Printer brand HP has launched its first programmatic digital out-of-home (DOOH) campaign in Indonesia, deployed across 100 point-of-sale (POS) screens at retail outlets.
The campaign aims to highlight HP's Internet of Things capabilities through video creatives. PHD Indonesia, an agency under HP's media partner Omnicom Media Group Indonesia, conceptualised the idea to showcase video ad on Kudo POS screens to resonate with audiences who are outside of their homes running errands.
According to a press release, the screens strategically placed at checkout counters garner maximum eyeballs and user attention due to their proximity with the consumer. The dwell time at these screens is also higher, making it an added advantage.
Omnicom Media Group performance head Rohan Mahajan said: “With media fragmentation at its peak and consumers being exposed to several brands in a day, innovation and relevancy serve as key differentiators. There’s cut-throat competition to win a consumer’s share of mind and hence, a stand-alone strategy may not suffice." The campaign, he said is an example of how technology-driven innovation can drive relevancy amongst the hard-to-reach audiences by being present at multiple touch points.
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For the campaign, PHD Indonesia leverages Lemma’s cloud-based programmatic platform, which is integrated with several demand-side platforms. The platform provided the ease of activating, optimising and tracking the DOOH campaign, making it like any other mobile or web campaign.
Lemma founder and CEO Gulab Patil said: “Programmatic DOOH, even in it’s infancy, has several advantages and possibilities for advertisers to consider. However, its important to partner with technology platforms that understand this industry and in turn enable advertisers to reap its full potential."