Programmatic Digital OOH drives a +125% lift in purchase intention for Uber Eats
Online food ordering and delivery platform Uber Eats wanted to increase brand awareness and purchase consideration for its delivery application. Launched in 2014 by Uber, the brand is operational in over 6,000 cities in 45 countries and has couriers delivering meals by car, scooter, bike, or on foot.
Wanting to raise awareness for its ‘No Delivery Fees’ promotion, the brand launched a programmatic digital out-of-home (pDOOH) campaign in select markets in the Netherlands.
To measure the impact of the pDOOH ads on ad recall, interest, attribution, consideration and purchase intention, a brand lift study was conducted in collaboration with Broadsign and Happydemics.
Strategy
The programmatic DOOH campaign was launched with agency partner EssenceMediacom and out-of-home expert Broadsign. Working with Outmoove demand-side platform (DSP), the campaign ran alongside other channels including paid social and online video.
Broadsign worked closely with EssenceMediacom and Uber Eats to determine campaign parameters, creating proposals that included audiences, locations, venue types, and more. Campaign proposals and creatives were then uploaded and launched via Outmoove DSP, which also provided reporting on campaign performance.
Ads ran across several major cities in the Netherlands, including Rotterdam, Eindhoven, and Haarlem, reaching high-traffic locations like train stations, malls, urban panels, bus shelters, and gas stations. Over the course of the campaign, more than 7.6 million ads were served, generating over 27.8 million total impressions. The OOH vendors involved included Global Netherlands, Clear Channel Netherlands, JCDecaux Netherlands, CSDM, and Ocean Outdoor Netherlands.
Results
The results showed that ad interest nearly doubled among those who recalled the ads compared to those who didn’t, demonstrating the campaign’s effectiveness in capturing audience attention. Additionally, there was a 2X increase in purchase consideration, with the campaign ranking in the top 15% for purchase consideration within the food delivery category across all media platforms.
“Broadsign enabled us to quickly activate our programmatic DOOH campaign, allowing us to reach a contextually relevant audience at scale. Their audience and location data were crucial in targeting potential viewers and delivering the right message across various formats seamlessly. Additionally, the flexibility to update creatives during the campaign ensured our messaging stayed fresh and effective throughout. Broadsign’s support made the entire process smooth and efficient, helping us achieve impactful results,” says Fadli Gunawan, EMEA Brand Media Lead at Uber.
Want the campaign highlights? Check out the infographic below.
Product News | October 11, 2021
Out-of-Home’s push for a more sustainable future
Historically, the out-of-home (OOH) industry has been perceived as resource-intensive thanks to its physical nature. From printed ads to always-on digital screens and illuminated billboards, the environmental impact of the medium is hard to miss. And that’s not to mention the logistics of transporting materials and maintaining physical locations.
So it may surprise people that, according to recent research by KPMG and Outsmart, the accredited OOH trade body in the UK, outdoor advertising is responsible for less than 3.5% of the advertising industry’s carbon footprint and only 3.3% of its power consumption across the region. That placed OOH as the most sustainable advertising medium in the UK, compared to Online, TV, Radio, Print and Email.
While these numbers are impressive, there’s still work to be done for OOH to become a ‘green’ sector. Sustainability is becoming crucial for the industry’s long-term viability, especially as consumers increasingly prefer environmentally conscious products and practices. As a result, brands are investing more in R&D to meet these demands, and agencies are stepping up with initiatives like incorporating sustainable materials into campaigns and setting certification standards for OOH suppliers.
Let’s take a look at the steps the OOH industry is taking to build a more sustainable future.
Where Does OOH stand in the sustainability conversation?
According to Outsmart and KPMG’s study, OOH represents less than 1% of annual power consumption in the information communication technology (ICT) sector. The large number of personal devices in use and the data transmission networks and data centres that enable them account for 99.4% of annual ICT power consumption.
