁

2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive_第3頁

2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive_第4頁

2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive_第5頁

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PROGRAMMATICDOOH:

ADYNAMIC,SMART,

EFFICIENTANDDATA-LED

OPPORTUNITYFORBRAND

ANDPERFORMANCEMARKETERS

Inassociationwith

Featuringinsightsfrom

Foralongtime,out-of-homeadvertisingwasseenasabrandawarenessplay,awaytoimprovevisibility,makeacreativeimpactandperhapswinacoupleofawards.Butthe

riseofprogrammaticdigitalout-of-home(pDOOH)hasshiftedtheboundaries,offeringadynamic,smartanddata-ledopportunityforbrandswithagenuine,quantifiableimpact.

ThepDOOHlandscapehasseensignificantgrowth,offeringamultitudeofbenefitsformarketerslookingtoenhancetheiradvertisingstrategies.Withafocusonprecisionandcontrol,pDOOH

hasemergedasapowerfultoolforreachingconsumerseffectivelyandcreatively.

AccordingtotheIAB,pDOOHisforecastedtoaccountfor16%ofOOHadspendby2027,asignificantincreasefromamere5%in2023.

pDOOH’sabilitytoprovidedynamiccreativeopportunitiesstandsouttomarketersasitsmostrecognisedattribute.Harnessingbehaviour-basedtargetingbuiltonaudiencesdeterminedbylocationspeoplevisit,advertiserscandeliverbetterpersonalisationtopassers-byandlaythefoundationforbettercampaignoptimisation.Thispavesthewayformoreefficientoptimisationtoo,givingadvertiserstheopportunitytocarryoutreal-timetweaksaswellasdecreasingthetimerequiredforacampaignrollout.Beyondthis,offeringpersonalisedadsbasedonreal-timedatawhileinacookielessenvironmentisamajorbenefitforadvertisers.Intheincreasingly

privacy-focusedadvertisingecosystem,thisiscertainlyabenefitforadvertiserslookingtodeliverpersonalisationwithminimalprivacyconcerns.

Brandsafetyisalsocitedasamainreasonformanymarketers’investmentinpDOOH:

almosttwooutofthreemarketingprofessionalssayitensuresbrandsafetyfortheircampaigns.

Lastbutcertainlynotleast,harnessingpDOOHcanmaximisebudgetefficiency,andintandem

increasethesustainabilityofacampaign.Althoughitmaynotbeadvertisers’toppriority,consumerawarenessofsustainabilityhasgrownenormouslyinrecentyears,withmanyspecificallyseekingoutbrandswithmoresustainablepractices.

AccordingtotheIAB,pDOOHisforecastedtoaccountfor16%ofOOHadspendby2027,asignificantincreasefromamere5%in2023.

PublishedOctober2024.Allrightsreserved.Nopartofthispublicationmaybereproducedortransmittedinanyformorbyanymeans,electronicormechanical,includingphotocopy,recordingoranyinformationstorageandretrievalsystem,withoutpriorpermissioninwritingfromthepublishers.Copyright?ExchangeWireLtd.2024

|info@

Inassociationwith

WHATYOU’LLLEARN

Astheindustrycontinuestoevolve,

stayinginformedandadaptingtonewtechnologiesandstrategieswillbekeytosuccessinthedynamiclandscape

ofpDOOH.Thisreportlooksathow

JCDecauxhaveworkedwithsomeof

theworld’sbestbrandsandagenciestoproducecreative,smartcampaignswithstrikingresults.

We’veteamedwiththemtoshowexactlyhowpDOOHimpactstheadvertising

ecosystem,andjusthowinnovative,

creativeandeffectiveitcanbeinreachingavarietyofcampaigngoals-whetherit’sawareness,conversion,increasingfootfallorboostingsalesrevenue.

You’llseefirst-handevidenceofthe

powerofpDOOHfromawiderange

ofsources,andseehowbrandsas

diverseasMaltesers,Lucozade,Dell

andtheWoodlandTrustcanamplifytheircampaignsbyharnessingthemedium.

|info@

Inassociationwith

CONTENTS

CASESTUDIES5

MALTESERS6

LUCOZADE9

COSTA12

DELL15

FACETHEFUTURE18

HCA21

THEWOODLANDTRUST24

HOTELINDIGO27

GETTINGTHEMOSTFROMpDOOH30

NAVIGATINGTHETECHNOLOGYANDDATALANDSCAPE31

WHATSHOULDBEINCLUDEDINApDOOHCAMPAIGNBRIEF?32

CREATIVEBESTPRACTICES33

MEASUREMENTANDOPTIMISATION33

|info@

Inassociationwith

CASE

STUDIES

JCDecauxisproudtopresentourlearningsthroughauniquecollectionofpDOOHcasestudies.

