More control and efficiency for DOOH campaigns
Intro
The benefits of digital out-of-home advertising (DOOH) for awareness campaigns can now also be leveraged programmatically. With support and inventory from Gewista, we tested the seamless integration of DOOH campaigns into the DV360 campaign setup for precise audience targeting within a programmatic digital campaign.
Challenge
Until now, pDOOH in the Austrian market was not truly integrated into the programmatic ecosystem, mainly due to the lack of integration of Austrian inventory into GMP and the challenges of measurement. This dynamic changed with the introduction of a new connector by the VIOOH exchange, which enables seamless integration of DOOH campaigns into the DV360 campaign setup.
In Austria, we pioneered the first pDOOH campaign for Gewista inventory via DV360. We are proud to have taken this groundbreaking step while also supporting regional commerce.
Iris Handlsberger, Director Media Consulting & Campaign Strategy, e-dialog
Measures
For a comprehensive view of the entire funnel and improved usability of pDOOH campaigns, seamless connectivity to DV360 has long been a priority. The functionality was thoroughly tested ahead of the official launch of the Christmas campaign for an Austrian client representing over 138,000 businesses in Vienna. </p
Results
The seamless integration of inventory via VIOOH into DV360 not only enables smooth incorporation of pDOOH campaigns into the setup, but also ensures near real-time data reporting as soon as the campaign starts (with a 24-hour delay). In addition, this integration is the only method that guarantees proof of playout (compared to other DSPs that enable pDOOH buying), which simplifies cost tracking and provides better control over settings such as duration and budget.
- million people reached in Vienna (AT)
- Digital billboards booked
- different creative formats