OOH is also a one-to-many platform where a single ad reaches a broad audience, making it an efficient medium for engaging with large numbers of people. The same study found that OOH emits less carbon per impression than all other media measured, coming in at 0.25g CO2eq – less than half of its closest competitor media.
So, how is the OOH industry addressing sustainability challenges? Many media owners and ad tech providers are setting their own standards for greener practices. Still, some governing bodies are forming committees to foster dialogue and encourage the adoption of sustainable business practices within the industry. For example, the World Out of Home Organization (WOO) has established a Global Sustainability Task Force that focuses on sharing best practices for companies and WOO members to implement sustainability into the heart of their businesses.
Compared to other advertising channels, OOH media owners have more control of the supply chain and end-to-end operations, allowing them to improve sustainability in a more direct way.
Practices include:
Recyclable materials and eco-friendly printing
Traditional or static billboards, typically made from PVC or vinyl, are not biodegradable and pose recycling challenges, leading to more waste in landfills. The production of these materials is energy-intensive and generates considerable waste as they require frequent replacement when ads change. Additionally, the emissions from transporting and installing these billboards add to their environmental impact.
OOH media owners are starting to make significant strides by incorporating refurbished and recyclable materials into billboards and related collateral. The construction and installation of OOH furniture are at the top of mind, with some media owners replacing steel casing wraps around panels with more eco-friendly alternatives and recyclable plastics.
Sustainable printing practices are essential to a greener OOH industry, from using eco-friendly inks like water- or soy-based varieties to partnering with companies that invest in responsible paper sourcing, advanced printing technologies, and effective waste management.
Tip: Just as brands and agencies demand certification requirements for OOH suppliers, media owners should prioritize suppliers based on their environmental credentials and sustainable product offerings.
Reusability programs
Once a campaign concludes, it’s important to ensure that all materials are recycled or disposed of in an environmentally responsible manner. This involves managing the disposal of used billboards and signage and informing clients about the available recycling options for their displays. Educating clients about these options helps promote sustainable practices and ensures that materials are handled in a way that minimizes environmental impact.
Renewable energy sources
Renewable energy, like switching to LED displays or powering digital OOH (DOOH) screens with solar or wind panels, is another area of investment for media owners. A separate study from Outsmart and PwC found that the outdoor industry has increased its use of renewable electricity to over 90%.
LED technology offers significant energy efficiency and a longer lifespan compared to traditional lighting options, making it an ideal choice for OOH suppliers aiming to reduce energy consumption and operational costs. Solar energy can also power various formats, from digital billboards to kiosks, reducing reliance on nonrenewable electricity. While the initial investment in LED and solar technology may be higher, the long-term savings from reduced energy use and maintenance are substantial. Additionally, adapting to ambient light levels based on the time of day and season and powering down digital screens during overnight hours can further enhance energy efficiency.
Local sourcing and community impact
Local sourcing in OOH refers to obtaining materials and services from local suppliers and vendors rather than importing them from distant locations. This approach helps reduce the carbon footprint associated with transportation and supports the local economy. In the context of OOH advertising, local sourcing might involve prioritizing nearby manufacturers for billboards and signs, working with local printing companies, or engaging local contractors for installation and maintenance.
Additionally, outdoor advertising companies must understand how their displays might affect local ecosystems and communities. Proper placement of these ads should be considered to help minimize negative impacts on both the environment and local residents.
OOH advertising’s real-world presence gives it the impact, buzz, and effectiveness that make it a valuable part of any media mix. However, it’s important to balance this tangible, in-person touchpoint with efforts to improve sustainability. By staying mindful of ways to reduce our environmental impact, we can continue to engage consumers effectively while advancing toward a greener future in advertising.
Explore the current state of sustainability in OOH and the industry’s efforts to drive environmentally conscious practices.
Doohx members can access the latest masterclass, Sustainability in OOH, by visiting the Knowledge Base online or via the doohx app. Not a member yet? Learn more here.
