In this month’s partner spotlight, we caught up with Will Jones, VP Partnerships EMEA & APAC at MediaMath - a leading omni-channel DSP platform that works with more than 3,500 advertisers globally. Below Will shares why MediaMath is using DOOH across multi-market campaigns and how one client achieved a remarkable 200% increase in website traffic by running a DOOH campaign.
1. Tell us about MediaMath and your job role there?
I lead the partnerships team for MediaMath across EMEA and APAC. My role is to work with supply and data partners across the industry to make sure MediaMath’s clients have access to cutting edge targeting and measurement, as well as the ability to access emerging channels like DOOH or CTV at scale.
2. What’s it like working with VIOOH as a partner?
Many of our clients are new to buying DOOH programmatically, so campaign set up can be challenging. The VIOOH team are always on hand to troubleshoot and make sure campaigns run as smoothly as possible. They support us across many clients and regions.
3. What projects are you most excited about working with VIOOH?
I’m excited about pushing our clients to look beyond private marketplace deals and programmatic guaranteed ad placements. We want to work with VIOOH to encourage brands to implement dynamic, data-rich campaigns in locations frequented by their ideal targets. We have experimented with location targeting and want to do more. We’re also excited about experimenting with using TV data and utilizing DOOH branding strategies in areas where there is light linear viewing.
4. How does including programmatic DOOH in a cross-channel campaign help brands?
DOOH is often thought of as an upper funnel channel, with brands using it to generate awareness of brands and products. However, we’ve also seen brands use DOOH effectively this year for performance campaigns. One client successfully achieved a 200% increase in website traffic by running a DOOH campaign which surpassed all of our expectations.
5. How much of a priority is programmatic DOOH for MediaMath this year?
MediaMath is an omni-channel platform, and being able to offer our clients access to DOOH at scale is hugely important for us. We’re always looking to improve our DOOH offering from a scale, measurement and targeting perspective.
6. Can you tell us more about how DOOH benefits multi-market activity and what it can do for brands?
Language isn’t always a barrier for DOOH as it’s highly visual, impactful and really does tell a story. So it is perfect for multi-market campaigns. We have recently run activity for a well-known tech brand across France, UK and Germany which has seen very positive results.
7. Can you share with us a successful client campaign story that you’ve worked on with us that showcases the power of programmatic?
One interesting case study has been how programmatic has allowed brands to use DOOH when cost and targeting had previously made traditional OOH unfeasible. We worked with a B2B brand who were keen to use OOH, but wanted to make sure it worked for a niche B2B audience. In this case the brand took an ABM approach, identifying their core target audience. They then worked with VIOOH and MediaMath to identify the relevant frame locations, placing static and motion ads in high footfall locations in near proximity to ABM accounts. Accurate day-part-targeting allowed us to reach a relevant audience at the right timeslots. This effectively increased reach and awareness among the client’s top accounts.
8. What are your predictions for the future of digital out of home in the next couple of years, and where does programmatic fit in?
Programmatic DOOH is in its infancy which means the only way is up. As programmatic allows DOOH to be seamlessly added into the wider media plan, I expect to see more and more brands moving their DOOH away from direct buys and bringing it into their wider programmatic mix. What will be interesting is when brands begin optimizing cross-channel and looking at how DOOH can affect upper and lower funnel metrics vs more traditional display, and bringing that into their omnichannel campaigns. We might also see QR codes making a comeback as they are in CTV, now smartphone cameras have QR scanning software as standard. We might also see the start of virtual DOOH as brands begin to take their campaigns into the metaverse.
You can learn more about MediaMath by visiting their website here.