February 29, 2024

prDOOH power: Lion toasts 18% revenue gains, sells 100,000 more Guinness pints via prDOOH push; JCDecaux maps huge growth, but agencies lagging

35 minutes

Guinness (part of the Lion portfolio), UM, Vistar, Kinesso, and Thinkerbell have just landed Australia's first ever Programmatic Campaign of the Year award after a smart, highly targeted Out-of-Home push delivered 100,000 extra pints sold. The trick? Targeting blokes near pubs stocking the dark elixir when the weather turned cold – with only 2,000 of those pints as QR code freebies. After toasting 18 per cent revenue uplift as a result – and 15 per cent pub footfall boost, a “super happy” Lion is lining up more prDOOH, per UM’s Mark Ryan. But it wasn’t initially convinced.

While it wrapped in day-parting, weather and location data, plus dynamic creative via specialist DSP Vistar, IAB chief Gai Le Roy said Guinness won the award because the campaign was “strategy-led”, solving a business problem rather than showboating with “a fancy new toy”. Plus, “it had the magic of doing brand work and performance work” while driving a strong commercial return – not always the case with sampling.

JCDecaux launched the award to get brands and buyers up to speed on prDOOH as it plots a massive programmatic growth curve, per National Programmatic Director, Brad Palmer. He’s aiming to hit 10 per cent of DOOH this year, pointing to markets like Germany, targeting 50 per cent of total Out-of-Home revenues by 2032. As to where prDOOH can end up, especially as cookies crumble and privacy laws tighten, “there’s a wild ride ahead for prDOOH” per Palmer. “But we need the market to collaborate a bit further,” not least agencies. Le Roy, Palmer and Vistar’s Winston Stening unpack where prDOOH’s heading next.

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