Product News | October 11, 2021
Supercharge your Black Friday and Cyber Monday campaigns with out-of-home advertising
Black Friday and Cyber Monday have become pivotal dates on the retail calendar, marking the unofficial start of the holiday shopping season. Originally a single day of in-store sales, Black Friday has now evolved into a full weekend event, with shoppers flocking to brick-and-mortar locations on Friday and turning to online deals during Cyber Monday. According to the National Retail Federation (NRF), a record-breaking 200.4 million consumers shopped over the five-day holiday weekend from Thanksgiving Day through Cyber Monday last year, breaking the previous year’s record of 196.7 million shoppers.
The holiday shopping season isn’t just about big sales—it’s a race for consumer attention, with brands vying to make the biggest impact. Shoppers are actively hunting for deals, making them more open to ads highlighting promotions or new products. But in the crowded digital space, standing out is tough. That’s where out-of-home (OOH) advertising shines. OOH reaches consumers when they’re most receptive, driving foot traffic to stores and boosting digital campaigns, giving brands the visibility needed to win big this holiday season.
Capturing attention across the blended shopping journey
Holiday shopping habits have significantly transformed in recent years, with consumers spreading out their purchases to reduce stress and better manage their budgets. 2023 NRF research revealed that 59% of holiday shoppers had already started browsing and buying by early November. This earlier start to shopping has turned what was once a single weekend frenzy into a more extended, thoughtful process as consumers aim to get ahead of the rush.
So, where are consumers making most of their purchases? Recent surveys show that shoppers are seamlessly blending in-store and online experiences. According to the NRF, 134.2 million people shopped online during last year’s Black Friday weekend, up from 130.2 million in 2022. Data from eMarketer echoes this trend, projecting holiday e-commerce sales to grow by 9.5% year-over-year, accounting for 19.8% of 2024’s total holiday retail sales.
Despite the growth of online shopping, in-store experiences remain a major part of the consumer journey. Over last year’s Black Friday weekend, 121.4 million shoppers visited physical stores, a number nearly identical to the previous year. With consumers actively moving between digital and physical spaces, brands need an advertising strategy to capture attention across both worlds.
Boost in-store shopping visits
With its increased mobility and foot traffic, the holiday season amplifies the potential of OOH advertising to influence shoppers as they navigate stores and retail centers. Strategic ad placements—whether on billboards near malls, digital displays in transit hubs, or along busy streets—enable advertisers to engage audiences during high-impact moments. By targeting shoppers already primed to browse and buy, OOH can drive store visits and prompt immediate action during the holiday rush.
Beyond awareness, OOH’s dynamic capabilities make it perfect for promoting time-sensitive offers. According to Vericast’s 2024 Holiday Retail TrendWatch, 38% of consumers are most interested in receiving deals and discounts that will make holiday shopping more affordable. Meanwhile 56% say the holiday season is a great time of year for purchases because of sales and discounts.
Programmatic DOOH can display real-time updates on limited-time sales, exclusive discounts, or last-chance promotions, prompting consumers to act quickly. For example, digital displays in shopping areas can alert shoppers to flash sales that end in a few hours, pushing them to visit nearby stores immediately. This kind of messaging taps into the urgency of the season, especially with 30% of shoppers purchasing earlier to avoid missing out on specific items.
In addition to its role outside of stores, OOH can amplify its impact through in-store retail media activations. Digital displays within retail environments can showcase current promotions and exclusive deals right at the point of purchase. These in-store elements reinforce the messaging encountered earlier and provide a seamless transition from outside advertising to immediate action, driving impulse buys and enhancing shopper engagement during peak shopping days.
Create online and offline synergy with OOH
OOH plays a crucial role in complementing digital strategies, especially with e-commerce forecasted to drive about $1 out of every $5 spent during the holidays. Ads in high-traffic areas can drive awareness of online promotions, encouraging shoppers to visit a website or app to get more information or complete their purchases. Shoppable OOH ads, like those featuring QR codes, provide a direct path to purchase by letting shoppers instantly scan the code to access deals or product pages on their phones.
