MFour and TPS Engage announce partnership to enhance ROI tracking in Digital Out of Home

Gone are the days when Out Of Home was unmeasurable.

Technology that pioneered the digital advertising boom has been adapted by traditional channels like OOH. More specifically, Digital Out of Home (DOOH), that now allows micro-buying and dynamic ads, features that were unheard of only a decade ago.

Companies like MFour take the stakes even higher, allowing you to create audiences of exposed vs unexposed customers and track the impact of DOOH even further than sales or impressions. Put together with tools that enable dynamic buying and content delivery in the DOOH space, the possibilities are endless.

Imagine being able to leverage mobile technology to measure purchase intent, brand equity or even NPS and see exactly how much a targeted DOOH campaign moved the needle in your favour.

 

Through the unique offering of TPS Engage - a leading programmatic DSP that allows real time dynamic advertising and micro-buying on over 100.000 screens worldwide -  and MFour - the nation’s largest, highest-rated, market research app - clients can now automatically include in-depth market surveys in their Digital Out of Home campaigns in the United States.

 

Having built America’s largest, most engaged mobile panel with 10 million daily consumer journeys, MFour will provide TPS Engage clients with the possibility to track consumer feedback in real-time against any relevant business KPIs, not only awareness or ad recall.

 

“Consumer behavior is changing rapidly. It requires faster, validated research, and to get that, we need to meet consumers where they are...on their smartphones. TPS Engage understands that and we are thrilled to partner with them," said Chris St. Hilaire, MFour CEO.

 

“Actionable data is a core attribute of TPS Engage - without it, we’d have numbers to show in a spreadsheet, but know nothing about what really influenced a brand’s audience. Together with MFour, we’re thrilled to be adding another building block to a future where DOOH reaches its true potential,” said Bogdan Savonea, TPS Engage CEO.

 

The companies are offering their joint services to clients that book new campaigns starting with July 2020. For more information, please contact your MFour or TPS Engage representative.


SpaceAdd and TPS Engage announce a partnership to enable dynamic DOOH campaigns in South Korea

Large SpaceAdd Screen in Seoul Kids’ Cafe

The world of Digital Out of Home is becoming more connected, measurable and dynamic. Media owners with their eyes on the future are preparing their businesses for the new trends that will change the way DOOH is planned and bought.

TPS Engage, the largest cross-border contextual Digital Out of Home marketplace, is thrilled to announce a partnership with SpaceAdd, the leading DOOH media network for premium locations in South Korea.

Through this partnership, the two companies will work together to provide advertisers with global access, making SpaceAdd available inventory easily purchasable from the TPS Engage platform and dynamic planning capabilities, allowing clients to plan & run contextual creatives based on rule sets such as demographical data, weather, time of day, pollution, online analytics, sales and many more.

In addition, global and local advertisers will be able to book micro-campaigns of as little as 1 hour and efficiently react to the ever changing context in real time.

SpaceAdd Screens in Premium Golf Clubs

“At SpaceAdd, we’ve been able to secure such competitive and unique locations by always providing space owners with additional value through Digital Signage screens. Enhancing this value with a global technology platform like TPS Engage is providing was the next natural step” said Chang Keun Oh, SpaceAdd CEO.

“The DOOH market in Asia and specifically Korea is one of a kind. SpaceAdd manages to combine a unique appetite for expansion by constantly growing their number of screens in key locations with an understanding of technology and the media industry. We’re thrilled to be collaborating and making DOOH better together” said Bogdan Savonea, TPS Engage CEO.

SpaceAdd screens will soon be available in the TPS Engage platform and registered advertisers will be notified of the update once it is live.

Want to chat more about Digital Out of Home opportunities in Asia? Reach out.

About SpaceAdd

SpaceAdd operates almost 10.000 digital screens in niche indoor locations such as premium gyms, golf clubs, kids cafes, beauty centres, libraries, car service centres, restaurants, bars and clubs in South Korea, reaching a monthly audience of over 8.000.000 people.


TPS Engage and Samsung offer an enhanced and personalised retail experience

The news is officially out.

We’re proud to share that, during the last months, we have been working closely with our partners from Samsung to see how their newly reopened Samsung Experience Store could better serve their clients.

One of the most impressive parts of visiting such a concept store is the visual impact. Especially in the case of Samsung, the multitude of digital screens showing beautiful high-resolution images is truly a visual experience.

Most of the time though, the content you see on these screens is either extremely generic, in the hopes of making it relevant to as many people as possible, or simply dedicated to a specific customer category (such as the Samsung A-series).

