Driving Impact: pDOOH Success Stories and Strategies

Skyrise and The Woodland Trust: Driving Environmental Impact with pDOOH

Marketers are increasingly learning that with digital ad spend at an all-time high, success in online advertising requires support from offline channels. Control, flexibility, and real-time optimization capabilities are top priorities when it comes to selecting media channels, which is exactly why programmatic digital out-of-home (pDOOH) is the channel of choice for so many brands, agencies, and demand-side platforms (DSPs) looking to amplify their investments in online advertising. Read on to discover how Skyrise and The Woodland Trust, as well as Flow City and Face The Future, used pDOOH to achieve both online and offline results.

How Skyrise delivered a 21% uplift in revenue for The Woodland Trust using pDOOH

Speaking on the Life in Programmatic DOOH podcast, Mark Burton (business director, Skyrise) describes how pDOOH helped deliver outstanding results for The Woodland Trust as part of a cross-channel campaign including audio and social media.

The Challenge

Memberships were declining, and the effectiveness of response-orientated channels, e.g. social, was just waning because they were saturated due to a high volume of advertising from across the charity sector.

The Solution

Skyrise uses mobile network data signals to build persona-based audiences that are bespoke for each campaign. For The Woodland Trust, they targeted active individuals interested in walking and exploring, and environmentally focused or nature-loving.

Once these audiences are built, they identify the most effective channels, such as pDOOH and digital audio. For this campaign, pDOOH was the glue that immersed the audience in the campaign, providing them with a feeling of escapism through woodland imagery in busy city center environments, such as bluebells swaying in the wind. That’s something that you can’t do on small screens.

Results

They measure as much as possible, but what really matters are business metrics—in this case, memberships. The Woodland Trust achieved 15% of all charitable category searches in the locations where the campaign ran, a strong indicator of success. However, the key metric here was memberships and revenue. Their test areas outperformed control areas by 21%, delivering 2,883 new memberships and £172,980 in revenue, which was 32% above target and well above their media spend. Additionally, The Woodland Trust measured the performance of social channels in the test and control areas and saw an uplift in donation levels and membership levels in the areas where pDOOH was running.

How Flow City increased brand awareness for Face The Future by 55% in just 10 days

Dagny Lacka (co-founder, Flow City) also joined us on Life in Programmatic DOOH to explain how tactical use of pDOOH can deliver results in a short period of time without the need for huge budgets.

The Challenge

Up until last year, Face The Future only had an online presence in a crowded space competing with Boots.com and other retail giants. The brand decided to host a five-day ‘pop-up’ style physical presence in four UK cities.

The Solution

The goals for this campaign were to build brand awareness and drive footfall to specific locations at specific times. pDOOH offered us the opportunity to use hyper-local planning methods based on proximity and affinity to reach the target audience while making sure we only delivered the campaign at the times when it had the best chance of getting through to the audience. Face The Future also ran an online campaign designed to encourage consumers to pre-register for the event.

Results

The target for pDOOH was to drive an additional 1,000 people per day to each location; they drove, on average, 5,000. This was not due to a huge budget but thanks to the tactical delivery made possible through programmatic.

These campaigns highlight the importance of putting audiences first, not channels. The results achieved across all channels underscore the need to support online performance-driven advertising with audience-first strategies that go beyond online environments and reach people in the real world.