GroupM Australia has launched a custom-built, data-driven Digital Out of Home (DOOH) planning and activation platform.
Called Journeys, it enables advertisers to deliver audience-based DOOH campaigns across premium sites.
The tool 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 to unlock growth for GroupM clients.
This enables advertisers to link online and real-world consumer behaviour creating a richer, more accurate view of the consumer and ensuring they are reaching people – not panels.
The platform builds on technology and capabilities introduced when GroupM launched its Programmatic DOOH Marketplace, Sightline, in Australia 18 months ago.
According to GroupM, currently one third of global Outdoor inventory is digital, with the number of digital OOH sites expected to grow significantly in Australia in the coming years. Programmatic is fuelling the evolution of OOH, enabling enhanced targeting, performance optimisation, responsive creativity, omnichannel integration, and outcome driven strategies.
Using Journeys can 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.
As an example, the company noted that 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.
For a retail client, Journeys can allow GroupM agencies to target visitors within proximity to store and update messaging in real time with trending products, relevant promotional messaging and price point details using our Sightline Marketing Science features.
To target movie-goers, Journeys can match audiences who have recently visited movie theatres to specific locations and identify relevant nearby OOH screens that will maximise campaign reach and effectiveness.
Across a leading fashion brand in Australia, Sightline has achieved 19% Increase in Purchase Intent and 1.9x uplift in dealership visitation using addressable DOOH content with dealer location information for a leading automotive brand.
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,” Menezes added.
James Lambert, GroupM head of Sightline, says: “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, bringing intelligent audience-led planning, creative strategy, activation on premium inventory in premium environments, omnichannel addressability, and reliable measurement and attribution.
Sightline covers 100% of Australia’s Programmatic DOOH inventory, giving advertisers access to quality digital environments and formats, including roadside billboards, street furniture, retail and place-based digital locations.