PDOOH is one of the major growth drivers in the industry. The digitalisation of advertising spaces and the increasing availability of technology and data have significantly expanded the possibilities for personalised and targeted campaign delivery, and more and more advertisers are recognising and capitalising on the benefits of this dynamic and effective form of advertising.
How does the integration of artificial intelligence (AI) influence the development of PDOOH campaigns?
Whilst data-driven campaigns are nothing new in programmatic advertising, we are now seeing a further leap forward, particularly in terms of analytical capabilities. The better the analytics, the more effectively PDOOH campaigns can be planned and implemented, and the greater the campaigns’ effectiveness will be.
AI-based algorithms make it possible to deliver advertising messages that are even more relevant to the respective target audience and to continuously improve campaign performance.
What impact do data analysis and targeting have on the effectiveness of PDOOH?
Data analysis and targeting play a crucial role in the effectiveness of programmatic outdoor advertising, as they enable advertisers to deliver their messages to relevant target audiences in a targeted manner. By analysing behavioural and location data, advertisers can better tailor their campaigns to the needs and preferences of their audience. Our 18 predefined target groups are a perfect example of this. Advertisers now have the opportunity to deliver their campaigns in an even more targeted manner. The 18 target groups have already proven their worth with aymo Mobile Targeting. We deliberately use the same recipient groups for Programmatic Digital Out of Home as well; this not only increases the relevance of the programmatic campaign but also allows our clients to use aymo Mobile Targeting and Programmatic Digital Out of Home together with the same settings, thereby benefiting from a double impact.
How is APG|SGA working to make PDOOH more accessible and efficient for advertisers and agencies? How is the expertise in programmatic and (Digital) Out of Home advertising consolidated internally?
APG|SGA is constantly working to make PDOOH more accessible and efficient for advertisers and agencies by combining its expertise in the areas of programmatic and (digital) out-of-home. By forming internal teams of experts, APG|SGA aims to simplify the entire process of planning and implementing PDOOH campaigns and to further expand its in-house expertise.
What challenges and opportunities arise from integrating PDOOH into advertisers’ overall campaign strategy? What is your strongest argument for investing in PDOOH?
One challenge is ensuring that PDOOH interacts seamlessly with other campaign channels and messages. A strong case for investing in PDOOH is the ability to deliver a highly targeted and relevant advertising message with maximum efficiency and flexibility.
A look into the crystal ball: How do you see the future of PDOOH advertising over the next few years? Are there any particular trends or developments that advertisers can look forward to?
The future of PDOOH advertising looks promising, as technologies continue to evolve and offer new opportunities for personalised and interactive campaign deliveries. Thanks to the recent integration of Google DV360 with VIOOH, even more clients now have the opportunity to buy our nationwide inventory efficiently and easily. Thanks to advanced technologies, we will also be able to measure the success of campaigns even more accurately in future. This enables advertisers to continuously optimise their strategies and achieve greater effectiveness in their PDOOH campaigns.
What opportunities do you see for the use of programmatic digital out-of-home advertising at Zurich Airport?
Given the international nature and diversity of passengers from various countries who travel through Zurich Airport every day, the use of PDOOH offers the opportunity to target national and international audiences, creating synergies for global campaign roll-outs. Furthermore, targeted adverts can reach key decision-makers in the B2B sector who regularly use the airport as business travellers. With PDOOH at Zurich Airport, advertisers have the opportunity to communicate their messages extremely easily and effectively to this highly relevant target group.
To round off, could you give us an inspiring example of an innovative PDOOH campaign?
In December 2023, APG|SGA, in collaboration with Swisscom’s Wingo and Mediaschneider AG, launched Switzerland’s first programmatic DOOH campaign using Google DV360. 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 start of the campaign. Between 15 and 19 December 2023, the campaign generated over 8 million impressions with a reach of 34%. The campaign demonstrates that PDOOH is an extremely effective method for reaching a large number of potential customers in a targeted and efficient manner. It is also suitable for advertising in Zurich. This innovative form of advertising offers a highly effective approach.