Spain - April 18 2022. Brico Depot Iberia is a DIY and home improvement chain belonging to the Kingfisher group with roughly 2,200 employees and 31 stores throughout Spain and Portugal. The company was looking to proactively showcase Father’s Day and home renovation offers through an outdoor campaign. The campaign dips a toe into the expanding pool of capabilities for programmatic digital out of home (DOOH), and by extension, all media channels - digital and traditional alike.
For this campaign, BricoDepot and Spark Foundry leveraged some of the over 430 premium digital screens in Spain provided by JCDecaux through their SSP VIOOH, with complete flexibility across dayparts and placements. They worked with Sonata Location Intelligence, Taptap’s geospatial data platform, to strategically select and activate screens based on campaign goals, like proximity to stores and target audiences. The activation, executed by trading desk PM Precision, had more than 350K impacts with 83% of the campaign concentrated in Madrid, Seville, Granada and Valencia. It also covered cities including Barcelona, Valladolid and Vitoria.
We have the screens, but how can we use data to plan and buy intelligently?
Taptap offers clients like BricoDepot a way to not only seamlessly buy digital screens programmatically, but also, through Sonata Location Intelligence (LI), to use multivariable georeferenced datasets to determine which placements to purchase and how to customize campaign settings for each. Brands and agencies can use Sonata LI to plan and buy DOOH campaigns by searching for, analyzing and grouping screens strategically. Additionally, it has a direct connection to the omnichannel DSP for simple coordination between outdoor and digital campaigns.
Searching for and grouping screens
Users search for screens according to their characteristics, locations, level of affinity to a target audience or proximity to any point of interest (like store locations or even OOH billboards). With Taptap technology, BricoDepot and Spark Foundry identified all JCDecaux street furniture screens located nearby stores with high reach among their target audiences.
Once selected, screens can be organized into groups based on any of the data points listed above. The settings for each group, including daypart, budget and creative, can be customized to create a unique strategy per screen group. BricoDepot opted to coordinate certain screens with both store hours and creative assets according to audience affinities, defined by both digital and offline behavior.
"It is important to find new ways of talking with our customers, and we know that in different regions of Spain, the conversation needs to be different. In a tough environment where product shortages and pricing is changing daily, we need to make sure our customers know how much their projects will cost and that we are there for them when they need us. We are really pleased to be working with Spark Foundry in a new media channel, challenging our perspective of media ROI for both us and the industry".
- Marta Catasus Head of Media Brico-Depôt
Analyzing a DOOH campaign
As a one to many medium, DOOH can be challenging to measure, but Sonata includes advanced reporting dashboards that display a range of information from campaign performance and delivery to impacted audiences, all of which can be organized by location (for example, campaign impressions per zip code). Data populating the dashboard comes both from Sonata LI and suppliers like JCDecaux, who share screen data like impressions, playouts and bid multipliers.
Supply and demand working together
The advanced capabilities on both the demand and supply sides make the customization of a once static medium a reality. We can analyze the audience and geographic data around premium inventory to help brands and agencies design their DOOH plans. As buying becomes increasingly open and more competitive, the importance of making decisions driven by rich data in nearly real time grows. This technology is a first to market tool to accomplish just that.
"Early adopters of DOOH, like BricoDepot and Spark Foundry, get a headstart into all the current and upcoming possibilities available - whether it’s screen searching, grouping or analysis. Location ties it all together because as long as we have a lat / long of any point to cross reference in Sonata LI, we can connect this point to not only other media channels, but also to the real and dynamic world around us, which is critical for an efficient DOOH campaign that adapts to the context. Partnering with large-scale suppliers like JCDecaux helps us to collectively offer our clients all kinds of options for their DOOH campaigns on premium, far reaching and versatile inventory".
- Álvaro Mayol, Chief of Product & Technology, Taptap Digital
"At JCDecaux, we believe that digitization and optimization based on data form the true revolution of outdoor media, both because of the way they change the very nature of OOH and for the growth and potential they offer. By making the message more relevant and by providing extensive reach to the programmatic funnel, technological innovation expands the capabilities of advertisers within the programmatic environment. Brands can now impact the right target audience with the right message at the right time. In this way, the same DSPs that enable advertisers to activate omnichannel campaigns also provide real time results and measurement, which make these activations more effective and noteworthy for the target audience".
- José Miguel Lobo Santiago, Head of Programmatic Sales, JCDecaux Spain