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.


Demand Driven Data

One time integration. Demand-driven results. 

TPS Engage allows data intelligence companies to monetise their data by integrating with TPS Engage and allowing advertisers to use those data sets in order to better plan, track and analyse dynamic DOOH campaigns. By providing access to a global network of DOOH inventory, data partners can generate demand from international markets as long as there is demand for their data sets.

What type of data are we talking about? 

Data for DOOH is mostly location based. However, TPS Engage allows advertisers to plan dynamic DOOH campaigns based on any type of data trigger, from air pollution to real time sales. If an advertiser considers your data sets valuable, they'll use in their campaigns and you'll receive a percentage of the total campaign value. Better data, happier clients, bigger revenues for you.

  • 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.


Tracking Results with DOOH

Get reports. Analyse business impact. 

TPS Engage offers a variety of ways you can measure how your DOOH campaign influenced your sales and business results. The standard report that every screen has includes ad plays, meaning we will always monitor how many times your ad was shown on the screen and correlate it with your planned campaign. If the ad plays are underdelivered, the network is informed to prolong your campaign so you get the reach you paid for.

On a more complex level, depending on each screen location and the type of integration you have with TPS Engage, reports can be generated based on:

  • Age and Gender of people exposed to your DOOH ads (based on real time camera impressions or from mobile data partners)
  • Dwell time (based on real time camera impressions)
  • Consumer profile and behaviour (based on aggregated mobile data from location intelligence partners)
  • Car type and car traffic (based on real time camera impressions or from data partners)
  • Website traffic behaviour (based on TPS Engage integration with your web analytics service such as Google Analytics)
  • Footfall traffic increase (based on aggregated data from location intelligence partners)
  • Retail or online sales (based on CRM/DXP integration)

These are just a few examples of the type of data TPS Engage works with in order to 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 curious about how we can make DOOH work for you, please don't hesitate to reach out.


No Minimum Buy In

No minimum buy in. Ever. 

TPS Engage is on a mission to make Digital Out of Home accessible to any type of advertiser. While we're committed to ensuring content quality standards and always will be, we will never ask for a larger minimum buy in than what we get from the media owner.

Historically, media companies would offer certain discounts if an advertiser committed a certain amount of budget for multiple months or even a year. While that works in traditional advertising and in direct deals, it's not a scalable model for a world with more and more businesses and startups looking to get ahead. 

TPS Engage works with daily on hourly slots, allowing advertisers to buy as little as 1 hour on 1 screen at competitive prices. Through the TPS Engage platform, which can be accessed here, campaign duration is limited to 30 days in order to ensure clients are always analysing results, refreshing their campaigns and getting the most out of their spend.

Regardless if you're already spending on OOH and looking to optimise DOOH budgets or if you're trying it out for the first time, TPS Engage offers tools to improve your campaigns and results.

Read more about how TPS Engage's hourly slots work here


Flexible Budgets on DOOH

Buy competitively irregardless of budget size. 

Traditionally, OOH was bought through large budgets and long term commitment, as well as a lot of negotiation on top. This meant that companies that did not have these previous relationships could not competitively buy OOH without being forced in long term deals. Doing micro-campaigns at competitive rates was virtually impossible.

With TPS Engage, prices are equal and transparent for everyone. The single unit price are time slots - hourly or daily - meaning you can buy as little as 1 hour on screens that you consider relevant for your brand. 

Regardless if you're already spending on OOH and looking to optimise DOOH budgets or if you're trying it out for the first time, TPS Engage offers tools to improve your campaigns and results.

Flexible timing. Flexible location. 

Another traditional entry barrier is that if you want to test multiple locations at the same time, you have to discuss with multiple media owners and make sure you're getting the same kind of deal from both companies. Unless you're a large media agency, that's almost impossible.

TPS Engage allows you to book cross-network screens as easy as buying competing products online. The price you see is the price everyone gets, no exceptions.

Learn more by creating an account on the TPS Engage platform, which can be accessed here.

UPDATE: Flexibility in the post-COVID-19 era.

Our core belief is flexible buying and ad placement. In uncertain times like these, it's more important than ever to ensure every dollar you spend is a wise investment. This is why we're doubling down on our "no minimum buy-in" guarantee and no long term commitment approach. We're here to help our clients and advertisers manage their budgets in accordance to the new reality we all face.


Campaigns at Global Scale

Start local. Go global. 

TPS Engage is a network-agnostic marketplace. That means you can use TPS Engage as a central hub to start global campaigns, rather than trying to figure out each market individually.

Currently, TPS Engage works with over 100.000 screens in 25 countries such as the US, Canada, UK, Australia, Germany, France, Italy, Ireland, Mexico, Netherlands, Spain, Serbia, Switzerland, UAE, Sweden, Romania, Denmark, Norway, as well as in Africa and Asia.

Maybe you're an e-commerce company that's seeing great results with Facebook or Google advertising in certain markets. If that's the case, you'll most definitely see an increase in our online ad performance if you add DOOH to the marketing mix. The great part? You don't need to break the bank in order to do it. You can start small with just a few hourly slots and increase your budgets based on the results you're seeing.

