In collaboration with Taptap Digital
Ahead of ATS Madrid 2022, Emma Gold of Taptap Digital explains how programmatic DOOH was successfully leveraged by Brico Depot Iberia, and how Taptap’s Sonata Location Intelligence helped the company choose the right screens to reach its target audience.
Brico Depot Iberia is a DIY and home improvement chain owned by the Kingfisher Group with approximately 2,200 employees and 31 stores across Spain and Portugal. The company was looking to proactively showcase Father’s Day and home improvement offerings through an outdoor campaign. The campaign dips a toe into the growing pool of capabilities for programmatic digital out of home (DOOH) and, by extension, all media channels – digital and traditional.
For this campaign, Brico Dépôt and Spark Foundry operated some of the more than 430 premium digital screens in Spain supplied by JCDecaux through their VIOOH SSP, with full flexibility on time slots and locations. They worked with Sonata Location Intelligence (LI), Taptap’s geospatial data platform, to strategically select and activate screens based on campaign objectives, such as proximity to stores and target audiences. The activation, executed by the PM Precision trading desk, had over 350,000 hits, with 83% of the campaign concentrated in Madrid, Seville, Granada and Valencia. It also covered cities such as Barcelona, Valladolid and Vitoria.
We have screens, but how can we use data to plan and buy smarter?
Taptap offers customers like Brico Depot a way to not only seamlessly purchase digital screens programmatically, but also, through Sonata LI, to use multivariate geo-referenced datasets to determine which locations to buy and how to customize settings. campaign for everyone. Brands and agencies can use Sonata LI to plan and buy DOOH campaigns by strategically researching, analyzing and grouping screens. Plus, it has a direct connection to the omnichannel DSP for easy coordination between outdoor and digital campaigns.
Find and group screens
Users search for screens based on their characteristics, location, level of affinity with a target audience, or proximity to any point of interest (like store locations or even OOH billboards ). Using Taptap technology, Brico Dépôt and Spark Foundry identified all the JCDecaux street furniture screens located near stores with a high impact on their target audiences.
Once selected, screens can be organized into groups based on any of the data points listed above. The settings for each group, including time slot, budget and creation, can be customized to create a unique policy per screen group. Brico Dépôt has chosen to articulate certain screens with both opening hours and creative assets according to the affinities of the public, defined by both digital and offline behaviors.
Marta Catasus, Media Manager, Brico Depotsays “Beyond our goal of maximizing coverage with our target audience to communicate our value proposition, we are obsessed with impacting the right audience at the right time to outperform the competition. For this reason, it is essential for us to include innovative activations such as these in our media strategy, which leverage all the capabilities cutting-edge technology has to offer, including further refining our impact on audiences. target. We work hand-in-hand with Spark Foundry daily to understand how we can use these capabilities and innovation to maximize results. »
Analyze a DOOH campaign
As a one-to-many medium, DOOH can be difficult to measure, but Sonata includes advanced reporting dashboards that display a range of information – from campaign performance and delivery to relevant audiences – all of which can be organized by location (for example, campaign impressions by postal code). The data that populates the dashboard comes from both Sonata LI and vendors like JCDecaux, who share screen data such as impressions, spreads, and bid multipliers.
Supply and demand work together
Advanced capabilities on both the demand and supply side make customization of a once static medium a reality. We can analyze audience and geographic data around premium inventory to help brands and agencies design their DOOH plans. As buying becomes more open and more competitive, the importance of making decisions based on rich, near real-time data increases. This technology is a first tool on the market to accomplish this.
Alvaro Mayol, Chief Product and Technology Officer, Taptap Digitalsays “Early adopters of DOOH, like Brico Depot and Spark Foundry, have a head start on all current and future possibilities available – be it screen search, grouping or analysis. Location ties everything together, because as long as we have a lat/long of any point to intersect in Sonata LI, we can connect that point not only to other media channels, but also to the real, dynamic world that surrounds us, which is essential for an effective DOOH campaign that adapts to the context. Partnering with large-scale vendors like JCDecaux helps us collectively offer our customers all kinds of options for their DOOH campaigns across premium, expansive and versatile inventory.”
JCDecaux Spain: “At JCDecaux, we believe that data-driven digitization and optimization is the real revolution in outdoor media, both in the way it changes the very nature of OOH and in the growth and potential it offers. By making the message more relevant and expanding the reach of the programmatic funnel, technological innovation expands the capabilities of advertisers within the programmatic environment. Brands can now reach the right target audience with the right message at the right time. In this way, the same DSPs that enable advertisers to activate omnichannel campaigns also deliver real-time results and metrics, making those activations more effective and remarkable for the target audience. »
ATS Madrid 2022 will take place on May 11 at the Comunidad de Madrid. Tickets and more details are available through the ATS Madrid 2022 events hub.
Featured image of the campaign provided by JCDecaux