As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign.
The study conducted by customer intelligence platform Lifesight, looked at the performance over a four-month period by correlating the exposed mobile ID’s who had the opportunity to view a QMS digital outdoor site before booking and taking a trip to the advertised destination.
QMS’ GM of Programmatic & Large Format, David Sutherland said these results demonstrate how clients are embracing the way in which pDOOH can be utilised effectively into their broader media campaigns.
“What these results demonstrate is that pDOOH is allowing advertisers to deliver true attribution for an OOH campaign, which will open the door to extend its use beyond just an awareness medium to one that can continue to deliver high impact further down the traditional marketing funnel, as we experienced with a high involvement category such as Tourism and Travel.
“With the customer at the centre of what we do, our focus for the last three years has been to collaborate with all DSP’s and SSP’s to provide a truly agnostic approach for agencies and advertisers. We see the potential in how pDOOH can enhance the media mix of campaign with real results and view this as major step forward in helping propel the overall growth of the OOH sector here in Australia,” Said Mr Sutherland.
Through its extensive test and learn phase, QMS has delivered more than 150 pDOOH campaigns across its digital network of large format billboards, street furniture, airport and retail locations, however the fast tracking of its mobility data offering through COVID-19 saw client interest accelerate.
Working with leading SSP providers such as Hivestack, Vistar, Broadsign as well as direct access to major DSP’s, QMS is helping progress the industry as the only major OOH provider operating across all modes of programmatic buying including open exchange, private marketplace and guaranteed.
Sutherland added, “We live and breathe everything digital at QMS. We helped lead OOH’s digital revolution seven years ago and now we view pDOOH as the next big wave of growth as marketers and creatives begin to unlock out of home for its true digital potential.
“The pDOOH journey for outdoor in Australia has well and truly set sail. Despite the global pandemic, we again saw double digit growth in pDOOH for our business in 2020 and we are on track to see that grow exponentially this year as we bring traditional digital media spenders into OOH and help existing spenders in the sector with simple programmatic opportunities that enhance their traditional activity.”
In 2020 QMS also joined the iAB as the first major outdoor media provider and will also sit on its newly created DOOH taskforce, formed to help educate Australian advertisers and agencies on the true value of DOOH as an emerging programmatic channel.
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