Apart from the simple screen access and view, a great benefit for advertisers is that they can see transparent pricing and receive a single invoice, despite working on multiple geographies. TPS Engage removes all the operational hassle and lets you focus on what you should - making the perfect campaign and growing your business.

Data and platform access.

Each location provides different levels of demographical data, based on local partnerships and regulation. If you're a data partner looking to monetise your data for DOOH campaigns, please visit this page.

Users can browse screens via the TPS Engage platform, which can be accessed here.

 


Staying in control with TPS Engage

Automation is scary. We get it. 

Out of Home is all about reputation and relationships. Technology can help accelerate sales and generate additional revenue, but that doesn't mean it should come at the cost of negatively impacting existing business.

TPS Engage makes sure to enhance your current model, rather than change it, in 3 key ways:

  1. Two sided approval: once campaigns start flowing in from TPS Engage, we check all the content that is coming towards your screen. The final approval step, however, is on your side, the media owner. You decide what will run and what won't. Your screens, your call.
  2. Digital Budgets: the fact that we sell hourly-based and dynamic campaigns makes us incompatible with traditional OOH media agencies. We either work with a client's digital/online departments in order to link DOOH and online marketing efforts or with brands that don't traditionally advertise on Digital Out of Home.
  3. Pricing that makes sense: we set up competitive pricing together and stick to it.

TPS Engage is designed to be an add-on for the current OOH and DOOH industry. We've specifically developed tools and operations in such a way to help everyone grow - from advertisers to media owners - not just change what already works.


Hourly Time Slots

What's an hourly slot? 

First of all, it's important to explain how Digital Out of Home (DOOH) is traditionally bought. The 3 most common buying options are:

  1. Direct deal: long-term deal done directly with the media owner or through a media agency. Implies a minimum spend and deals are usually made over long periods of time.
  2. Programmatic: buying CPM estimates through some of the most popular online DSPs (Demand-Side-Platform) that also connect DOOH SSPs (Supply Side Platform). To be able to sell on a CPM basis, platforms apply an "impression multiplier" and usually multiply historical audience figures based on various formulas in order to reach a competitive CPM.
  3. Hourly based: buying only specific hourly time slots (e.g.: 8-9 AM in transit areas) or daily (only weekends for mall screens) based on the product and client fit for each location. Pricing is transparent and static, making buying decisions easier and ROI analysis easy.

TPS Engage works on hourly slots, as we're a firm believer that advertisers know their audience and that for outdoor advertising, WHEN people see your ad is just as important as how many people see it. Getting a lot of impressions at a good cost for a soft drink sounds good until you realise 80% of the impressions were generated at night, when the nearby shops were closed.

How do we price the hourly slots? 

We work with media owners to set up competitive prices based on real market value and, where possible, real time traffic audience data. This way, advertisers know they are buying time slots that are efficient for them, rather than just generating counts.

With our model, media owners can also optimise their supply based on what advertisers are looking for, taking the guess work out of the equation.

Committed to transparency. 

With TPS Engage, hourly traffic prices are optimised based on a variety of factors, however everyone has access to the same prices, data and dynamic triggering options. We're always here to help you make sense of your ads and plan the most optimised campaign possible.

Feel free to reach out and schedule a call.

Photo by Djim Loic on Unsplash

Network API Integration

Curious to learn more about TPS Engage's API integration for networks and media owners? 

The process is very straightforward. You already have a CMS and a player that you use to run your current clients and campaigns. TPS Engage connects to your existing CMS through a Pull API integration, allowing you to keep full control of the reins. When your screens have available inventory, they will automatically check what campaigns are pending from the TPS Engage system.

Connecting your CMS to the TPS Engage portal allows you to:

  • Make your inventory compatible with dynamic campaigns planned by TPS Engage clients
  • Plan your own dynamic campaigns for existing clients through the platform
  • Receive reports and real time data from various TPS Engage data partners
  • Access additional budgets from companies that do not normally advertise on DOOH or companies that want to run reactive campaigns

The integration itself is made as easy as possible on your side and our tech team is always here to assist should you have questions.

What does integration mean for me? 

First of all, it means you will have higher chances of selling your available DOOH inventory. Secondly, it means you will be able to run dynamic Digital Out of Home campaigns as part of the normal playlist, without having to book exclusivity and run it through a HTML5 player or other solutions.

It also means you'll still be in control of whatever is shown on your screens. The campaigns and content coming from TPS Engage clients are already approved, but you have the final say on what runs and what doesn't.

What doesn't this integration do? 

TPS Engage is not a CMS, nor does it mean to replace your existing tech stack. We work on a non-exclusive basis and come on top of your existing solutions. It is also not meant to replace your sales team - we work with digital clients and rarely access OOH budgets due to the nature of our approach - selling hourly slots for dynamic content or micro-buying for mid-sized advertisers.

Try to think of us like having extra leg room on an intercontinental flight. It's not mandatory and you can definitely still get on the flight without it. But do you really want to?

Questions? 

Feel free to reach out to setup a demo and receive API documentation.