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Background
Brand advertisers and media agencies want to invest their valuable media budgets in retail environments where they can successfully reach their target audiences, measure campaign effectiveness, and optimize their ROAS.
Strategic partnerships are how innovative technology providers keep pace with the evolving digital media landscape. Offering competitive solutions that address advertiser needs and expectations is key to everyone’s success.
Advertima is a global leader in sensor-driven retail media technology that captures, segments, activates, and measures anonymized seller-defined audiences in real-time.
displayactive.ch is a successful European DOOH provider with a specialized screen network across diverse retail environments.
Cingerine’s audience-based digital signage content management system adeptly manages real-time data-driven playout structures.
Fitted with Advertima’s revolutionary audience-based technology, displayactive.ch’s screens are real-time enabled to recognize pre-defined audiences and target those groups with the most relevant ad content. This powerful partnership offers advertisers unique, high-quality audience reach and measurement opportunities at speed and scale.
displayactive.ch and Advertima agreed to pool and test their know-how to demonstrate their combined capabilities. The aim was to measure and independently verify the performance of static ad playouts against real-time audience-based campaigns on ad-hoc in-location audiences across the marketing funnel.
Approach
Fintech specialist Kasparund wanted to run a campaign for their app-based credit card and attract new customers. The ad would encourage audiences to download Kasparund’s banking app, complete onboarding, and receive CHF10 starting credit.
Creative with the same call-to-action would run over two separate weeks on 133 displayactive.ch screens in various locations: 9 shopping malls and 20 petrol stations.
During the first week, one generic 10-second ad would be shown as a static playout on a continuous loop. Although a smart sensor would detect people passing the displayactive.ch screens and capture demographic information, no defined audience segments or targeting technology would be applied.
After a week’s breathing space, phase 2 would start. Although the ad would use the same call-to-action, Kasparund would define 6 target audience segments and produce a series of 10-second ads, one tailored to each group.
Based on the same number of plays, the goal was to see whether defining and targeting specific audiences led to more effective on-target reach and a higher call-to-action conversion rate than static playouts.
As people passed a screen, Advertima’s smart sensors would detect key demographic attributes such as gender and age. Within milliseconds, anonymized attributes would be transformed and grouped into the most relevant audience segments. For example, Females 41+ or Males 26-40. A real-time playout of the creative most relevant to that specific audience would then be triggered by Cingerine.
Rigorous post-campaign analytics would compare and determine the impact of smart targeting against static playouts on marketing funnel metrics such as exposure, awareness, consideration, and, ultimately, conversions.
How Smart Targeting Significantly Outperformed Static Playouts
based on the same number of plays
Outcomes
Based on the same number of plays, detailed analytics revealed that shifting to real-time audience-based smart targeting and custom campaigns was a more effective way to reach, engage, and convert the intended audiences.
Additionally, smart targeting delivered some impressive inventory efficiencies.
Success
Integrating real-time AI-powered visual sensor technology into digital screens gives media owners, retailers, and brands unique ways to successfully measure target audience reach and apply crucial engagement metrics such as impressions, views, and view times.
Continuing to rely solely on static playouts limits effective audience reach and hinders campaign efficiency. Instead, real-time audience-based targeting offers progressive retailers and brands sustainable ways to improve and amplify:
- Overall reach
- On-target reach
- Audience engagement
- Conversion rates
- Inventory optimization
Investing in advanced retail media technology such as Advertima Audience AI ensures that retailers and media owners never miss an opportunity to maximize audience reach and engagement potential or demonstrate their value to advertisers.
At the same time, advertisers can achieve on-target reach faster, avoid wastage, better justify their ROAS, and build stronger customer connections.
Done right, it’s a win-win for all.
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