The document discusses programmatic digital out-of-home (DOOH) advertising. It describes how OMD Turkey ran a targeted and automated campaign for HP using proximity marketing data and programmatic DOOH. The campaign ran niche creatives for travel enthusiasts and students in specific malls over Christmas using real-time audience data from mobile devices. This enabled efficient multi-channel targeting across DOOH and digital formats from a single programmatic buying platform. The campaign was successful, winning an IAB MIXX award in Turkey for HP Sprocket.

1. OMD TURKEY FOR
HEWLETT PACKARD
DOOH to grow by 12.6% until 2023
The future of DOOH
Europe has highest market share
Global revenues in 2017 was $13.4 billion
Smart cities, autonomous cars: new channels
Every signal actionable
Bought fully programmatically

2. Programmatic OHH
Each System will be need to develop their own AI to connect with Programmatic OHH, digital environments
with audio, and web.
As newly evolved digital environments needs special footfall and detail report we need to create a precise
areas to focus on provide on target
To boost programmatic OOH, one-to-one push notifications can send to members of this target audience
Through a beacon inside our Target area, so we have footfall data to stores

3. HP Sprocket Strategy and Execution
HP’s Sprocket printer product has a niche set of target audiences: travel enthusiasts and students. By running
programmatic digital out-of-home campaigns through Platform 161 DSP and data on these audiences coming
in from a proximity marketing company, Blesh, OMD Turkey left the campaign on auto-pilot to run in two
specific niche malls during Christmas period when the target audiences were highly concentrated.
The real-time targeting was possible through Blesh’s integration with Awarion’s out-of-home exchange,
enabling immediate activation of a campaign based on such criteria. By executing a campaign this way, OMD
was able to create significant media efficiency for their client and show different creatives for each target
group, whenever one was higher than the other. Since the campaign was run from a DSP, lat-long targeted
line items for the digital realm ran in-sync to the programmatic OOH campaign, targeting these audiences
through multiple channels and creating a unified point of media buying and reporting.

4. The Flow of Campaign Data in Programmatic OOH

5. Executions

6. IAB MIXX AWARDS in Turkey for the HP Sprocket
campaign