Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally
8th May, 2024 – This strategic alliance sees Adform’s DSP integrate with VIOOH’s globally placed inventory and strengthen its programmatic omni-channel offering. In addition to the existing EMEA market, Adform clients can now easily scale performance and enjoy unprecedented transparency and efficiency across their DOOH media buys in North America, LATAM and APAC.
Advertisers are eager to capitalise on the prDOOH opportunity, especially with this year’s upcoming global sporting events like the Euros and Olympics. Offering the chance to target receptive audiences with contextual, meaningful, and dynamic campaigns, this new tailored integration provides Adform’s clients with a suite of DOOH advantages at the perfect time. Adform’s sophisticated impression multiplier, combined with VIOOH’s premium inventory, enables advanced targeting, metrics, and real-time reporting.
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After establishing its global omni-channel division in November 2023, Adform continues its momentum with this extended partnership. Launching these new DOOH capabilities for its DSP, Adform can better meet advertisers’ requirements for effective and data-driven measurement with improved transparency.
Vicky Foster, VP Global Commercial Partnerships at Adform, comments: “Having been a long-time partner in EMEA, we know the game-changing results that VIOOH’s inventory drives for advertisers. That’s why we’re excited to expand our partnership globally, offering robust performance and uncompromising transparency when advertisers need these most.”
Frances McCann, Global Director of DSP Partnerships at VIOOH, comments: “At VIOOH, we strive to remain at the forefront of the evolving programmatic DOOH landscape and we’re pleased to extend our partnership with Adform which helps us to stay on track to deliver this goal. prDOOH is becoming a key component in every media plan and we want advertisers across the globe to benefit from campaigns fuelled by data-rich, on-the-go, high-quality inventory to efficiently target diverse audiences.”
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Nano Partners with Circana to Enhance ID-Free Targeting Solution for CPG Advertisers
Nano Interactive, leader in ID-free targeting solutions, has launched a partnership with Circana, the leading advisor on consumer behaviour. The partnership will enable Nano to bolster its identity-free Intent Personas, combining Circana ProScores™ data with sophisticated modelling techniques to allow areas of opportunity to be identified in a privacy-friendly way.
The partnership is based on Nano’s ability to bring real-time consumer journey data, deep contextual analysis, and machine learning technology to deliver advertising solutions without relying on identifiers. With Circana’s best-in-class Point of Sale (PoS) data, which utilises in-store sales data to identify shopper profiles likely to drive purchase, this partnership delivers an additional layer of targeting precision, enhanced privacy for users, and a simpler, more effective campaign execution for CPG advertisers.
“The CPG industry continues to experience widespread media challenges, from increased fragmentation to disparate data sources, with transparency and measurement equally remaining a critical focus,” stated Gordon Eldrett, UK media director, Circana. “The partnership enables Nano to tap into our ProScores™ data, combining it with Nano’s unique audience intent insights and ID-free targeting to allow advertisers to build targeted categories so they can reach shoppers with a higher propensity to buy. From what we have seen thus far with results, this is truly a fantastic example of what can be achieved through this partnership.”
“This partnership comes at a really crucial time for the industry, which is grappling with cookie-free alternatives to target and measure audiences effectively,” said Matthew Beck, VP strategy & partnerships, Nano Interactive. “We have a unique position in the market to lead the charge in helping the industry navigate these challenges. Our ID-free Intent Personas combined with Circana ProScores™ data, have proven to not only drive incremental sales and a significant ROI, but also uplifts across key brand metrics – this is game changing.”
To pilot the effectiveness of the partnership, Nano and Circana created a test campaign with a leading premium drinks brand, the Heineken Company, to strengthen brand awareness and market penetration as well as increase consumer consideration for Cruzcampo as a newcomer beer brand in the UK.
Nano and Circana utilised in-store shopper sales data to measure brand uplift, helping to optimise campaign spend against product distribution and measure the impact on in-store sales. The campaign illustrated positive impact on brand awareness, driving incremental sales and resulting in strong ROI above the set benchmark by 43%.
“We’re really pleased with the results we have seen off the back of this activation with Nano and Circana,” stated Dan Glynn, programmatic lead for Heineken. “This was our first pilot with Nano using its ID-free intent targeting solution. While the main aim of the campaign was to deliver awareness, we also wanted to understand the impact of programmatic advertising from a short-term sales perspective.”
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Nano used ProScores insights to inform planning based on sales propensity at a Geo level with distribution, market share and category trends. This data was then layered onto Nano’s ‘food and drink’ vertical insights category plus its intent persona segment for ‘alcohol drinker’ in order to optimise delivery to areas in the UK with qualified sales opportunities for the Cruzcampo brand. Using this granular level of insights planning, the campaign saw uplifts across core brand metrics including a further 48% increase in positive sentiment for those who recalled the ad, with nearly all of those who recalled the ad having a positive opinion.
The ROI achieved in this campaign, which exceeded the set benchmark, is a critical marker showing profitability for media investment in the brand overall. The pilot with Cruzcampo illustrates the potential for partnerships like this to yield bigger campaign results with a true measurement on brand impact.
The ability to measure performance using technology that understands the intent of users, the meaning of the campaign, and the overall contextual environment in a brand-safe, privacy-first manner is critical for advertisers looking to futureproof.
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