A CASE FOR EXPANDING INTO EMERGING CHANNELS
MediaCom Australia was looking for new ways to help their clients reach audiences outside of traditional OOH and digital channels, ultimately looking to programmatically light up digital OOH screens across the country. Many of MediaCom’s clients were looking to target their demographic more granularly and compliment existing OOH tactics.
Integrating the mPlatform where applicable
Build custom audience segments and geofences
Identify high concentrations of target devices and optimal screens based on audience movement patterns
Leverage Hivestack’s DSP to bid only high density areas based on our above analysis
Measure lift by comparing control group data with exposed group data
Since launching the partnership MediaCom has activated over 30 pDOOH campaigns to date across almost all categories, delivering marketing leading results for our clients. OOH is always a one to many medium, pDOOH dramatically increased how brands engage in-target audiences, and most importantly, optimize and measure DOOH campaigns - in one case, delivering 4.6x more on target impressions than booking direct.