Programmatic advertising is changing the media landscape | Interview with Lian Visser of MediaScience

Weather targeting

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Over the past year, we've experimented a lot with DOOH. One great case we rolled out on motorway screens was for Velux (window blinds). In spring, many people suffer from heat in their attic, as the sun can shine in uncomfortably. Velux has the solution. For this client, we aligned display, social, search and DOOH. How? Through weather targeting. When the temperature rose above 21°C, specific ads started running on screens along roads leading to the beach. The message was clear: it's 21°C here right now, but it's even hotter in your attic room. Have you thought about sun protection? It keeps your attic cool. On DOOH, the screen showed the current temperature, measured at that exact location.

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For OOH, we could also have gone for traditional billboards with paper posters. Instead, we chose digital motorway billboards. That saved us 97% (!) of the budget. Our targeting was very precise. During the DOOH campaign, online search volume rose by more than 300%. That's exceptional. MyAdbooker handled the programmatic side. The campaign's approach was a first for everyone involved. Our request was simple: we want to set up a weather feed. And MyAdbooker rolled it out. We created various executions for this, as each temperature needed a different visual.

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'The journey to conversion is crucial'

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At MediaScience, we see the worlds of online and DOOH merging. At the time of this interview (late 2017), I'm already working on the annual plans for 2018, and you can see that they're largely online. Soon, online marketing will simply be called marketing. For Viceland, an OOH campaign is running at stations. We then extend it to social, search and YouTube. This has to run in sync with the DOOH activity. Only then do the different media reinforce each other.

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‘'Programmatic makes media deployment completely adaptable. Flexibility is the key word'’

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Standing out from the rest will be the biggest challenge. For years, media agencies were sceptical about programmatic. That's changing now, although there's a lot of competition from Facebook and Google. Results are often attributed to these giants, so programmatic gets less credit. But clients should look at the bigger picture. It's not just the end result that matters. The journey that led to it is just as important. After all, how did that person end up making that purchase or signing up? We carry out these analyses for our clients ourselves. We often have to explain this path, and this year we want to make it even clearer.'

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MediaScience
MediaScience is a new kind of agency. The world is changing, and the media landscape with it. There are screens everywhere, and consumers are bombarded with as many as 10,000 commercial messages a day. How can a brand still stand out among them? At MediaScience, creatives, strategists and media specialists work together on campaigns that make an impact. Data, media and creative are all under one roof. Reaching and engaging the target audience is therefore the company's speciality. 'We have all the specialists we need in-house. This collaboration ensures the best possible product for our clients,' says Lian Visser.

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www.mediascience.com/