Month: June 2019

Product News | October 11, 2021

How Starlite Media elevates the shopping centre experience with DOOH

Across America, shopping centres anchored by grocery stores, big box stores, pharmacies, and other businesses draw tens of millions of consumers each day. These consumers are a group prepared to transact on location, but who are likely also growing accustomed to information-rich shopping experiences in the online space.

For brick and mortar stores, one of the keys to maintaining or establishing strong connections with this audience is to meet, in real time, its demand for information on available products and services. With its growing network of intelligent digital out-of-home screens placed at and around shopping centres, Starlite Media believes it has found a solution that will do just that.

Toward a digital future

Since starting out in the out-of-home space in 2003, Starlite has built up a strong stable of static inventory and locations at outdoor shopping centres. Around 2014, however, the company began to focus on the future of digital and the opportunities that could come from replacing static inventory with dynamic, intelligent tools for communicating with audiences. Beginning in 2019, Starlite began replacing signs in its most prominent locations with digital screens.

A test conducted with the help of Nielsen has shown this migration to digital to be an excellent choice. In mid-2019, Starlite placed digital and static advertising for a national cereal brand in Starlite’s locations, comparing resulting sales lift between the formats. Where static achieved a solid 8% lift, digital’s lift reached even higher, to 14.5%. According to Nielsen, both outperformed in-store, TV, radio, and online advertising.

With an expected count of 500 screens deployed in New York and other critical markets within the next 12 months, and several thousand more on the way within the next couple of years, the company is eager to build on its early success in digital and deliver new opportunities to retailers at its locations.

There where people transact

Every one of Starlite’s screens is at a shopping centre that includes a grocery store, as well as pharmacies, restaurants, and other sorts of retail establishments. With Starlite’s screens given prominent placement at these shopping centres, it offers media buyers an enhanced ability to connect with shoppers right before they go to make a purchase. The screens are a great way to deliver valuable information about products and services through a compelling medium, making it easier to raise awareness and even fuel impulse purchases.

Better still, with the vast majority of shoppers heading directly home after going to the grocery store, memorable advertising on Starlite’s displays can lead to a quick turnaround for at-home searches, or even online transactions. Brands around the world are seeking out multichannel marketing opportunities that incorporate both DOOH and mobile or online advertising, and Starlite’s unique market means it is in a good position to benefit.

The sights and sounds of DOOH success

With its move into digital, Starlite is hard at work ensuring its network delivers on all the features advertisers want. The company’s screens all offer full-motion video, some up to 4k, and audio playback capability. It’s a feature set that holds a great deal of appeal for advertisers of all kinds, but the company also foresees the entertainment industry, and particularly companies in the film space, being particularly drawn to the multimedia potential of these screens for trailers and other ads that incorporate sound.

For all the benefits of that sort of flashiness, it’s the potential beyond the display that Starlite finds the most exciting about the DOOH space. Audience analytics features and detailed campaign reporting are must-haves for the national and global brands that typically advertise on the company’s displays. By ensuring its data are accurate and third-party verified, the company is seizing its opportunity to provide the data-driven insights that advertisers crave, and to build a sterling reputation within the industry.

Given time, they believe that this approach will help win them and other forward-thinking DOOH networks a large slice of the ad budgets commonly devoted to online advertising today.

Starlite and Broadsign

Wanting to ensure its entry to the DOOH space was done correctly, the company spent years evaluating software options before settling on adopting the complete Broadsign platform. This includes Broadsign Control for content management, Broadsign Direct to manage sales and inventory, Broadsign Reach to enable programmatic transactions, Broadsign Publish to enable local content management and Broadsign Control Live for instant control over network health and playback.

By adopting this suite, Starlite is enabling putting in place all the pieces it needs for a successful, aggressive DOOH expansion. Critically, intelligent playback will help ensure the right content is played on the right screens at the right times, while integrated sales and inventory through Broadsign Direct drastically reduce time spent on RFPs and inventory management. The company will also be able to attract new buyers and different kinds of campaigns by enabling data-driven, programmatic transactions through Broadsign Reach.

