Yahoo have delivered its pilot programmatic digital out-of-home (DOOH) omni-channel campaign with global asset and wealth management company, Schroders - a first for both brands in Singapore and Southeast Asia. Running from July to October, Schroders’ “Beyond Profit” campaign leveraged programmatic DOOH complemented by mobile retargeting capabilities over Yahoo’s omni-channel demand-side platform (DSP) to increase brand awareness, engage the right audiences and influence consumer behaviours.

As countries make reopening a priority and consumer optimism grows, the once deserted streets are now seeing a semblance of the old reality, albeit the hustle and bustle with masks-on and social distancing. With pent-up demand for the outdoors as a growing number of people head out and spend more time outside of their homes, the allure of DOOH is growing on advertisers as a key channel that surrounds and enhances the physical environment of audiences, wherever they are. 

“Programmatic DOOH is shaping the future of OOH, bringing the benefits of digital channels to the traditionally place-based medium and significantly lowering costs and barriers to entry typically associated with OOH media buys. Now, advertisers can combine the high impact of DOOH, in high-footfall locations, into omni-channel campaigns that are agile and scale quickly, reaching their audiences in hyper-targeted ways that seamlessly complement their daily habits,” shared Carol Tay, Senior Director Sales Southeast Asia, Yahoo.

With access to premium DOOH screens across Singapore through Yahoo’s omni-channel DSP, the campaign was launched across digital screens in Orchard and the Central Business District (CBD). Leveraging Yahoo’s omni-channel DSP and programmatic tools, the campaign sought to increase exposure and awareness for Schroders’ sustainable investment products and capabilities. 

The DOOH-led omni-channel campaign tapped on programmatic buying of DOOH ads and utilised 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; ad placements in the CBD were prioritised during office days and hours and turned off during the weekend; while 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 frictionless omni-channel campaign utilised mobile retargeting to close the loop and drive click-throughs to Schroders’ website where audiences could find out more about their 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.

“We are thrilled to partner Schroders in a campaign that harnessed Yahoo’s DSP for an impactful DOOH-led omni-channel campaign. 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. We look forward to working with advertisers on omni-channel, data-driven, hyper-targeted, measurable, and flexible campaigns that leverage the power of DOOH,” added Tay.

“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 omni-channel campaign has allowed us to connect with our target audience effectively and impactfully - ensuring that they hear our message. The omni-channel campaign from DOOH to mobile provided quality and meaningful connections, through an integrated experience, that was easily scalable for growth.” shared Jerry Low, head of marketing for Southeast Asia, Schroders.

This first DOOH-led omni-channel campaign with Schroders builds on Yahoo’s continuing growth in DOOH and emerging channels through its DSP, as it continues to unlock meaningful ways for brands to connect with the right consumers. With access to more than 320 premium DOOH screens across Singapore through its partners, including VIOOH and Vistar Media, Yahoo will soon be expanding its DOOH inventory to high-footfall areas such as the airport.