Parenti Design implements programmatic DOOH campaign for TPG
The Leman Express went into operation on Monday. At the same time, a programmatic DOOH campaign was launched to draw the attention of commuters from the greater Geneva area and Vaud to the extended network of the Geneva S-Bahn. The agency Parenti Design as well as Out Of Home Media, Jaduda and Neo Advertising were responsible for the campaign.
The campaign will be broadcast on all 532 Neo Advertising screens in the shopping centers and Coop Pronto points of sale in the cantons of Geneva and Vaud, as well as at Geneva Airport.
The added value of the programmatic campaign is that a contextualized and personalized advertising message is automatically triggered at the right time to the right person and in the right place. The Out of Home Media agency activates the targeting criteria on Jaduda's DSP platform Splicky, which then checks and plays out the SSP Broadsign Reach, the relevance and availability of Neo Advertising's DOOH inventory, in real time.
These new technological possibilities should offer many additional advantages and make out-of-home media even more attractive for the coming year.
"The campaign for our client TPG (Transports publics genevois), which covers the entire greater Geneva area, was realized by the agency Parenti Design. Programmatic DOOH offers a decisive advantage for optimizing our targeting and contact quality," says Gérald Le Meur, Director of Out of Home Media in French-speaking Switzerland.
Sven Ruppert, CEO of Jaduda: "Programmatic has already established itself as an integral part of the marketing repertoire of out-of-home advertisers in various countries and we expect this development to continue in Switzerland in the coming months and years."
"It's great that we were able to realize this campaign for the launch of the Leman Express. We are very proud to prove to the Swiss advertising market that forward-looking measures are also being driven forward in French-speaking Switzerland and that we have worked closely with our colleagues at Jaduda within the Goldbach Group. Programmatic buying is a revolution in the development of DOOH campaigns and will be one of our strategic priorities for 2020," says Florian Maas, COO of Neo Advertising.