Incorporating retargeting into an omnichannel strategy also enhances the effectiveness of OOH. After capturing consumer attention in the real world, digital retargeting enables brands to reconnect with those same audiences online. An OAAA and Harris Poll report found that 74% of mobile users took action on their devices after viewing DOOH ads. These actions included online searches(44%), direct visits to websites (38%), and engagement on social media (30%). This seamless follow-up helps brands remain top-of-mind and drive conversions across various touchpoints.
For instance, when a shopper enters a specific location, such as the area surrounding a billboard, advertisers can use mobile retargeting to serve ads later on social media or search engines. These timely digital reminders reinforce the initial OOH impression, keeping the brand top-of-mind as the shopper browses online. This strategy is especially effective during the holiday season, with mobile e-commerce now driving more than half of all online sales, increasing the chances of conversion.
As the shopping rush kicks off, brands have a prime opportunity to leverage DOOH advertising to reach targeted audiences both on the go and at the point of purchase. With shifting economic factors and an earlier shopping window, consumers are more focused on finding deals and value-driven offers. DOOH is the perfect medium to highlight these promotions in real time. Whether you’re focused on building brand awareness or driving in-store traffic, integrating DOOH into your omnichannel strategy is a powerful move that can significantly amplify results.
Want to build an impactful retail OOH campaign this holiday season?
Explore our curated audiences, inventory, and contextual locations in our Retail Package!
Product News | October 11, 2021
Out-of-Home data capabilities: A marketer’s guide to measurement, attribution, and audience extension
With out-of-home (OOH) advertising projected to grow 11.5% globally by the end of the year, measuring campaign performance has become more important than ever. Historically perceived as trailing behind digital channels in measurement capabilities, technology advancements are driving significant transformation in the industry. Once limited to estimated impressions and ad plays, campaign analytics have expanded to offer more comprehensive insights into performance. Additionally, enhanced OOH measurement and attribution capabilities enable advertisers to gather privacy-compliant data to extend their reach beyond physical screens to target audiences across multiple platforms.
This guide dives into the evolving metrics and analytics in OOH and digital OOH (DOOH), showcasing how the industry is leveraging technology to achieve more measurable campaign outcomes. We’ll also cover how advertisers can leverage data from OOH campaigns to retarget audiences across digital channels through audience extension.
Why accurate (D)OOH measurement is critical for campaign success
Before the adoption of programmatic DOOH, advertisers had to analyze campaign performance across different venue types and media owners by requesting individual reports from each publisher. Programmatic DOOH streamlines this process by providing centralized, real-time data and automated reporting, simplifying evaluation and saving time and resources. This approach offers a comprehensive view of brand KPIs and campaign effectiveness, enabling more strategic decision-making. Additionally, it allows for real-time adjustments and optimization of ongoing campaigns based on factors like location, time, format, and ad creative, enhancing overall performance.
OOH measurement and attribution also support audience and campaign extension by providing detailed data on audience demographics and behaviour, which can be used to retarget audiences via other channels.
Understanding measurement & attribution in digital out-of-home
(D)OOH offers a range of data capabilities that can provide valuable insights into campaign performance. Understanding which specific metrics you want to track and measure ahead of time will make it easier to design and evaluate the campaign’s overall success. Let’s dive into the data capabilities within OOH.
Measurement
Measurement in out-of-home advertising involves gathering and analyzing data to assess the audience profile, impressions, reach, frequency, and optimized media mix to ensure the effective delivery of campaigns. This process provides valuable insights that enable advertisers to optimize their strategies and maximize return on investment (ROI), often without needing an additional data partner. Key metrics include:
Impressions: Measured by a research company or industry organization, impressions are the number of times an ad is viewed by individuals around a (D)OOH display.
