Why trust us with your DOOH and programmatic DOOH campaigns?
Our expert team in media strategy and programmatic designs bespoke campaigns, optimised in real-time and aligned with your strategic objectives. Our mastery of these digital ecosystems and media buying platforms enables us to design DOOH campaigns that maximise impact at every touchpoint.
Would you like to maximise the impact of your outdoor advertising and tap into the full potential of DOOH and programmatic? Let's talk about it !
Case study: King Jouet Belgium and the impact of programmatic DOOH
Context: We ran several programmatic DOOH campaigns for our client King Jouet Belgium to promote three key activations: Black Friday, Saint Nicholas, and the Kid'ultes commercial operation.
The objective: Maximising visibility and impact in Wallonia and Flanders.
This campaign demonstrated the effectiveness and power of programmatic advertising for retail, with the aim of reaching a broad and relevant audience.
Integrating perfectly into an omnichannel strategy, this activation of 136 screens across more than 100 strategic locations has enhanced the attractiveness of promotions, brand recall, and generated traffic to points of sale.
Results:
- Reputation: +32 points
- Creative score: +46% points
- Preference: +20 points
This activation confirmed the effectiveness of programmatic DOOH for developing King Jouet's brand awareness and image among the Belgian target audience, thereby strengthening its market positioning.
Programmatic DOOH: A data-driven and high-performing device
This display system combines the power of digital screens with the automation and precise targeting capabilities of programmatic advertising.
Its main strengths:
- A meteoric rise in 2024: growth of +23.5% Q3 compared to 2023Source : Alliance Digitale Programmatic Barometer).
- Automation and flexibility: real-time adaptation to refine targeting, according to the time, weather or crowd levels.
- Precise contextual targeting based on location or demographic profile.
Digital Out-of-Home (DOOH): a powerful lever for your media strategy
One study conducted by Ipsos and JCDecaux highlights the effectiveness of DOOH and OOH in terms of advertising attention. On average, an individual pays attention attention on a 3.5-second advertising frame, and 25 % frames even exceed 5 seconds. This average duration reaches 4.5 seconds for digital street furniture, which particularly enhances 5 or 6-second content in DOOH.
Furthermore, 100% of study participants spotted poster campaigns at least once during a 30-minute walk, confirming that optimal visibility is guaranteed for every passer-by. In an urban environment, this sustained visibility is a major asset for brands.
Why include DOOH in your media strategy?
Digital Out-of-Home (DOOH) is now an essential tool for amplifying the impact of your campaigns. It combines visibility, innovation, and relevance, while adapting to new usage patterns and dense urban environments.
A captive and engaged audience
Digital screens capture attention more effectively. Thanks to dynamic visuals, whether videos or 3D animations, DOOH catches the eye of passers-by more.
Strategic and targeted coverage
Digital displays offer broad coverage, particularly in densely populated urban areas where outdoor advertising is ubiquitous. Whether in a shopping centre, a train station or in the city centre, DOOH reaches a large audience, thereby increasing campaign reach.
An immersive and memorable format
Unlike traditional advertising, DOOH paves the way for richer creative expression. It allows for the creation of more interactive, immersive, and engaging campaigns.
Furthermore, it is an ideal testing ground for brands that wish to stand out in a crowded media landscape.