Schroders’ Digital OOH-led Omnichannel Campaign Drives Impressive 80%+ CTR
by on 28th Jan 2022 in News
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. 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 day parts in premium Orchard Road and CBD locations, where their desired audience commute, work, and shop,” said Lydia Lee, revenue strategy and campaign management director, JCDecaux Singapore.
“Since the start of 2021, we have been partnering brands embarking on their DOOH journeys with data-driven campaigns delivering enhanced optimisation and efficiency. We look forward to welcoming 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.”
Carol Tay, senior director sales, Southeast Asia, Yahoo, added, "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."
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