Ad plays: The number of times a specific advertisement is displayed or shown on a screen within a given period.
Reach: The total number of unique people who see the ad.
Frequency: The average number of times a person sees the ad.
Engagement: This includes both direct interactions, like scanning QR codes, and passive methods like targeted mobile surveys to measure attribution, brand perception, and audience interest in sharing or learning more about the ad they encountered.
Since out-of-home is a one-to-many medium, the impression multiplier acts as a DOOH-specific multiplication index applied to each play on every screen, giving advertisers an idea of how many impressions are delivered in a single ad play.
Attribution
In digital out-of-home, attribution goes beyond measurement by linking exposure to specific consumer actions, like visiting a website, making a purchase, or downloading an app. It aims to identify the impact of OOH ads on the customer journey.
Attribution also helps advertisers understand how OOH contributes to broader marketing goals and how it interacts with other media to drive conversions and sales. A DOOH expert can help you execute any of these attribution analyses by providing access to third-party measurement partners. Types of attribution include Brand Lift, Foot Traffic, Web/App Lift, and Sales Lift.
Brand Lift
Brand lift studies measure a DOOH campaign’s impact on overall brand metrics and KPIs like ad recall, attribution, awareness, perception, brand familiarity, ad clarity, consideration, and intent. Brand lift studies are served to audiences exposed to a campaign based on their proximity to the OOH screens. These audiences are then invited to take a brief online survey that measures the ad’s performance. These studies are beneficial for advertisers as they provide concrete data on the effectiveness of their campaigns, allowing for data-driven adjustments and optimizations to enhance future marketing efforts.
Brand lift study partners, like Happydemics and MFour, start by identifying survey broadcast zones based on the geo-locations of digital OOH screens. GDPR-compliant methods are used to collect survey answers through in-app and mobile ads targeting consumers in these areas. The uplift is then measured by comparing responses from those who recall the ad (exposed group) to those who do not (control group), with both groups matched for age and gender.
Brand Lift Study In-Action: How Sea-Doo Leveraged Digital OOH to Drive a 144% Lift in Purchase Consideration
Sea-Doo, a brand of personal watercraft and boats manufactured by Bombardier Recreational Products (BRP), wanted to boost awareness, purchase consideration, and share of voice in Florida. To reach its core audience of personal watercraft, pontoon, and fishing enthusiasts, the brand turned to programmatic DOOH to activate ads across outdoor and indoor place-based venues. A brand lift study was conducted in partnership with Broadsign and Happydemics, measuring the campaign’s impact on metrics like brand image and consideration. The results? A 130% uplift in positive brand image and a 144% uplift in purchase consideration. Read the case study.
Foot Traffic Attribution
Foot traffic studies offer immediate attribution by mapping audience travel patterns before and after exposure to specific screens or points of interest. Brands with physical locations commonly use this type of measurement to evaluate the increase in in-store visits following DOOH exposure. By understanding foot traffic, advertisers can assess the real-world effectiveness of OOH campaigns in driving actual visits to their locations, establishing a direct link between the advertisement and physical store visits.
Tracking foot traffic also analyzes optimal conversion paths, helping to determine which (D)OOH inventory converts to in-store visits. This insight allows marketers to tailor and optimize campaigns for maximum impact and effectiveness. With a comprehensive view of a campaign’s impact, advertisers can refine their strategies based on data about which locations or creative elements drive the most visits, leading to more effective future campaigns.
Foot traffic measurement partners like Spotzi, Accretive, and Arrivalist, use location-based data from mobile devices, which tracks movement patterns before and after ad exposure. This data is then analyzed to measure changes in visits to specific locations, indicating the effectiveness of the advertising campaign.