Finally, Broadsign’s compatibility with a wide array of services, like the Quividi audience analytics platform, ensures Starlite can bake all the intelligence and features they want into their network. As the company’s network grows, it will be empowered to maintain the high levels of efficiency and quality that will set it apart.

Product News | October 11, 2021

How BMW Sweden’s first programmatic digital out-of-home campaign drove a 68% increase in dealership visits

German-based automotive brand BMW, known for its luxury vehicles and commitment to innovation, launched its first programmatic digital out-of-home (pDOOH) campaign in Sweden. The initiative was a strategic move to elevate the brand’s presence in this priority market and drive measurable results for its plug-in hybrid BMW 330e Touring.

Objective

The campaign aimed to boost awareness of BMW’s limited-time leasing offer while driving foot traffic to 29 dealerships across Sweden. To measure the campaign’s effectiveness on KPIs like ad recall, brand preference, attribution, brand image and action, a comprehensive brand lift study was conducted in collaboration with Broadsign and Happydemics. Additionally, a foot traffic attribution study, executed in partnership with Broadsign and Spotzi, provided insights into the uplift in showroom visits directly attributable to the campaign.

Strategy 

Screens were strategically activated in high-traffic malls, subways, and urban panels near BMW dealerships, maximizing visibility among professionals likely to visit the showrooms. Orchestrated by Mediaplus, the campaign seamlessly integrated DOOH ads via Broadsign’s SSP and Vistar Media DSP, unlocking access to premium Clear Channel Sweden inventory. Mediaplus’ expertise in planning and execution, combined with Broadsign and Vistar Media’s advanced technology for targeting and optimization, ensured the campaign delivered maximum reach and meaningful engagement across key locations. 

Results 

To assess the campaign’s impact on brand metrics, a brand lift study was conducted in partnership with Broadsign and Happydemics, focusing on key brand metrics. Audiences within a viewable area near campaign screens were surveyed, with uplift measured by comparing responses from non-ad-recallers (control group) and ad-recallers (exposed group). 

Boost in brand preference

The campaign significantly boosted brand preference, delivering a 156% uplift when comparing ad recallers to non-recallers. Overall, 41% of those who recalled the ads indicated a preference for BMW over its key competitors, highlighting the campaign’s effectiveness in swaying consumer opinion.

Powerful ad recall 

The strategic placement of ads in malls, subways and urban panels resulted in repeated exposure, leaving a lasting impression on the target audience. The campaign achieved 6.9M impressions and 4.5M ad plays, with 53% of ad recallers reporting that they saw the ad multiple times, reinforcing the message and enhancing brand recognition.

Significant Brand Attribution

BMW’s strong visual identity played a crucial role in the campaign’s success, with 61% of ad recallers correctly attributing the ad to the brand. The campaign’s impact was further underscored by an 11% uplift in attribution, demonstrating the ads’ ability to capture and retain consumer attention. These attribution results ranked in the top 15% worldwide for Automotive DOOH campaigns measured by Happydemics. 

Big Impact on positive brand image 

The campaign successfully shifted ambivalent perceptions, with a notable decrease of 28% among neutral consumers. 48% of ad recallers now hold a positive or very positive impression of the brand — a 188% uplift. According to Happydemics, the campaign ranked in the top 10% for brand image uplift among DOOH campaigns in the Automotive category. 

Inspired consumer action 

Beyond raising brand awareness, 55% of ad-recallers intended to take action on what they saw, representing a 450% uplift. Specifically, 17% of ad recallers expressed intent to purchase BMW products, while 15% planned to look up reviews, showcasing the campaign’s effectiveness in driving both interest and intent.

DOOH drove customers to dealerships

A foot traffic study was conducted in collaboration with Broadsign and Spotzi to measure the impact of the campaign on dealership visitation. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a BMW dealership location.

