AUCKLAND, Today: Stanley Street & Verizon Media have launched a programmatic DOOH campaign – claimed as a first in New Zealand – for retail chain Briscoes Group.
Verizon NZ sales director Arnaud Calonne said: “The campaign is specifically targeted to link up a Briscoes brand campaign across nationwide digital screens near stores to provide hyper-targeted advertising, the first of its kind in Aotearoa.
“With inventory across Lumo and Val Morgan Network networks, this is the first campaign to roll out of Verizon’s new programmatic DOOH offering which sits within the company’s omni-channel DSP.
“It comes off the back of new partnership deals the business has secured with the DOOH partners in New Zealand.
“Extending programmatic’s powerful offering to DOOH means advertisers can now be a lot more agile and deliver much more relevant messaging quicker to the right audiences, at the right time.”
Stanley Street head of adtech Nikhil Elayat said: “This new offering puts immense power in the hands of the agencies and advertisers, who can now make omnichannel, data-driven decisions and optimise their media goals in real-time.
“Programmatic has always offered buyers unprecedented control over their digital media buys. The integration of programmatic technology into the DOOH eco-system via an omnichannel DSP allows for seamless planning, execution, and reporting across display, video, native, and DOOH in a centralised platform.
“This offering puts immense power in the hands of agencies and advertisers.”
“There’s always been an abundance of data within the programmatic ecosystem so to be able to transpire this data into DOOH buying decisions is not only exciting but a step in the right direction towards omnichannel tracking and attribution.
“Advertisers will now be able to leverage the power of data and smarter targeting all the way from high-impact one-to-many mediums through to one-to-one mediums such as smartphones, tablets, and other personal devices.
“Briscoes is the perfect partner for the agency to experiment with this new offering.
“Briscoes are constantly working on optimising their digital strategy and the programmatic DOOH opportunity was a perfect fit to support their existing high impact executions.”
VMO MD Paul Butler said: “VMO has made programmatic a business priority and we are excited to bring this capability to New Zealand where there has been so much interest shown by the market.
“The ability to deliver these audiences via programmatic exchanges offers clear benefits to advertisers seeking access to premium inventory. Advertisers have the flexibility to up-weight, down-weight, pause, or stop campaign activity in real-time with the option to adjust campaign targeting or update their creative.”
Lumo ceo Phil Clemas said: “This new campaign is innovative, fun, and a first for the market.
“We need to see more DOOH ideas like this come to life on our screens.”
CREDITS
Client: Briscoes Group
Creative Agency: Stanley St
Head of Advertising Technology: Nikhil Elayat
Head of Performance: Hayden Skelton
Tech: Verizon Media DSP
Sales Director: Arnaud Calonne
P&E Platform Lead: Anjali Bhardwaj
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