Foot Traffic Study In-Action: Digital Out-of-Home Campaign Drove 400,000 store visits for Holt Renfrew
Holt Renfrew, Canada’s largest fashion and lifestyle retailer, wanted to drive consumers to its stores in major cities nationwide. With measurement partner Spotzi, over 200 screens were selected in target locations. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a Holt Renfrew retail location. The campaign resulted in a 7% weekly rate of consumers who visited the retailer post-ad exposure and yielded nearly 400,000 total store visits. Read the case study.
Web & App Lift
Measuring web and app lift involves tracking and analyzing various metrics to understand the impact of OOH campaigns on digital interactions, like visiting a website or downloading an app. This helps advertisers better understand cross-channel behaviour and optimize campaign effectiveness.
Vendors like Accretive, Outcomes, and Mira deploy tracking pixels on a website or software development kit (SDK) of a mobile app. These pixels collect privacy-compliant data on user interactions, like visits and downloads, before, during, and after the campaign. By comparing this data, the brand can quantify the increase in online interactions directly attributed to the DOOH ads, determining the web and app lift.
Sales Lift
A sales lift study in digital out-of-home measures a campaign’s impact on actual sales performance. By comparing sales data from areas exposed to the OOH ads with data from similar areas that were not exposed, advertisers can determine the effectiveness of their campaign in driving sales.
For example, if a snack brand runs an OOH campaign across several city locations, the brand would track sales in stores within the advertised areas versus in non-advertised areas over the same period. By analyzing the difference in sales growth between these two groups, the brand can determine the incremental sales attributed to the DOOH campaign.
Expanding campaign reach with audience extension
Audience extension expands the reach of campaigns by using data from OOH campaigns to retarget audiences across digital channels. It allows advertisers to continue engaging with people who have seen their OOH ads, reinforcing the message and increasing the chances of conversion. Types include:
QR Code Extension
QR codes on DOOH ads offer an interactive and accurate way to measure engagement by tracking the number of codes scanned and sequential offers delivered based on interactions. They also allow for A/B performance testing and help measure converted sales that can be directly attributed to each campaign, providing real-time data on audience interest and behaviours.
Through providers like ACTV8me, brands and advertisers can create interactive experiences by incorporating dynamic sequential QR codes into creatives. When viewers scan a participating QR code with their mobile device’s camera, they’re redirected to a microsite where they can immediately redeem offers or save them to mobile wallets like Apple Pay and Google Pay. Once saved, users receive reminders and notifications when promotions are about to expire or near an activated point of interest, such as a store or restaurant. Engagement data is then collected, saved, and delivered to the advertiser for analysis. This increases engagement while adding a layer of attribution measurement that helps evaluate OOH ad performance with real-time consumer data.
Here’s an example of QR code activation in OOH: A popular fast-food chain launched a QR code activation campaign to promote its new menu items. The campaign was displayed on 10,000 digital screens at bus stops and train stations in major cities for three months, resulting in over 20 million impressions per month. When commuters scanned the QR codes, they were directed to a microsite offering exclusive discounts on the new menu items. The campaign’s measurable data showed a 15% increase in app downloads and a 20% boost in sales for the new items, demonstrating the effectiveness of the QR code activation.
Omnichannel Retargeting via Mobile Ad ID
Omnichannel retargeting via Mobile Ad ID (MAID) involves collecting mobile devices detected near OOH ads to gather data on those users, which is then used to retarget them with personalized ads on their mobile devices and other digital platforms. This method ensures continuous engagement by reinforcing the initial OOH message through multiple digital touchpoints, increasing the likelihood of conversion.
Data partners like NativeTouch capture data from mobile devices that come into proximity with OOH ads, including mobile ad IDs, enabling the quick retargeting of audiences while the DOOH campaign is still in flight.
MAID/ Device ID Passback
Including mobile retargeting in your omnichannel strategy is one of the best ways to amplify your campaign. Data experts specializing in device ID passback capture device IDs when audiences enter defined location boundaries. This data is then analyzed and translated into qualified audience profiles, which can later be retargeted with mobile ads via your DSP. Capturing exposed device IDs can enable additional measurement of how your DOOH campaign impacted other media channels.