The campaign led to a 68% increase in visits to BMW dealerships among exposed consumers, with about half of the visits occurring the day after exposure and the remainder within 10 days. 

Nearly every dealership measured saw a rise in foot traffic, demonstrating the campaign’s powerful influence on consumer behaviour. While larger, high-traffic dealerships experienced the most significant gains, several mid- and lower-volume locations rose to the top. Moreover, DOOH assets closest to dealerships had the strongest impact. The campaign’s success was evident across the dealership network, highlighting programmatic DOOH’s ability to deliver consistent results in multiple regions. 

Want the campaign highlights? Check out the infographic below.


Product News | October 11, 2021

Out-of-Home in 2025: Advertising trends to watch from industry experts

Following a record-breaking third quarter, out-of-advertising (OOH) is projected to grow by over 5% in 2025, according to MAGNA—setting the stage for an exciting year ahead. This year’s DPAA Video Everywhere Global Summit offered an exciting glimpse into the trends shaping the industry’s growth. We had the chance to connect with key voices from brands, agencies, data partners, media owners, and more to hear their insights firsthand.

From new tech, data-driven insights, and programmatic innovations, here’s a look at the big themes to watch as OOH prepares to make a major splash over the next twelve months. 

Programmatic DOOH will continue to expand opportunities for advertisers and media owners

With a surge of new players and creative formats, OOH advertising is becoming more versatile and innovative than ever. Programmatic digital OOH (pDOOH) technology is largely to thank for this, streamlining advertisers’ entry into the space by enabling more targeted, data-driven campaigns. 

Adam Malone, President & Co-Founder of Screenverse, predicts a significant shift for media owners in the pDOOH space in 2025. “Nowadays, media owners can activate 10, 15, 20 screens in a market with a lot of demand. With access to programmatic exchanges, they can monetize those first screens immediately. This will drive significant opportunities over the next three to five years, with many niche players emerging across specific venue types. Programmatic will continue to be a massive driver of opportunity for the media owners, but also an important access point for advertisers and agencies so that they can come in and experience the power of digital out-of-home,” says Malone. 

With momentum continuing to build in pDOOH, advertisers are spotting new ways to bridge DOOH with channels like connected TV (CTV), a medium expected to see further growth in 2025. Strengthening the synergy between these channels will be a key trend as the industry works to unlock its full potential together. “We’ve seen consistent growth throughout 2024,” says Mary Perrella, VP of Media and Marketing at Vengo Labs, “We’ll likely see OOH play a bigger role in amplifying CTV’s reach by extending campaigns into physical spaces, helping brands deliver cohesive messaging across in-home and out-of-home screens.”

The gap between online and offline attribution is narrowing

Ali Broback, Chief Client Officer and Partner at ODN agency, emphasizes that while tracking outcomes like app downloads or web traffic is straightforward for advertisers, the next important step is to accurately measure OOH efficacy, “Brands and agencies understand that attribution is now a part of the OOH industry. It’s easy to prove app downloads or web lifts, but what will be exciting next year is seeing how we can track actual impressions delivered at the end of a campaign instead of banking on what was projected,” she comments.

Remco Dolman, CEO and founder of Spotzi agrees, highlighting the need for OOH to mirror the audience-targeting capabilities of online advertising. “There’s a wealth of data available—foot traffic, car data, and more—and we can collaborate with brands and retailers to access their data as well,” he says. “With CTV, out-of-home is becoming less siloed. We’re now able to measure two verticals in a more unified way, and I believe we’ll see a similar integration between OOH and online media in the future.”

Jonathan Mark, Managing Director of USA & Canada at Worldcom OOH, is equally optimistic about how data is transforming DOOH targeting. “We’re getting closer to making that one-on-one connection in OOH. If you look at over-the-top media (OTT), it’s about reaching specific households. OOH is getting better at leveraging data to improve targeting, like pinpointing where and how to connect with consumers at the moment of impact.”

