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Maximising advertising impact with programmatic DOOH

5 min read
Advertiser: Meetic
DSP:Displayce
Agency:Havas
Operator:VIOOH
Region:France
Vertical:Internet

Challenge

Meetic, a French online dating service, wanted to reach a targeted audience of single women in their 30s at key moments in their real-world journey to encourage sign-ups to their dating app. The challenge for DOOH campaigns is that DOOH poster locations see very different audiences passing by each day. In fact, audiences can change by the hour and identifying the right audience at the right time to effectively place ads, remains a challenge.

Solution

To overcome the challenge, Meetic and Havas decided to leverage the full potential of Adsquare’s OOH Planning and Activation Platform. First, JCDecaux inventory list was uploaded to Adsquare’s platform. Second, Havas selected the desired audience by browsing through Adsquare’s data offering. By combining audience segments and movement data, Adsquare´s technology automatically calculates index values for each DOOH screen and ranks the inventory according to relevance. The index calculation is based on the ratio between all users seen around DOOH screens and the desired audience and recalculated for every hour of the week. Finally, Adsquare built a new custom spatial dataset comprising those screens frequented by the desired audience and activated it as part of its Proximity Targeting via its pre-bid integration with Displayce.

Result

Meetic ‘Summer of Love’ DOOH programmatic campaign was optimised in-flight to be delivered to more than 100 relevant screens near workplaces, cinemas, bars and restaurants in strong affinity with single women in their 30s. The campaign performed very well, allowing Meetic to maximise its ad investment and resulting in 1.3 million impressions.

(…) Our technology was able to manage the complex nature of the campaign to ensure a fine selection of premium screens with a strong affinity to the target. Thanks to Adsquare’s data activation, we were able to address the advertiser’s core target group, namely single women in their thirties.” Laure Malergue, Founder and CEO of DISPLAYCE.

Source: VIOOH, DISPLAYCE

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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