Our goal was to track in real time what is happening in the store and personalise the content according to the reality of visitors in the shop. All this sounds great, but the true challenge is implementing it in a real life scenario — and we could not have done this without the help of our exclusive partners, omniX labs.

With omniX’s help, we can now know what people are visiting the Samsung Experience Store — this, combined with TPS Engage’s technology, leads to real time customisation. This means that if the store has a higher concentration of women in a certain age range, the content on the screens adapts to products designed for that type of consumer. Obviously, it also shows additional content, but it prioritizes certain messages and visuals.

Dynamic product offering based on store traffic.

Apart from the obvious retail analytics benefit, this allows Samsung to live-test their key messages and check their performance in a real shop, with real people. In time, this will lead to more down to earth messages, less confusion regarding what works and what doesn’t and hopefully, less generic visuals in an attempt to please as much as you can of the crowd. Instead, we will deliver content dynamically to best serve the people who are in proximity of it.

The Samsung Experience Store is the first of its kind to offer this kind of customisation. You can visit it in Baneasa Shopping City in Bucharest, Romania.

Multiple screens that adapt to nearby clients' persona.

How an NGO achieved 2.7x ROI using Digital Out of Home through TPS Engage

Marketing an NGO is difficult.

Budgets are low and expectations are sky high — especially when your target is more than selling a product, it’s helping people. Some things you manage to get for free, but some you have to pay for. When you do have a budget, you need to make sure every dollar you’re paying is bringing back more. And that’s exactly what Hospice did.

Hospice is an international NGO specialised in palliative care. In November 2018, they organised a charitable concert — all the proceedings would go to support the NGO beneficiaries.

Their marketing effort went mostly into online channel such as Facebook and Google. In 2 months, they sold approximately 50% of available tickets, however, the concert was only days away and every unsold ticket meant lost money.

In an attempt to quickly revamp their media strategy, Hospice decided to try Digital Out of Home, more specifically subway station screens. They choose stations where they knew their target audience was in order to use their budget more efficiently. In addition, they kept track of their sales in real time and updated the creative based on the campaign’s performance.

This change made up for a lot of lost ground for Hospice.

With an investment of under 1.000$, they had a ROI of 273% and managed to sell the remaining tickets in just one week. They had a small budget, but decided to use it efficiently and only target places with high affinity towards their message — mostly stations frequented by white collars.

Hospice is a great example of how even small budgets can make a difference when paired with the proper tools.

Quick overview of the campaign below for ease of sharing:


TPS Engage and Uber Eats - Contextual DOOH drives hyper-local food ordering

The food delivery industry is extremely competitive — standing out in today’s busy and fast world is more important than ever.

You only get one chance to capture your potential customer’s attention — delivering an irrelevant message in that valuable moment means wasting one of the biggest asset an advertiser has: people’s attention.

For Uber Eats, proximity delivery is important for two reasons:

1. Showing local restaurants convinces more people to use their service

2. It optimises their logistics and makes orders more affordable

Uber Eats used the TPS Engage dynamic content planning tool to automatically show different call to action messages and restaurants on different screens, based on proximity. In addition, the messages would automatically change to promote lunch or dinner dishes based on time of day.

Curious to see more? The full case study is linked below!


How Green Dental used DOOH to increase appointments and attract new clients

Context

Green Dental is an eco-friendly dental clinic. With an already loyal customer base, they decided to add Digital Out of Home (DOOH) in their marketing mix in order to boost consideration and attract new clients by redirecting a fragment of their online advertising budget. The addition of DOOH proved to yield significant incremental results.

Results

For the period with DOOH campaign active:

· 37% increase in scheduled appointments

· 50% increase of new patients that used the clinic’s services

· 400% increase of website visits

The combination of highly effective hours and clear cut creatives distributed strategically on 57 screens lead to enhanced results and an optimised budget compared to a standard campaign. Green Dental’s ads were running when their impact was the highest.

Strategy & Execution

Green Dental decided to geo-target their demographic through subway screens and premium Digital Out of Home near corporate headquarters, using real time data to optimise budget for high frequency & attention hours.

The creatives clearly showed the benefits of their services and the time limited discount, creating a sense of urgency.


TPS Engage is providing Real Time COVID-19 statistics on DOOH in partnership with local government

The international lockdown caused by the COVID-19 outbreak in the past months has been a rightful cause for global concern. At the same time, it has been a unique show of collaboration, speed and agility from entities or companies that are traditionally extremely lengthy in their decision making process.

