Gamned relies on DSP from Displayce for Qoqa DOOH campaign
Gamned! relied on the expertise of demand-side platform Displayce, which specializes in DOOH, to activate a large-scale branding campaign in German-speaking Switzerland for e-commerce retailer QoQa.
The campaign was deployed on an ultra-premium inventory of digital screens in high-traffic streets and train stations in several major cities. It generated more than 5.3 million impressions and led to a 32 percentage point increase in positive brand perception.
Last fall, Gamned! deployed a "Programmatic non guaranteed DOOH campaign" on behalf of QoQa in selected cities in German-speaking Switzerland, including Zurich, Basel, Bern, Winterthur and Lucerne. Gamned! used Displayce's specialized DSP to ensure efficient control. This enabled a single platform to control the broadcast of the campaign on APG|SGA's screens for the digital screens in SBB stations and ClearChannel for the digital screens on the streets, across two different supply-side platforms, Viooh and Broadsign. Gamned! was able to spread the visibility of the campaigns to a very wide audience by redistributing the budgets in real time to the most frequented zones.
"In order to offer the client QoQa the maximum flexibility, we opted for a 100 percent non guaranteed programmatic approach. This is a first for such a large campaign in Switzerland," Pierre Berendes, managing director of Gamned! Switzerland, was quoted as saying in a statement. "Normally, we use a space reservation approach that is close to guaranteed programmatic. If we deliver the campaign fixed, we lose the flexibility. But it's that flexibility, being able to air on hundreds of screens and on a schedule, that explains the choice of a 100 percent programmatic non-guaranteed approach. This allowed us to optimize the broadcast of the campaign and its effectiveness."
Displayce has special built-in measurement tools to monitor the performance of each campaign, which can be activated from the DSP on a CPM basis. This allowed Gamned! to access detailed reporting to measure the quality of the media of the campaigns deployed - such as (image quality, relevance of context, comprehensibility of the message, etc. - and the uplift on the branding of the brand. The collection and analysis of this data showed that 50 percent of the people who had seen the campaign showed a desire to try the product or visit the website. The campaign also generated a 32-point increase in positive brand perception among consumers who were not yet customers of the brand.
