DEPT®, a pioneer in technology and marketing, leveraged programmatic Digital out-of-home advertising through Vistar Media for Canyon Bicycles, a world-leading bike manufacturer. By layering audience data with the efficiency of programmatic trading, they effectively reached cyclists and potential cyclists across Hamburg.
Targeting commuters on the move
A key strategy was targeting commuters during rush hour, offering an alternative to their current modes of transport. Programmatic guaranteed deals allowed Canyon to dominate larger DOOH screens during morning and afternoon rush hours, maximizing impact among their target audience. DEPT® and Canyon created a custom audience segment using app usage data provided by Adsquare, ensuring precision in reaching relevant audiences.
Audience-based buying with programmatic DOOH
Audience-based buying in DOOH involves using audience data sources to determine the optimal locations and times to reach desired target groups. Data from globally trusted providers like Adsquare and Skyrise Intelligence was integrated into the Vistar Media' DSP, enabling DEPT® to enrich their campaign with precise targeting.
Instead of focusing on identifying individual publishers or specific locations, this approach allowed DEPT® to follow their audience seamlessly throughout their daily routines, delivering relevant and timely messaging that resonated.
With Vistar Media’s advanced capabilities, DEPT® and Canyon Bicycles executed a highly effective campaign, demonstrating the power of audience-driven programmatic DOOH.