The tech sector has worked day and night to provide assistance through their solutions in these uncertain times.

At the same time, government entities have acted with unprecedented swiftness during the coronavirus outbreak. They have been extremely open in implementing cutting edge technology in various fields, from medical to communication, in order to cut the spread of the virus.

In an ongoing situation, communicating the right message to the most exposed audience is vital. Despite traffic going down drastically (up to -70% in some cases), there is still a vital audience that needs to be informed.

TPS Engage is a unique Digital Out Of Home (DOOH) ad-tech company and we’ve humbly done what we could do our part by making communication on DOOH real time and assisting the government in providing updated information to people.

In order to provide real time communication through screens all over the world, we’ve adapted tools we normally use in commercial campaigns to provide real time coronavirus data.

The solution uses TPS Engage’s dynamic content module to automatically update case numbers and statistics based on government sources and show the latest version on DOOH screens where we are integrated. The system works seamlessly with the screen’s normal playlist/schedule directly via its own CMS, making easily deployable on thousands of screens.

Screen in Veranda Mall that is accepting visitors only for essential shopping

“We’re already working with multiple governments to implement this DOOH solution. We’re also offering our solution for free to any government that wants to communicate with people on the streets in real time. Currently, we work with over 100.000 screens all over the US, as well as Europe, Asia and Africa. We’re integrating additional inventory as we speak” said Bogdan Savonea, TPS Engage CEO.

We’re looking forward to a more connected future where governments become more open and responsive to such initiatives — we’ve already received a tremendous number of inquires since making this public.

Stay safe. And even though we’d normally want you on the street, please stay home if you can.


What is Digital Out of Home (DOOH)?

Note: This post was initially published on our Medium blog. The article you are reading here has been updated to better reflect a post COVID-19 world. 

Outdoor advertising and quarantine measures 

The truth is the global coronavirus pandemic has taken a heavy toll on the outdoor advertising industry. Traditional OOH has plummeted, with IAB estimating a -50% reduction in budgets going towards this channel. While Digital Out of Home has also been affected, it has seen less of an impact because of the relative ease of creating and planning new creatives.

Additionally, DOOH is also supported by ad-tech providing dynamic capabilities (such as TPS Engage), allowing advertisers to quickly execute international campaigns based on the quarantine status. We've even worked with governments in order to use DOOH as a real time channel and keep people informed with relevant statistics.

Simply put, if you're considering a DOOH campaign anywhere in the world, make sure you truly understand the context of each market. We recommend planning short term campaigns so that you can easily adapt based on the global situation. We'd be happy to help, feel free to reach out.

Now back to the original topic... 

Digital Out Of Home (DOOH) refers to any type of digital billboards used for advertising — be it indoor or outdoor. This is the really short answer. Why you should care and why Digital Out Of Home can be perfect for your business, that’s another story. We’ll tell you all about it, no worries.

First things first:

Fun fact: the word “billboard” originally meant “any sort of board where bills were meant to be posted,” 1845, American English, from bill (n.1) “written public notice”.

Before DOOH, it was OOH, you might be more familiar with this term. It means Out Of Home. In advertising, this refers to all the billboards and panels that you can see outside your home. They can be any size, and their location can also vary: from interstates, airports, city streets, malls, or bus stations, but also advertising panels on taxies, buses, trains, in pubs, restaurants or other establishments.

Digital Out Of Home, DOOH, is OOH but all digital, of course, and it’s the hottest trend on the market. The Interactive Advertising Bureau’s Digital Out of Home Buyer’s Guide defined DOOH from a single image electronic displays to full motion videos in a variety of formats, that can (but do not always) allow interaction via touchscreen, NFC, iBeacon, mobile phone, or other digital channels.

As you probably noticed, DOOH is everywhere, is fun, dynamic, catches the eye, and if done smart, catches the heart as well. In this day and age, there is a tendency to think that the online stole the show and all good adverting is made exclusively on the small screens (tablets and smartphones). The good news is that this is not true. OOH made a huge comeback with the help of Digital Out of Home, and the most prominent companies around the world are readjusting their budgets with an extra focus on it.

Why? The numbers speak better than words in this case.

In a research made by Nielsen, the graphics show us that about 60% of Americans see a digital billboard each month. According to PwC’s Global Entertainment and Media Outlook: 2017–2021, the DOOH market is projected to reach $5.1 billion by 2021 and will constitute nearly half of all OOH revenue in the US. In other markets, DOOH has already surpassed traditional outdoor advertising.

