GroupM unveil new DOOH planning and activation platform
GroupM has launched a new data-driven Digital Out of Home (DOOH) planning and activation platform that will enable advertisers to deliver audience-based DOOH campaigns on premium sites.
The platform, called Journeys, will allow 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.
Using the platform, advertisers will be able to link online and real-world consumer behaviour, creating a richer, more accurate view of the consumer and ensuring they are reaching actual people.
The platform builds on technology and capabilities introduced when GroupM launched its programmatic DOOH marketplace, Sightline, in Australia 18 months ago.
According to GroupM, Journeys will 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. For example, around an NRL finals game, Journeys can identify a cluster of an audience that has an affinity for sport in real-time and utilising that real-time data to target sites in and around the stadium with relevant advertising.
Ryan Menezes, GroupM’s chief technology and transformation officer, said: “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 head of Sightline, said: “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 agencies Essence, Mediacom, Wavemaker and Mindshare, and covers 100% of Australia’s programmatic DOOH inventory.
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