PlaceMakers, Dentsu & Hivestack: Leveraging Dynamic Creative Optimisation (DCO) to power Programmatic digital out of home (DOOH).

Programmatic digital out of home (DOOH) technology has helped an iconic Kiwi paint brand, Levene, deliver dynamic billboard ads based on up-to-date local weather forecasts, in towns and cities around the country. 

PlaceMakers, New Zealand’s leading building materials supplier and sole supplier of the Levene brand, teamed up with dentsu media and the world’s leading independent programmatic digital out of home (DOOH) ad tech company, Hivestack, to execute this creative campaign.

Using the Hivestack DSP, and dentsu’s proprietary platform D4, they were able to geofence PlaceMakers stores, where there was the highest concentration of its target audiences and deliver thousands of relevant creative variations on the fly based on weather forecast and relevant product feeds.

Key to its success was the use of Dynamic Creative Optimisation (DCO) which capitalised on key “moments” and the consumer’s state of mind in real-time, resulting in a more memorable and contextual connection. Automatically pulling relevant creatives based on a custom data trigger focused specifically on various weather conditions and the most relevant paint product the consumer should be considering.

For example, commuters in Christchurch on a Wednesday morning would see a different ad not only to those in other locations such as Mairangi Bay, but potentially even to the same billboard viewed later that rainy afternoon on their way home from work.

This campaign testifies of how DCO should be seen as accessible with seamless execution, and also cost effective, when using the right partners. 

Ash Houghton, Sales Director for Hivestack, says DCO has always been a prominent driver in programmatic online advertising.

He says it is “exciting” to see the technology translate into the DOOH space in the PlaceMakers campaign.

“Having creatives activated based on real time data signals drastically increases the contextual relevance to Out of Home audiences. It’s great to work with partners like dentsu and PlaceMakers who push the channel forward with their innovation.”

Bram Stevens, Group Director Data & Technology at dentsu mentioned contextually relevant and highly targeted messaging “has long been proven to be more effective, both in terms of ad-recall as well as commercial campaign outcomes.”

Until now, he shared, the challenge has always been to deliver this in a cost-efficient way in the DOOH channel.

“Combining dentsu’s D4 product and the Hivestack DSP, we automated the entire process from buying to rendering the right creative at the right time and location.”

Through Hivestack’s SSP, the campaign was activated in New Zealand at 30 prime locations across Go Media’s large format digital billboard network. 

Parris Downey, Head of Digital at Go Media said it’s encouraging to see New Zealand advertisers like PlaceMakers embracing the new wave of insights and creative solutions that programmatic has brought to the DOOH space. 

“In this specific case for PlaceMakers, the team at dentsu produced a highly technical and creative campaign which championed true dynamic functionality across the pillars of audience targeting, efficiency and contextual relevance.

This is a real needle-mover from the dentsu and Hivestack team, and we here at Go Media are proud to be partnered with such creative thinkers and doers.”