How to use DOOH properly for your business

Content

Context

Screen

Photo by Evonics from Pexels

How to buy media with DOOH if you are a small business

How do you measure your success?

1. Custom creatives for various contexts (day, night, weather) - with dynamic tech like TPS Engage provides, even your own data (such as website traffic behaviour) can be a trigger for what type of content you show on screens

2. Adaptive message for each screen location (transit, interstate billboard, mall totems etc.)

3. Complimentary online campaign with a clear CTA (discount or other benefit) to capitalise on the interest generated by digital screens

To recap, make your first DOOH campaign a success considering these aspects:

Consistency — This is again about the story that we were telling you before. Make sure is the same story, adapted to the context and screen

Display — There are other displays out there, not only billboards. See the list when you sign up and choose wisely

Info — Make sure that you communicate real information about your business, that is representative and makes you stand out in the crowd.

The future of DOOH is bright, so make the most of it and use it for your business. TPS Engage is a platform that already connects over 100.000 screens in the US, Europe, MENA and APAC regions. 

Register for free to see how the platform can work for you!


Contextual Triggers through TPS Engage

Dynamic DOOH campaigns at your fingertips. 

What does contextual or dynamic even mean? Simple. Ever saw an ad at the worst time possible? Of course you did. Everything from a travel ad in a news article about rising crime rates in that region to a billboard promoting a swimsuit when it's pouring outside. If you're not the one spending money on that out-of-context ad, it's hilarious. If you are, the humour might be lost on you.

Digital Out of Home and OOH are especially susceptible to out of place ads because, traditionally, advertisers plan a single type of content on their campaigns.

Multiple research data shows that dynamic content can increase sales and ad recall by up to 80%. On our own campaigns, we've been able to directly link a retail sales increase of over 10% for high ticket products when clients used dynamic planning.

TPS Engage's Dynamic Module allows advertisers to automatically plan multiple creatives and make sure they're always showing the right at the in right context. The triggers for context are almost limitless. A few examples include:

  • Audience Intelligence (age, gender, customer behaviour & persona, past purchases etc.)
  • Online Data (website traffic, product trends, search data, social media data, news etc.)
  • Events (in proximity of the selected screens, based on type of event)
  • Weather (includes air pollution or sudden real time changes)
  • Client owned data (real time sales, data from own CMS/DXP, list of retail stores etc.)

How does a dynamic campaign work? 

Everything is ruled based and on a very basic internet principle - IFTTT (If This Then That).

For example, let's say we're a sports store looking to get more foot traffic in our retail location. Rather than pushing a a generic ad or a brand message to nearby DOOH screens, you could use the following triggers:

  • Rain -> show waterproof running shoes and clothes
  • Online searches -> show shoes & products that are seeing an increase in search popularity
  • Real time sales -> show products that are seeing an increase of sales based on your own data
  • Temperature -> show heat-tech products when temperature is getting lower
  • Events - Marathons -> show running-related products when running events are happening in proximity to the store
  • App data -> use your on mobile app data to show on screens products that people are browsing or adding to basket

These are just a few examples of the possibility of dynamic advertising. Basic triggers such as weather, traffic and time of day are already available on the TPS Engage platform, with more being added constantly.

Looking to make dynamic DOOH work for you? Feel free to reach out.


Real Time Data

Real Time above all. 

Data is the new oil. Real time data is putting oil in a Ferrari rather than a tractor.

We're always looking for data partners that can provide valuable real time data for advertisers interested in doing dynamic DOOH and properly assessing campaign results. Although not all data TPS Engage works with can be real time, we prioritise that type of suppliers.

Real time data can come in many shapes and forms. DOOH mostly works with location based data, such as:

  • Age and Gender of people exposed to location-based DOOH ads
  • Dwell time
  • Consumer profile and behaviour
  • Car type and car traffic
  • Website traffic behaviour
  • Footfall traffic increase
  • Retail or online sales
  • Social Media data such as trending topics or other information
  • Event data (such as concerts and other public gatherings)

These are just a few examples of the type of data TPS Engage works with in order to allow clients to plan dynamic campaigns and correlate campaign performance to actual business results. While TPS Engage is making efforts to standardise data offerings and make them available for any type of client, some of these data sets are only available on demand and based on a bespoke integration.

If you're a data provider curious about how we can work together, please don't hesitate to reach out.