Data experts like Spotzi and Connected Interactive gather mobile devices detected within a geofenced area where consumers have an opportunity to see the campaign. Those exposed mobile ad IDs (MAIDs) are collected and passed along to the client’s retargeting partner of choice. The captured mobile device IDs are then analyzed to create detailed audience profiles, enabling advertisers to retarget consumers exposed to the campaign and further extend their reach among their target audience segments with their preferred provider.
Let’s take an example of a smartphone brand launching a new model: The brand places digital OOH billboards in high-traffic areas like shopping malls and city centers. When potential customers pass these billboards, their mobile device IDs are captured. The data partner then analyzes this data to create detailed audience profiles, identifying individuals who frequently visit these areas and are likely interested in the latest technology. Using this information, the smartphone brand targets these individuals with personalized ads on their mobile devices, highlighting features of the new smartphone model and offering special promotions.
Out-of-home measurement, attribution, and extension have advanced significantly over the years. From traditional metrics to sophisticated digital tracking methods, today’s OOH campaigns can provide detailed insights into audience engagement and campaign effectiveness. Techniques like QR code activations, foot traffic analysis, sales lift studies, and omnichannel retargeting have revolutionized how advertisers connect with and understand their audiences. As technology continues to evolve, the potential for OOH advertising to deliver highly targeted and measurable results will only grow, offering advertisers even greater opportunities to optimize their strategies and maximize their return on investment.
Want to learn more about leveraging industry-standard solutions to report on DOOH campaigns and gain key audience insights? Register for our upcoming webinar Attribution for DOOH Advertising!
Product News | October 11, 2021
How Elevision enhanced its sales strategy and media operations with the Broadsign Platform
With the ability to easily reach large audiences in unique and impactful ways, out-of-home (OOH) advertising has been widely adopted in the United Arab Emirates. Regularly included in major media plans, ad spending for OOH in the region is projected to reach AED 1.6 billion (USD 435 million) in 2024.
Static out-of-home advertising remains the dominant format, providing unparalleled visibility in cities like Dubai and Abu Dhabi, characterized by active highways, high-traffic streets, and vibrant commercial zones. That said, digital out-of-home (DOOH) is rapidly gaining traction in the region. This shift is fuelled by technological advancements that meet advertisers’ demands for more dynamic and eye-catching formats and the increased use of data and analytics to deliver more targeted and contextually relevant ads to intended audiences.
With DOOH ad spending expected to grow annually at a rate of 9.5% by 2028, media owners who digitize their networks early stand to gain a competitive edge. One company leading the digitization of OOH in the UAE is Elevision. Founded in 2011, the DOOH native media owner’s network includes both elevator and large-format screens, totalling 1920 screens across 575 locations. Its combined network provides advertisers with over 850,000 daily viewers, totalling 14.5 million daily impressions.
Advertisers choose Elevision for their premium audiences and locations
Initially, Elevision’s network consisted of elevator screens in high-end residential and commercial buildings in Dubai and Abu Dhabi. Over the last four years, large-format DOOH screens have been added to its network and expanded into premium business districts, including the Dubai International Financial Centre and the Dubai World Trade Centre.
Having built its network across premium areas, Elevision provides advertisers access to affluent demographics, audience segments and profiles. Moreover, the elevator environment offers meaningful targeting at scale. In addition to easily reaching over 500,000 people daily, DOOH elevator screens are a high dwell-time and high-frequency format, efficiently providing high ad recall rates. The ability to combine precise audience targeting with extensive reach has made Elevision the go-to network for connecting with audiences.
Another significant benefit of working with Elevision is the detailed reporting of DOOH campaigns through its custom reporting platform. Launched last year, the platform gives clients access to real-time data to monitor their campaigns’ performance, including ad plays, reach, and impression volume. These real-time insights enable advertisers to remain agile by adjusting their strategies while campaigns are in flight, ensuring business objectives are met.
