In collaboration with Yahoo advertising, VIOOH, the top premium digital out-of-home (DOOH) supply-side platform, published a whitepaper. The paper looks at the possible effects of incorporating programmatic digital out-of-home (prDOOH) into multichannel marketing. Additionally, Twilio Segment Customer Data Platform (CDP) and Yahoo Advertising launched an integration to increase ad reach and relevance without using third-party cookies. Twilio Segment’s connection with Yahoo ConnectID enables advertisers to strengthen their operations and make use of first-party data across many screens, even in a cookie-less setting.
VIOOH – Yahoo Partnership to Explore prDOOH in Marketing Campaigns.
In a recent whitepaper, Yahoo Advertising and the worldwide digital out-of-home (DOOH) supply-side platform VIOOH examined the possible effects of integrating programmatic digital out-of-home (prDOOH) into multi-channel campaigns.
prDOOH whitepaper and case studies analysis
An important requirement from marketers is to comprehend how prDOOH fits inside multi-channel campaigns and how to best quantify its effectiveness, according to VIOOH’s annual State of the Nation report. The join whitepaper examines several case examples to show how advertisers may increase multi-channel campaign impact by leveraging prDOOH. By utilizing the advantages of both broadcast and digital channels, explains how to improve targeting, raise brand awareness, and influence consumer behavior both offline and online to produce a return on investment. Results show that including prDOOH in multichannel media, planning can increase attention, engagement, and overall campaign effectiveness.
According to the report, including prDOOH in a multi-channel media plan boosts the ROI of a digital mix. Due to the priming effect, which DOOH plays a significant role in, conversions during re-engagements on other channels are increased as a result. Additionally, because of its eye-catching qualities and adaptability as a programmatic medium, prDOOH can improve offline outcomes in terms of sales and foot traffic.
prDOOH Case Study Examples
According to a case study in the report, prDOOH can increase foot traffic and sales by attracting attention. Danone Aptamil in the UK saw a 15% boost in sales through prDOOH and a 37% rise when digital channels were added. Similar to this, a campaign with Tourism Tasmania revealed that prDOOH helped lift website visits by an additional 31%, with the whole campaign being responsible for a 51% increase in travel to Tasmania.
Two successful initiatives from Jones Lang LaSalle in Australia, Singapore, and Hong Kong as well as Schroders in Singapore are highlighted in the report. To improve online campaigns, both of these blended prDOOH and digital platforms. The findings confirmed the influence of offline priming effect on ROI and showed significantly higher website visitation rates as well as an overall 80% rise in mobile retargeting click-through rates (CTR).
Here’s what they said
Helen Miall, CMO at VIOOH said,
This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, of global strategy & partnerships at Yahoo said,
In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.
Yahoo Integrates Identity Solution Through Twilio Segment
Recently, Twilio’s customer data platform (CDP) made the cookie-free ID for Yahoo Advertising available. First-party data is used by ConnectID, Yahoo’s cookie-free identity solution, which was introduced in 2020m to assist marketers in identifying and matching consumers throughout the open web. It is constructed on top of Yahoo’s exclusive ID Graph. It is now available to more than 25,000 Twilio businesses. Users will be able to broaden the breadth and relevance of their campaigns thanks to this integration.
Twilio Segment’s Customer Data Platform Integration with Yahoo DSP
Through the agreement, Twilio Segment users may increase reach, relevance, and measurement across screens by synchronizing hashed, cookie-less data with their real-time customer profiles. Yahoo ConnectID’s smooth integration makes this possible. Companies might experience success or failure at different times. Companies can now match their first-party data with Yahoo ConnectID within the Yahoo DSP if they use the Twilio Segment Customer Data Platform (CDP) to manage their first-party data. As a result, their advertising initiatives have a wider audience and greater significance. Businesses that use Twilio Segment CDP to activate their data will see that each campaign has a wider reach.
Yahoo employs a thorough identity strategy across all digital environments. Addressable and non-addressable inventory is supported by their identity solutions, which include Yahoo ConnectID and Next-Gen Solutions. An entire set of identification solutions is available within the Yahoo DSP. Marketers can protect the future of their company. Moreover, they can maintain control and maximize ROI in a world where identity is regulated. Even if support for cookies and other traditional identity techniques dwindles, marketers may take advantage of a single customer viewpoint through this connection to maximize the promise of targeted advertising and individualized customer experiences.
Addressable and Non-addressable inventory
Yahoo’s consent-based, first party and partner data serve as the foundation for Yahoo ConnectID for addressable inventory. It reaches 58+ logged-in users in APAC and almost 200M authenticated users in the U.S. Over 28,000 publisher domains have selected the solution. It is also compatible with over 30 of the leading data platforms in the market. Using Yahoo ConnectID users as a panel audience, Next-Gen Solutions is an AI-built privacy-preserving solution. Additionally, it expands the reach and relevance of non-addressable inventory. With the help of this comprehensive identity suite, marketers can future-proof their operations in the Yahoo DSP while maintaining ROI and control in an identity-restricted environment. Even if support for cookies and other conventional identity systems wanes, marketers will be able to use this connection to take advantage of a single view of the customer to fulfill the promise of targeted advertising and guarantee a personalized consumer experience.
Here’s what they said
Dan Richardson, director, and head of data at Yahoo APAC said,
Data collaboration is essential to allow brands to get the most value from their first-party data. This integration means delivering better advertising experiences to customers and gives advertisers what they want most – greater relevance, reach, and measurement. In a world with fewer online user identifiers, Yahoo ConnectID offers a differentiated and future-proofed approach to all businesses.
Liz Adeniji, regional vice president, of Asia-Pacific and Japan at Twilio Segment, commented
A recent Twilio study found that about 7 in 10 businesses in Asia-Pacific have already turned to using first-party data primarily due to the inadequate visibility over third parties’ data safeguards, management of consent, and regulatory compliance. Our new integration with Yahoo will make it easier for these businesses to use their valuable first-party data in a much more meaningful way, in real-time, and most importantly, with utmost relevance to their intended audience. This will enable them to unleash the potential of first-party data across screens to deliver more personalised and engaging campaigns.