PAGE5

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Inassociationwith

MALTESERS

pDOOHAND

ONLINEVIDEO

DELIVER3.4%SALESUPLIFTFORMARS

CHALLENGE

Forthisproject,thegoalwastoincreasebrandawareness,consideration,andpurchaseof

MaltesersEasterBunnies,toachievemaximumcut-throughandconsiderationinthemindsofconsumersonthelookoutforadelicioustreat.

MARSwerespecificallyinterestedtounderstandhowgeo-locationbasedintelligence,

combinedwithrichthird-partydatasources,andomnichannelactivationcapabilitiescouldincreasebrandawareness,consideration,anddrivesalesofMaltesersEasterBunniesatacompetitivetimeofyear.

PAGE6

|info@

Inassociationwith

SOLUTION

Blisemployedseverallayersofrichdata.

Proprietarygeo-locationintelligencedata

wascombinedwithCircanatillsalesdatatohighlightregionswhereopportunitytowin

marketsharewashighest.Blisthencreatedbespokeaudiencesegmentswithoutcookiesoridentifiersthatwerefurtherenrichedwith

anonymisedlocationdatatoreachfrequentvisitorsofstockists.

Toeffectivelyreachtheaudience,Blisactivatedanomnichannelapproachacrossonlinevideo

andprogrammaticDOOH-identifiedasthetwobestchannelsformessageimpact.

PAGE7

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Inassociationwith

RESULTS

points

inpurchaseintentvs.categorybenchmark

points

inbrandawarenessvs.categorybenchmark

53,333

storevisits

(109%increase)

3.4%

salesuplift

(vs.2%onlinevideobenchmark)

￡2.21

ROI

forpDOOHvs.￡1.35benchmark

“LaunchingMaltesersBunnieseachJanuarychallengesustostandoutinabusymedialandscape.WithCircanasalesdata,wetargetedhigh-opportunityregionsacrosstheUK.Coupledwithlocationdata,thisenabledustooperateafull360mediacampaignspanningonlinevideoandpDOOH.We’rethrilledwiththeoutcome!Thiscampaignwasavaluabletest,especiallygiventheupcomingHFSSrestrictions.TestingpDOOHwasalsocrucialasit’llbeavitalchannelforallHFSSbrandsfrom2025onward.”

FlorenceKayll,

SeniorBrandManager,Easter&Halloween,UK,MARS

PAGE8

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Inassociationwith

LUCOZADE

DRIVING42%

UPLIFTINTARGETAUDIENCE

REACH

CHALLENGE

LeadingintegratedmediaagencyEssenceMediacomwastaskedwithcreatinganadvertising

campaigntopositionLucozadeSportZeroasthetopchoiceforconsumersseekinggreattasting,lowcaloriehydration.

LucozadeSportworkedwithOxfordUniversityexperimentalpsychologistProfessorSpencetocreatehydrationguidelinesthatwereshowcasedinthecampaignforthefirsttime.Thefindingsshowedthatpeopledrink80%moreliquidwhenexposedtosensorycuesthatencouraged

visualthirstandhighlightedtheneedformorecuesduringdailylifetoremindpeopletohydrate,particularlyinexercisesettings.

Duetothewidespreadappealoftheproduct,thetargetaudienceforthecampaignwashuge.

ThismeantEssenceMediacomneededtoleveragebroadcastchannelsasefficientlyaspossible.

PAGE9

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Inassociationwith

SOLUTION

Traditionalout-of-homewasplannedintwo–weekburstsand20%ofthebudgetwas

reservedforprogrammaticDOOH(pDOOH).

TheprogrammaticelementofthecampaignranwhentherewasnotraditionalOOHactivity.Thisapproachfacilitatedaprecisiontargeted,highlyrelevant,always-onelementtotheadvertising

campaignthatwouldnothavebeenpossibleifthebudgetwasonlyinvestedintraditionalOOH.