Sustainability in media continues to be a growing priority, especially among advertisers

Sustainability is now a focal point in the media industry, reflecting a shift towards innovative products and solutions that prioritize environmental responsibility. As part of this movement, agencies are actively exploring new ways to make media planning and campaigns more sustainable. Stephanie Scheller, Managing Partner of Sustainable Solutions EMEA at Omnicom Media Group (OMG), shares that Omnicom has taken a significant step by establishing a sustainability consultancy staffed with experts in environmental studies. Combined with OMG’s media expertise, they aim to offer the best of both worlds when it comes to conscious yet effective media strategies.

“Our number one priority is effective media planning,” Stephanie says. “You can create the greenest media plan, but if you’re not reaching your target audience, you’re producing carbon emissions for no reason. We’re here to help [advertisers] make decisions that are both sustainable and impactful.” To support this, Omnicom has developed innovative tools to help optimize media mixes based on traditional key performance indicators (KPIs) and carbon emissions, allowing for more sustainable choices within existing strategies. 

Experts agree that in 2025, even more brands and agencies will choose media partners who prioritize sustainability, like those using green electricity or recyclable materials to lower carbon footprints. As new regulations make sustainability a “must-have” rather than a “nice-to-have,” change management and education will be essential in helping clients and stakeholders navigate these shifting expectations and requirements.

READ ALSO: See the latest update on Broadsign’s sustainability journey

Retail media is set to thrive as in-store media makes its mark

Retail media is expected to comprise two-thirds of a projected $67 billion in media ad spending by 2025, according to eMarketer. This surge is driving significant interest in in-store retail media, an area predicted to see major growth next year as retail media networks expand. As retailers look for ways to diversify revenue streams and optimize both in-store and digital experiences, brands will also continue to look for ways to reach audiences in-store with relevant and engaging messaging, especially as physical shopping remains a key part of the purchasing journey.

Jonathan Franco, Sales Director, Retail Media at Broadsign, envisions the future of retail media as one where physical stores transform into dynamic multimedia environments. Data-driven insights will play a key role in helping retailers refine marketing strategies, optimize store layouts, and manage inventory more efficiently. This approach also opens the door to programmatic bidding on digital in-store advertising, providing retailers with a smarter way to monetize.

“We expect programmatic retail media buying to grow, creating opportunities for advertisers to automate and optimize ad placements across both digital and physical retail spaces while keeping control,” says Jon. “This will make retail media more accessible for brands of all sizes and improve campaign efficiency. AI will be central to this transformation, enabling brands to refine campaign strategies, improve attribution models, and dynamically adjust messaging in real-time for better ROI.”

Franco also emphasizes the growing importance of blending physical and digital touchpoints, stating, “Retailers have the opportunity to blur lines between shopping and media consumption, creating consistent omnichannel experiences that engage consumers wherever they are. By turning stores into content-driven environments, retailers can operate more like media companies, using every touchpoint as an opportunity to connect with their audience.”

“When we talk about bringing our in-store signage into the media ecosystem, it’s really about capitalizing on data,” explains Malone. “How can we enrich our digital screens in and around retail locations with the data that CPG brands use to determine the best return on ad spend? It’s not just about putting video on those screens—it’s about using data and context to maximize impact.” Integrated with digital tools, in-store media gathers valuable customer behaviour and preferences data, enabling more targeted and effective campaigns.

With momentum building and new opportunities on the horizon, 2025 promises to be a standout year for OOH. From advancements in programmatic technology to deeper integration with digital channels like CTV, OOH is capturing more attention—and ad spend. Automation, data-driven insights, and new creative formats are levelling the playing field with other media, offering advertisers fresh ways to connect with audiences in meaningful, measurable ways. 

Interested in running creative and impactful DOOH campaigns in 2025? Connect with us today.