APG|SGA is running Switzerland’s first programmatic digital out-of-home campaign using Google DV360, in partnership with Swisscom’s Wingo

Programmatic Digital Out of Home (PDOOH) is one of the industry’s major growth drivers. APG|SGA, Switzerland’s leading outdoor advertising company, has been using VIOOH’s international Supply Side Platform (SSP) since its launch in 2019. Over 40 Demand Side Platforms (DSPs) worldwide are connected to this platform. Since December 2023, DV360 (Google’s DSP) has also been available for Digital Out of Home, meaning campaigns can now be booked via VIOOH. The first exclusive PDOOH campaign in Switzerland using Google DV360 was successfully implemented with Wingo as the client, Mediaschneider as the media agency and APG|SGA as the provider.

The PDOOH campaign launched on 14 December 2023 with Wingo’s ‘BrandDay’. Over 550 ePanels and 43 eBoards from APG|SGA were used to display moving images. Google DV360’s DSP and VIOOH’s SSP ran the campaigns programmatically based on predefined criteria. With over 4.1 million impressions and a reach of 20% in just one day, Wingo achieved maximum visibility in German- and French-speaking Switzerland at the campaign launch. From 15 December 2023, specific geo-targeting was used to display content on ePanels and eBoards located in the immediate vicinity of Wingo’s competitors. The aim was to encourage the young target audience to switch providers. The campaign was supplemented with additional audience targeting. On weekdays, the campaign focused on commuters, whilst at weekends the focus was on Christmas shoppers. Between 15 and 19 December 2023, over 8 million impressions were generated, achieving a reach of 34 per cent.

Michael Jakob, Communications Functional Lead at Wingo, is delighted with the results and says: “As a curious marketer, I’m always open to new and innovative approaches to media buying. Together with Google and APG|SGA, we’ve utilised the most advanced technology on the market and achieved an enormous reach in a short space of time, which was extremely important given such a short campaign duration. The results were astonishing. As first movers, we’re excited to see what the near future holds for us.”

Yves Mäder, Head of Data Solutions and Platforms at Google, is very satisfied with the implementation by APG|SGA and VIOOH and says: “We are delighted that, together with APG|SGA, we are able to offer programmatic digital out-of-home campaigns on the Swiss market via Google DV360.”

Gavin Wilson, Global Chief Customer & Revenue Officer at VIOOH, says: “Programmatic is the ideal channel for accessing APG|SGA’s high-quality DOOH inventory easily and flexibly. It’s impressive how successfully the campaign for Wingo was implemented, thanks in part to the collaboration between VIOOH and Google DV360.”

Michael Pevec, Head of Programmatic DOOH & aymo Mobile Targeting at APG|SGA, sees great potential for the future in terms of implementation with Google DV360: “By integrating Google DV360 with VIOOH, even more clients now have the opportunity to buy our nationwide inventory efficiently and easily. Thanks to Wingo’s innovative strength, we have been able to secure the ideal partner for the launch.”