Placemakers, Dentsu, Hivestack & GO Media team up to paint a strong pDOOH campaign with Dynamic Creative Optimisation (DCO)

Through their relationship with stockist Placemakers, iconic Kiwi paint brand, Levene, delivered a dynamic billboard campaign using real-time weather forecasts,

in towns and cities around New Zealand via GO Media’s Billboard portfolio.

The case study of this campaign makes for interesting reading and clearly demonstrates a strong case for DCO to be considered as an accessible strategy in

Out of Home with seamless execution and cost-effectiveness when working with the right partners.

Objective

PlaceMakers aimed to increase awareness and purchase intent of their products by running a fully automated, geo-targeted dynamic creative campaign. With the intent to leverage data to drive highly targeted and contextually relevant creative, Hivestack, in partnership with Dentsu, enabled PlaceMakers to connect with the target audiences by delivering relevant ads in real-time using their proprietary technology, including Dentsu’s dynamic creative platform D4 and the Hivestack Demand Side Platform (DSP).

Solutions

The campaign was activated in New Zealand at 30 prime locations across Go Media’s large format digital billboard network.

• Using the Hivestack DSP and Dentsu’s proprietary platform D4, the campaign was able to geofence PlaceMakers stores when there was a high propensity of their target audiences around specific DOOH screens and deliver thousands of relevant creative variations on the fly based on the weather forecast and relevant product feeds.

• For example, on a Wednesday morning, commuters in Christchurch could see different creative than those located in Wairau on Auckland's North Shore. The same billboard could also look completely different hours later, depending on the weather change throughout the day.

• PlaceMakers was also able to activate Go Media’s premium digital billboard network programmatically in a cost-efficient manner via the Hivestack SSP.

Results

The success of the initial campaign resulted in Placemakers’ decision to extend the flight of the campaign from a 4-week period to running the campaign all year round. Additional results include:

• Over 400,000 impressions were delivered within the first 4 weeks of the campaign window

• Easily set up dynamic creative using VAST via the Hivestack DSP, resulting in 13 different aspect ratios

• The campaign programmatically delivered thousands of different creative versions displaying different products (according to the weather conditions and forecast) across large Out of Home digital billboards throughout the country

More details of this campaign can be found here