DOOH: Closing Performance Gaps of TV Campaigns Through Ströer Public Video

Through public video (DOOH), any campaign can be broadcast at short notice, with extensive reach, precision targeting and dynamic distribution – either comprehensively as a reach booster or selectively for targeted communication. From now on, public video campaigns (DOOH) can also be controlled using geographic TV campaign data and effectively close performance gaps of TV campaigns.

Ströer is working together on this with AEOS (all eyes on screens, formerly Adscanner). AEOS collects anonymised usage data from almost one million cable and IPTV customers of Vodafone in Germany. This data provides the basis for AEOS’ new “TV Boost” solution: an AI-based technology that measures TV reach down to the second. This technology allows for the targeted delivery of a public video campaign that utilises a machine learning approach to evaluate the TV performance data of each smart TV at the city level.

“Agencies and customers rely too much on TV and online video in their moving image mix to reach their intended audiences. With our public video network, we offer an effective addition to the moving image mix, as a targeted budget shift from TV to PV can lead to a significant increase in net reach,” says Annina Bleek, SVP SOLUTIONS STUDIO at Ströer. “Those who are also interested in sustainable communication and CO2-efficient campaign planning have one more reason to consider Public Video.”

“Ströer’s public video network and our activation product ‘TV Boost’ are a perfect match: the nationwide presence of digital media carriers in Germany offers advertisers the opportunity to optimise regional gaps in their moving image campaign with impact and effectively,” says Marin Ćurković, CEO & Co-Founder all eyes on screens.

A regionally driven public video campaign based on AEOS data for the client Bayer led to a significant increase in incremental net reach. This is demonstrated by the results of the accompanying market research conducted by mscience.

Bayer and the media agency EssenceMediacom used Ströer’s new “TV Boost” offering for the Priorin brand and ran the PV campaign only in those cities where the defined net reach on TV was not being achieved. This also revealed that there are massive differences in TV ratings across Germany. For example, during the campaign period, Munich only showed an index of 64 compared to the national average. Gaps in TV coverage also occurred in large cities like Hamburg and Dresden, as well as in smaller cities like Osnabrück and Wolfsburg. However, there were also cities like Kaiserslautern and Rostock that ranked above the average. With these findings, the PV campaign was rolled out in the respective cities with more or less advertising pressure in order to close TV coverage gaps.

The results of mscience’s market research, based on a representative online survey, also confirm that despite a relatively short campaign duration of two weeks, positive results could already be seen in Priorin’s brand KPIs. Even though impressions were gained exclusively through public video, significant improvements were achieved across all stages of the brand funnel. The best results were achieved among people reached equally by both public video and TV. Advertising recall is increased by 11ppt through the combination of TV and public video. In addition, at 23ppt, aided brand awareness indicates a massive increase through the use of TV and public video. Lastly, the campaign mechanics prove to be effective in the lower stages of the funnel, leading to Priorin being more prominently present in the relevant set (+7ppt).

“Our goal with the campaign was to create awareness for our brand. We have tested the TV boost solution and are completely satisfied with the results. It was able to achieve a strong push in the campaign through the use of DOOH. The results confirm the impact we expected from the combination,” says Jusof Emadzahdeh, Media und Digital Marketing Manager of Bayer.