Leveragingmobiledatasegments

EssenceMediacomwereabletopreciselytargettheactiveadultaudience,yogaadvocates,

runningandworkoutappusers,aswellas

peoplewhovisitedsportscentresandgyms.

Thisdata-drivenapproachensuredthattheadsranatthemostrelevanttimesacrossthebest

performinginventory.

Toeffectivelyreachtheaudience,Blisactivatedanomnichannelapproachacrossonlinevideo

andprogrammaticDOOH-identifiedasthetwobestchannelsformessageimpact.

PAGE10

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Inassociationwith

RESULTS

42%

uplift

intargetaudiencereachwhencomparedtotheOOHaverage

75%

18–45yoldsportsenthusiasts

tooksomeformofactione.g.purchase,search,orrecommendation

increase

inpurchaseintentandnotablelevelsofawarenessandpreference

“ThisprogrammaticapproachnotonlypluggedthegapsbetweentraditionalOOHactivityitenhancedbudgetefficiencyand

amplifiedthescientificallydevelopedhydrationmessagewhentheaudiencewasintherightmindset”.

AlanMeech,

SeniorAssociateDirector,EssenceMediacom

PAGE11

|info@

Inassociationwith

COSTA

USINGpDOOHTOMAXIMISE

BUDGET

EFFCIENCY

CHALLENGE

CostaCoffee’s2023‘MadeaLittleBetter’campaign,activatedbyleadingintegratedmedia

agencyEssenceMediacom,waspartofabrandrefreshfollowingthecompany’sacquisitionbyTheCocaColaCompanyin2019.

ThesummercampaignrevolvedaroundtheinsightthatlittlethingsmakesummerbetterwithCostahighlightingthejoyofthingssuchasloggingofffromworkalittleearly,orenjoyinga

coffeeinthesun.

CostafacedfiercecompetitionfromotherbrandssuchasMcDonald’sandStarbucksandwaslosingmarketsharetoindependentcoffeeshops,especiallyintheunder55agegroup.TherewasaclearneedtoboostvisibilityoftheCostabrandanddrivestorefootfall.

PAGE12

|info@

Inassociationwith

SOLUTION

EssenceMediacomdevisedanomnichannel

campaigntopromoteCosta’sover-icedrinks

throughoutthesummerof2023.Thecampaignranacrossout-of-home(OOH),radio,social

media,influencers,andexperientialactivations.

WithintheOOHelementofthecampaign,

programmaticplayedapivotalroleindriving

productassociationviaaligningmessagingwithrelevantsummermoments.Theprogrammatic

teamatEssenceMediacomuseddataand

insightstodefineamorebespokepDOOHCostaaudiencecomparedtothetraditionalcampaign.

Thecampaigntargeted18-34-year-oldcoffee

loversandfoodies,whoenjoysocialisingwith

friendsandareactivesocialmediausers.An

additionaldatalayerbasedonproximitytoCostastores,competitors’stores,andCostaExpress

storesservingiceddrinkswasusedalongsideweathertriggerstomaximisebudgetefficiency.

PAGE13

|info@

Inassociationwith

RESULTS

Thecampaignachieved37.8mimpactsover18weeksdemonstratingefficientbudget

allocationandcontextualrelevance.Post-campaignmeasurementshowedthatthealways-onstrategyresultedinahighlevelofpresenceforCostaintherightplacesattheright

times,inoptimalweatherconditions.

CleveractivationusingproximityandweathertriggersextendedthebudgetenablingCostatobenefitfromthelargestshareofvoiceintheircompetitiveset(37%)throughoutthe

summermonths.

BrandmeasurementresultsandGoogleTrendsdatashowedincreasesinawarenessandconsiderationandtheover-iceproductsfeaturedinthecampaignshowedsignificantyearonyearsalesgrowth.

“ProgrammaticDOOHplayedaninstrumentalroleinthis

omnichannelcampaign.Thankstothestrategicuseofdata,we

reachedapreciseaudiencewithcontextuallyrelevantadsacrossthebest-performingOOHenvironmentsforthisspecificcampaign.Becauseweactivatedthecampaignprogrammaticallyusingdatatriggersandoptimisedthecreativeformaximumrelevance,we

knowthatweachievedthebestpossibleresultsforCostawithnexttozerowastedspend.”

AlanMeech,

SeniorAssociateDirector,EssenceMediacom

PAGE14

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Inassociationwith

DELL

+6POINTINCREASEINONLINE

PURCHASEINTENT

CHALLENGE

Howtoshiftfromthetraditionalofflineretailmodeltoa100%digitalpresencecontext?

