GroupM Australia has launched a custom-built, data-driven Digital Out of Home (DOOH) planning and activation platform that enables advertisers to deliver audience-based DOOH campaigns across premium sites.
Called Journeys, the tool allows GroupM agencies Mindshare, Wavemaker, Essence and MediaCom to leverage more than 500 audience segments, over 2,300 points of interest, and millions of geo location powered data points to unlock growth for GroupM clients.
Using Journeys can help advertisers push the boundaries of DOOH planning and enable targeting audiences in real time, updating premium sites in proximity to retail outlets with trending products, or tailored messaging.
The platform builds on technology and capabilities introduced when GroupM launched its programmatic DOOH marketplace, Sightline, in Australia 18 months ago.
Currently one third of global outdoor inventory is digital, with the number of DOOH sites expected to grow significantly in Australia in the coming years. Programmatic is fuelling the evolution of OOH, enabling enhanced targeting, performance optimisation, responsive creativity, omnichannel integration, and outcome driven strategies.
Ryan Menezes, GroupM’s chief technology and transformation officer, says: “Outdoor spaces have a new energy post-pandemic, and programmatic DOOH gives advertisers a significant opportunity to connect with audiences.
“Journeys allows for more precise data-informed audience targeting taking the guessing game out of campaign planning and enabling advertisers to get more value out of their DOOH investments.
“We can now provide precision at an individual screen level to understand the audience movement patterns to choose the right inventory at the right time. In other markets, we’ve seen these planning mechanics deliver on average 30% more efficiencies against target audiences, and we expect the same trends here in Australia.”
James Lambert, GroupM’s head of sightline, says: “With true DOOH and programmatic expertise, Sightline takes the scale and impact of DOOH and combines it with the digital capabilities of precision and flexibility.
“Now with Journeys, we’ve combined this people data with DOOH screen data to create a complete view of the DOOH ecosystem and target people – not panels. This allows for DOOH to be more addressable, more accountable and more attributable than ever before, and deliver advertisers even greater ROI."
Since launch, Sightline has successfully run more than 160 campaigns for 52 clients on behalf of GroupM’s agencies. Sightline covers 100% of Australia’s Programmatic DOOH inventory, giving advertisers access to quality digital environments and formats including roadside billboards, street furniture, retail and place based digital locations.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.