LIVE BOARD, Porto, Dentsu
Paravi, an exciting new Japanese online video service, wanted to increase brand awareness and brand lift of it’s platform across three different media channels - then measure an increase in brand lift.
They took this omnichannel approach in order to see how each channel played a role in the marketing mix and determined the synergies between each of them. This was the first time Paravi had included DOOH in their campaign mix.
We began by identifying precise DOOH inventory powered by the Hivestack SSP, which features exclusive access to the largest premium DOOH inventory in Japan via LIVE BOARD. The target audience was TV affinity audiences.
We were then able to offer a variety of geotargeted locations as a part of this holistic, multi-channel approach to get maximum reach and impact. Then that inventory was combined with online and connected TV buys for a true omnichannel mix that set Paravi up for a multiplier effect.
To measure the true impact of this campaign across DOOH, online and connected TV, we were able to leverage DOCOMO’s clean room solution (“DOCOMO Data Square, also known as DDS - which enabled Paravi to measure triple-media attributions based on trusted DOCOMO’s unique and trusted Mobile IDs).
Running a combination of online and DOOH creative delivered by Japanese local omnichannel DSP (Porto), which connects to LIVE BOARD Marketplace, as well as TV advertisements led by Dentsu, the integrated ad exposure data was then ingested into DDS to analyze and align attribution of each media channel.
Post-campaign, we then:
Analyzed DOOH’s contribution to the overall brand lift score
Calculated the brand lift score and developed comparisons between one, two and three channels of media
Then calculated the brand lift score comparison between single and triple media under the same total frequency level
The results of this campaign supported the assumption that DOOH media did drive more awareness and brand lift. Driving significantly increased results when compared to other individual channels.
Significant brand lift contributions were seen in multiple indexes on all three channel media exposure (TV + online + DOOH) rather than running individual channels at higher weights
The more the audience was exposed to different types of media, the more the brand lift score increased