APG|SGA now offers programmatic digital out-of-home campaigns targeting 18 predefined audience segments

To help clients achieve their communication objectives even more efficiently and effectively, APG|SGA, Switzerland’s leading outdoor advertising company, has launched a data-driven service for optimising DOOH campaigns. To begin with, advertisers have access to 18 different target audience segments for their Programmatic Digital Out of Home (PDOOH) campaigns. Advertisers can use this additional capability to address their potential target audiences in an even more personalised way. For example, school pupils, university students, winter or summer sports enthusiasts, and people with an interest in beauty & health, art, culture or travel can be specifically selected based on their movement patterns. The adverts are then displayed at the right time and in the right place on APG|SGA’s ePanels and eBoards.

The data used to define the 18 target groups is sourced from Intervista’s Footprint panel. This panel, which is representative of the Swiss population, comprises 4,000 people who have installed the Footprints Research app on their smartphones and have given their consent for their data to be used for research purposes. The app continuously records users’ locations and routes. The panelists’ movement data is linked to the locations of APG|SGA’s ePanels and eBoards. As the data is available on an hourly basis, APG|SGA can, for example, identify on which screens and at what times certain target groups are over- or under-represented. This enables advertisers to reach their target audience in an even more personalised and precise manner.

Michael Pevec, Head of Programmatic DOOH & aymo Mobile Targeting, comments: “The 18 predefined target groups have already proved their worth with aymo Mobile Targeting. We have deliberately chosen to use the same target groups for Programmatic Digital Out of Home as well. On the one hand, this increases the relevance of the programmatic campaign; on the other hand, our clients can now use aymo Mobile Targeting and Programmatic Digital Out of Home together with the same settings and benefit from a double impact.”

Targeting of the 18 target groups is now available for booking.