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Schroders’ DOOH-led omnichannel campaign achieves higher mobile retargeting CTR

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By Shawn Lim | Reporter, Asia Pacific

November 18, 2021 | 3 min read

Wealth management firm Schroders has worked with Yahoo to pilot an omnichannel campaign in Singapore, led by programmatic digital out-of-home (DOOH).

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The DOOH ads were strategically turned on during peak hours with high human traffic

To take advantage of pent-up demand for the outdoors as countries such as Singapore make reopening a priority, Schroders’ campaign was launched across digital screens in Orchard and the Central Business District (CBD).

The campaign, called ’Beyond Profit,’ was created to increase exposure and awareness for Schroders’ sustainable investment products and capabilities. It tapped on programmatic buying of DOOH ads and utilized targeting tools such as dayparting and weather to reach consumers in high-footfall locations at the right time.

The DOOH ads were strategically turned on during peak hours with high human traffic, and ad placements in the CBD were prioritized during office days and hours and turned off during the weekend. Ad placements in Orchard were turned on during evenings and weekends, ensuring optimal efficiency to reach as many relevant audiences as possible in high-footfall areas and timings.

The omnichannel campaign utilized mobile retargeting to close the loop and drive click-throughs to Schroders’ website, where audiences could find out more about its sustainability products and capabilities.

Audiences at 38 DOOH screens across key locations in Singapore that would have seen Schroders’ DOOH ads were also served native and display ads through Yahoo’s DSP.

Yahoo claims the campaign achieved a higher overall mobile retargeting click-through rate that is 80% higher compared to the average campaign benchmarks.

“At Schroders, we are always looking for fresh and innovative ways to connect with our audiences as we seek to make an impact through sustainable investing. Working with Yahoo on our first DOOH-led omnichannel campaign has allowed us to connect with our target audience effectively and impactfully – ensuring that they hear our message,” said Jerry Low, head of marketing for South East Asia, Schroders.

“The omnichannel campaign from DOOH to mobile provided quality and meaningful connections, through an integrated experience, that was easily scalable for growth.”

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