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Schroders’ Digital OOH-led Omnichannel Campaign Drives Impressive 80%+ CTR
January 27, 2022
This week, VIOOH, the leading global digital out of home (DOOH) marketplace, in partnership with Yahoo and JCDecaux Singapore, announced the results from their successful pilot programmatic DOOH omnichannel campaign with Schroders.
The digital OOH-led omnichannel campaign, which was designed to prime OOH exposed audiences online via mobile retargeting, achieved an impressive 80% higher mobile retargeting click-through rate (CTR) when compared to average campaign benchmarks. This high CTR was generated by time and day targeting and mobile retargeting both via JCDecaux’s premium screens at the Mall in Orchard and CBD street furniture in Singapore.
"We're thrilled with the fantastic results Schroders' Beyond Profit campaign achieved. The high CTR really highlights the power programmatic OOH can have as part of an omnichannel campaign," said Gavin Wilson, Chief Revenue Officer at VIOOH. "Last year was a monumental year for the growth of programmatic OOH and we’re delighted that Schroders has been able to discover the benefits of this flexible, data-driven and hyper-targeted media buying method, and we look forward to working together in the future," added Wilson.
The multinational asset management company’s “Beyond Profit” campaign ran from July to October last year. The campaign leveraged programmatic OOH and was complemented by mobile retargeting capabilities via Yahoo’s demand-side platform. The key objective of the campaign was to increase exposure and brand awareness of Schroders’ sustainable investment products and capabilities.
The campaign’s target audience was affluent consumers interested in sustainable investing. To target this audience, the omnichannel campaign ran during peak hours with high footfall traffic - with CBD adverts being prioritised during office hours and Orchard’s adverts only running during evenings and weekends.
“JCDecaux Singapore is pleased that Schroders had identified our DOOH media as their top funnel strategy, part of their omnichannel media strategy to reach their desired audiences efficiently. Through our programmatic channel, Schroders was able to achieve their objectives at key touchpoints and dayparts in premium Orchard Road and CBD locations, where their desired audience commute, work and shop,” said Lydia Lee, Revenue Strategy and Campaign Management Director at JCDecaux Singapore.
“Since the start of 2021, we have been partnering brands as they embark on their pDOOH journeys with data-driven campaigns delivering enhanced optimisation and efficiency. We look forward to welcome more brands as we expand our premium inventory at locations islandwide, including Changi Airport, offering higher audience impressions in the right places at the right time,” added Lee.
"As people in Singapore venture out and movement patterns evolve, advertisers are looking for the ability to buy across multiple channels, formats, and screens, to reach and connect with the right audiences effectively. Through our partnership with VIOOH and JCDecaux, we look forward to working with advertisers on omnichannel, data-driven, hyper-targeted, measurable, and flexible campaigns that leverage the power of DOOH," shared Carol Tay, Senior Director Sales Southeast Asia, Yahoo.
- ENDS -
Note to Editor
Source: VIOOH, State of the Nation Report, 2021
VIOOH is a leading global digital out of home marketplace.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omnichannel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 15 markets, with more to follow.
About JCDecaux Singapore
JCDecaux Singapore is a subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established in Singapore since 1999, JCDecaux Singapore is committed to bringing excellence to the Out-Of-Home medium through product innovation, high-quality design and sustainable practices.
JCDecaux Singapore has been voted by clients and agencies as the number one out-of-home media company for ten consecutive years. By developing new industry standards for an audience-based approach to campaign optimisation and measurement as well as a suite of novel creative advertising solutions, JCDecaux Singapore is leading the digital transformation of the out-of-home industry.
JCDecaux Singapore’s advertising portfolio includes over 4,000 advertising faces at Singapore Changi Airport, premium shopping malls and linkways on Orchard Road and the Business District, large format billboards, bus stops, and cinemas.
Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.