How Broadsign Guaranteed Campaigns helped optimize their sales strategy and media operations
Before partnering with Broadsign, Elevision had worked with two other digital signage software providers. However, as its network expanded and its content strategy became more complex to meet advertisers’ needs, its existing solution struggled to scale with its growing business. Having found that Broadsign offered a more robust technology stack with advanced features, the company decided to onboard its network onto the Broadsign Platform.
With Broadsign’s CMS, which follows a rule-based approach rather than a playlist-based one, Elevision only requires two administrators to keep its network of over 1,900 screens up and running. One feature it particularly relies on is Broadsign Live, which allows administrators to take real-time action at a distance. With on-demand player polling, they no longer need to wait for the poll period for changes to take effect. The administrators can also capture what’s displayed on their screens in real-time through the player monitoring centre, allowing them to verify that updates or dynamic content are rendered properly.
Elevision also chose Broadsign for its campaign planning and management capabilities, accessible through the Guaranteed Campaigns module, as it’s the only solution on the market to offer real-time inventory visibility, flexible campaign types and an optimization engine all in one platform. With Broadsign’s Enterprise plan, Elevision’s sales team can now view real-time inventory availability and fill rates, as well as projected impressions and CPMs simultaneously when selecting screens. Previously, when the sales team needed to schedule upcoming campaigns, the media operations team would have to manually search screen availability for specific locations within a given timeframe through a spreadsheet.
“The ability to see inventory availability in real-time through Broadsign Guaranteed Campaigns has reshaped the sales team’s pricing activities,” said Eamon Sallam, Chief Operating Officer at Elevision. “They can now see when screens are at 90% fill rate versus 30%, giving them more confidence in how they apply their pricing and discounts. Scheduling features within Guaranteed Campaigns have also provided the sales team with valuable tools to build more tactical proposals to better meet the needs of clients.”
Furthermore, access to flexible campaign types, including share of voice and goal-based (impression, plays, budget) campaigns, has opened inventory to a new set of buyers: programmatic advertisers looking to buy guaranteed impression-based OOH campaigns. With the impression goal campaign type, advertisers can decide how many people they’d like to see their ad. Broadsign’s optimization engine enables campaigns to be dynamically reallocated across the selected inventory, ensuring delivery goals are met despite inventory availability or demand changes.
The Guaranteed Campaigns module has also helped Elevision automate much of its manual campaign management process. Using one platform for campaign planning and management has made the handoff of campaigns between sales and media operations seamless. Once the sales team has booked the campaign, the media operations team can make any necessary changes to the campaigns directly in the platform, like locations, flight dates, and creatives.
Another capability that Elevision relies on is Broadsign’s APIs to feed its custom reporting platform. Broadsign has over 100 active API integrations and is considered the most open platform in the industry, with just about every feature accessible. Using the API integrations from Broadsign’s CMS and Guaranteed Campaigns, Elevision is able to provide advertisers with comprehensive data on campaign performance.
More recently, Elevision worked on enhancing its reporting capabilities for programmatic OOH campaigns as that subset of advertisers had much higher expectations of reporting coming from online environments. Now, the media owner’s reporting dashboard not only shows ad plays, impressions and gross spend for programmatic campaigns but also audience reach and demographic segmentations, providing the same granular reporting as its directly sold campaigns.
What we can expect from Elevision in the coming years
What’s next for Elevision? The company intends to double its network in the next three years. In the UAE, it plans to add more large-format and elevator DOOH screens in another premium business district. It also plans to continue global expansion, having already installed over 100 elevator DOOH screens in a newly built luxury residential community in London.
While still ahead of the curve with real-time reporting, Elevision’s next goal is to close the gap of attribution in OOH. In collaboration with some of its advertisers, the company has begun running case studies to demonstrate how the results from OOH campaigns contribute to campaign objectives.
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