Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!

The Trade Desk, a global advertising technology firm, has announced the success of a programmatic DOOH campaign with L’Oréal in the Middle East – a first for both brands in the area.

The campaign, which intended to raise awareness of L’Oréal’s new Yves Saint Laurent Libre Intense perfume, was advertised on digital screens strategically positioned in Dubai’s trendiest locations such as DIFC Gate Village and Sheikh Zayed Road. 

It is the first time in the Middle East that L’Oréal has initiated a DOOH campaign using advertising inventory purchased programmatically through The Trade Desk.

The campaign successfully reached 1.4 million individuals and had a bid win percentage of 95%. L’Oréal was able to target audience groups by geography using The Trade Desk’s platform, based on where programmatic DOOH was accessible. 

Universal Media (UM), a worldwide media and advertising firm, and Matterkind, an activation intelligence business, were instrumental in making the campaign a reality.

James Patterson, VP of Client Services, EMEA, at The Trade Desk, said – 

“The results of our latest campaign in MENA with L’Oréal precede an exciting shift in the world of adtech – DOOH is coming back to centre stage as the world gets back on its feet. We’re thrilled to be able to support our clients with smart, user-friendly technology.” 

Patterson also added this campaign is a significant step forward for the region in terms of programmatic DOOH, and that they look forward to assisting their clients in reaping the benefits of this new channel in the near future. 

Bishr Hamwi, online brand manager (YSL) at L’Oréal, said that the Gulf area is ecstatic to be able to get DOOH placements via programmatic – YSL has been monitoring its efficiency and effect for brands in the UK and US and they thought it would perform well in the Gulf as well. 

He said that their team was overjoyed when YSL became the first brand in the GCC area to trial it for their hero launch, LIBRE EDP INTENSE!

Hamwi added – 

“Thanks to UM and The Trade Desk, the campaign exceeded our expectations and we are looking forward to accessing more programmatic DOOH inventory available in the coming months.”

It is important to note that while this is the first campaign for a DSP in the region, it will not be the last. Why? 

Because The Trade Desk intends to strengthen its relationships with local partners in order to increase the presence and reach of brands utilizing the platform in the region.

Morgane Desessard, UM media supervisor said the fast-paced test-and-learn methodology of L’Oréal Luxury division to planning and buying DOOH inventory programmatically was an intriguing potential that they wanted to explore to support their digital media advertising mix.

Deseddard also added that with the help of its sister business, Matterkind, they were able to launch their first DOOH campaign through The Trade Desk. This allowed them to take advantage of benefits such as flexibility in terms of area and time, as well as access to real-time data.

Gosia Wajchert, Head of Matterkind, part of IPG Mediabrands, commented – 

“Matterkind and The Trade Desk have been working on programmatic innovations and FIRST IN MENA products for a year now and I am really pleased to see the continued results that come out of our partnership.” 

Implemented in association with Broadsign Reach SSP and local publishers Backlite Media and Elevision, the campaign ran for a period of two months during Spring 2021.