Schroders and Yahoo turn heads with first programmatic OOH campaign

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Global asset and wealth management company Schroders has launched its first programmatic DOOH omnichannel campaign titled "Beyond Profit". Done in collaboration with Yahoo, the campaign marked both companies' first foray into DOOH in Singapore and Southeast Asia. The campaign aimed to increase exposure and awareness for Schroders’ sustainable investment products and capabilities, and tapped on Yahoo's omnichannel platform to increase brand awareness.

Yahoo's programmatic DOOH and mobile retargeting capabilities were also used to help Schroders engage the right audiences and influence consumer behaviours. As countries prioritise in reopening and growing consumer optimism, the once deserted streets are now seeing a semblance of the old reality, albeit the hustle and bustle with masks-on and social distancing, Yahoo said. This, in turn, led to the growth of DOOH's allure to marketers.

The campaign also tapped on mobile retargeting to close the loop, while driving click-throughs to Schroders’ website, where audiences could find out more about the brand’s sustainability products and capabilities. Additionally, audiences nearby the 38 DOOH screens across Singapore that screened Schroders’ campaign were also served native and display ads through Yahoo’s digital signal processors.

According to Yahoo, its pilot DOOH-led omnichannel campaign with Schroders builds on its growth in emerging channels, to unlock meaningful ways for brands to connect with the right consumers. Schroders' campaign was launched across digital screens in Orchard and the CBD through Yahoo’s omnichannel digital signal processors. The campaign also tapped on programmatic buying of DOOH ads and utilised targeting tools, such as dayparting and weather, to reach consumers in high-footfall locations at the right time. The DOOH ads were strategically turned on during peak hours where there would be higher foot traffic.

For instance, placements in the CBD were prioritised during office days and hours and turned off during the weekend, while ad placements at Orchard were turned on during evenings and weekends, ensuring optimal efficiency to reach as many relevant audiences as possible in high-footfall areas and timings. MARKETING-INTERACTIVE has reached out for comment.

Jerry Low, head of marketing for Southeast Asia, Schroders, said that it is always looking for fresh and innovative ways to connect with its audiences as it seeks to make an impact through sustainable investing. “Working with Yahoo on our first DOOH-led omnichannel campaign has allowed us to connect with our target audience effectively and impactfully - ensuring that they hear our message,” he added.

Carol Tay, senior director sales Southeast Asia, Yahoo, added that programmatic DOOH is shaping the future of OOH, bringing the benefits of digital channels to the traditionally place-based medium and significantly lowering costs and barriers to entry typically associated with OOH media buys. “Now, advertisers can combine the high impact of DOOH, in high-footfall locations, into omnichannel campaigns that are agile and scale quickly, reaching their audiences in hyper-targeted ways that seamlessly complement their daily habits,” she added.

Tay also explained that as people in Singapore venture out and movement patterns evolve, advertisers are looking for the ability to buy across multiple channels, formats, and screens, to reach and connect with the right audiences effectively. With access to over 320 premium DOOH screens across Singapore through partners such as VIOOH and Vistar Media, Yahoo plans to expand its DOOH inventory to high-footfall areas such as the airport.

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