TheaimofthecampaignwastosupportDell’sobjectivetotransitionfromtraditionalbricksandmortarsalestoafullydigitalpresenceintheUKduringthebusyshoppingmonthsofSeptembertoDecember.

Todothisonlinedisplaywasgoingtobekey,butinacompetitivemarketplace,weneededtomaximiseconsumertouchpointsandconnectseamlesslywiththeaudienceattherighttimeandintherightplaceregardlessofwhetherthatwasonlineoroffline

PAGE15

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Inassociationwith

SOLUTION

DatafromLocalaenabledDisplaycetoidentifyzoneswithhighconcentrationsofourtarget

audience.

TheroleofpDOOHwastoreachspecific

audiencesegments,suchastechenthusiasts

andbusinessownerswhentheywereinthose

areas.Additionally,pDOOHwasusedtoenhancethevisibilityofthemobiledisplaycampaignandensureaseamlessconnectionwiththeaudiencewhentheywereinthosekeylocations.

PAGE16

|info@

Inassociationwith

RESULTS

point

upliftinpurchaseintent

2.56

millionimpressions

acrosspDOOH,

desktop,andmobile

point

increaseinCTRonhigh-impactandpre-rollads

74%

video

completionrate

point

increaseinpreference

“Granular,affinity-basedtargetingsignificantlyenhancedthe

relevanceofDell’spDOOHcampaigncreatinghighlevelsof

resonancewiththetargetaudience.Byfocussingspendonareas

withhighfoottrafficandcontinuallyoptimisingtowardsthatwe

wereabletomaximisereturnoninvestment(ROI).TheJCDecaux

teamwerealwaysonhandtoadviseusonstrategyandoptimisationandplayedakeyroleinensuringthesuccessofthecampaign.”

GordonBonifacio,

HeadofSalesUK,Displayce

PAGE17

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Inassociationwith

FACETHEFUTURE

DRIVING55%INCREASEIN

AWARENESS,AND140%ROI

CHALLENGE

Upuntillastyear,FaceTheFutureonlyhadanonlinepresenceinacrowdedspacecompetingwithBandotherretailgiants.Thebranddecidedtohostafive-day‘pop-up’style

physicalpresenceinfourUKcities.BespokevansactedasthevenuewhereconsumerscouldlearnmoreaboutFaceTheFuture,receivegoodybags,andsignuptoreceivefutureoffersandpromotionsviaemail.Butfirsttheyneededtodrivefootfalltothevans.

Newtoanythingotherthanonlineadvertising,oneofthekeychallengeswasstartingfromzerowithreal-worldaudiences.

PAGE18

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Inassociationwith

SOLUTION

FacetheFutureinvestedinafive-dayphysical

presenceinfourUKcitiesusingbespokevans

toprovideavenuewhereconsumerscould

learnmoreaboutFaceTheFuture,receive

goodybagscontainingproductsfrompartner

brands(includingDermalogicaandLaRoche

Possay),andsignuptoreceivefutureoffersandpromotions.FlowCityhadalimitedtimeframe

inwhichtheyneededtobuildawarenessofFaceTheFuture’sphysicalpresenceanddrivefootfallandabudgetof￡10,000.

DOOHandprogrammaticDOOH(pDOOH)wereusedintandemtodisplaytacticalmessaging

withinhalfamileofthefourlocationsthreeto

fourdaysbeforetheevents.Onthedayofthe

events,thecreativewaschangeddynamically

toreflecttheopeningtimesateachvenue.

JCDecaux’sproprietaryaudiencedatawasusedtoshopperaudiencesacrossmultipleformats.

PAGE19

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Inassociationwith

RESULTS

pointincrease

inbrandawarenessfor

FaceTheFuture

24,000

consumersvisited

theFaceTheFuturevenues(vstargetof10,000)

55%

averageincrease

ofpartnerproductbrandawareness

￡24,000

increase

insalesrevenue

140%

ROI

increaseinpreference

25,500

sign-ups

(vstargetof2,500)

“JCDecaux’spDOOHofferingwasinstrumentalinhelpingus

todriveawarenessofandvisitstotheFaceTheFuturevans.

Theirflexibleapproachtobuyingenabledustoleverageboth

guaranteedandnon-guaranteeddealstomaximisereachand

campaignefficiency.Additionally,theaudiencedataprovidedbyJCDecauxmeantthatwecouldtargetonlythemostreceptive

audienceswithaveryhighlevelofprecision.”

DagnyLacka,

CEO,FlowCity

PAGE20

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Inassociationwith

HCA

UKSEE16%UPLIFT

INFOOTFALLANDDOUBLEPAIDSOCIAL

ENGAGEMENT

CHALLENGE

HowtodrivefootfallandsearchwithpDOOH?

Equator,adigitaltransformationconsultancy,weretaskedwithdevisinganintegratedmedia

campaignthatdemonstratedHCA’sabilitytodeliverhigh-qualityhealthcareandprovideinstantaccesstowalk-inprivatehealthservices.

TheaimofthecampaignwastodrivevisitstoHCA’sUrgentCareCentres(UCCs)by

encouragingconsumerstosearchfor‘HCAUrgentCare’andvisitabespokelandingpage.

PAGE21

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Inassociationwith

SOLUTION

ProgrammaticDOOH(pDOOH),display,andpaidsocialchannelswereplannedintandemwith

messagingthathighlightedthespeedofHCA’surgentcareservicesandtheabilityforpatientsto‘beseenin15’.

Toensuremaximumefficiency,thepDOOH

campaignonlyranwithina1-mileradiusoftheUCCfacilitiesandthecampaignwasoptimised

towardsscreenswherefootfallwasaboveaverage.

Tomaximisethelengthofthecampaignads

onlyranduringtheopeninghoursofthenearestUCC.TogaindeeperinsightintothesuccessofthepDOOHactivity,Equatorusedanexclusivecalltoactionthatthepaidsearchteamcould

usetomonitorupliftinsearchimpressions.

Thedisplayandpaidsocialchannelstargetedaslightlywidergeographicareatoreach

audiencesonthemove.Thesamedemographicandinteresttargetingwasappliedtoallchannelstoincreasecampaignrelevancy.

PAGE22

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Inassociationwith

RESULTS

191%

increase

inpaidsearchimpressionsfrompDOOH-specificcalltoaction

16%

uplift

inUCCvisitsduringpDOOHcampaign(vs.targetof5%)

10.43%

paid

socialengagementratevs.benchmarkof1.5%

million

Combinedreach-15%aboveforecast

“Withincreasingcompetitioninonlineadvertisingenvironments,weknewweneededtosupportourdisplayandpaidsocialmedia

withofflineadvertising.BybuyingDOOHprogrammatically

wewereabletostretchHCA’sbudgetasfaraspossiblethrough

precisiongeo-targeting,in-flightoptimisationtowardsfootfall,anddayparting.Ourintegratedmeasurementapproachhasenabled

ustoprovethatpDOOHnotonlydroveawareness,consideration,andvisitsbutalsoboostedtheperformanceofpaidsocialmediaadvertisingmeaningthecombinedbudgetsworkedevenharder.”

RachelLambe,

PerformanceMediaManager,Equator.

PAGE23

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Inassociationwith

THEWOODLANDTRUST

DELIVERING

21%UPLIFTIN

REVENUEUSINGpDOOH

CHALLENGE

TheWoodlandTrustistheUK’slargestwoodlandconservationcharitythatreliesonpaid

membershipstofundprogrammesdesignedtoprotect,restore,create,andcareforwoodlandenvironments.

Withnewmembershipsdecliningandtheeffectivenessofresponse-orientatedchannels,e.g.

socialwaningduetoahighvolumeofadvertisingfromacrossthecharitysector,TheWoodlandTrustandtheirmediaagency,JAA,soughtacost-effectivesolutiontoreachnew,receptive

audiences,increaseawarenessanddrivememberships.

Skyrise,anaudiencedesignandtargetingplatform,wasselectedbyindependentmediaagencyJAAtohelpdrivenewmembershipsandrevenueforWoodlandTrust.

Thechallengewashowtoharnessawarenesschannelsinsuchawaythataudiences’emotionalreactionsresultedindirectresponses–inthiscasememberships–aboveandbeyondwhathadbeenachievedwithpreviousmediaplans.

PAGE24

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2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive

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2024年程序化數(shù)字戶外廣告（pDOOH）研究報告：動態(tài)、智能、高效、數(shù)據(jù)導(dǎo)向的品牌與績效營銷機會點（英文版）-DeepDive

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