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June 1, 2023
Challenge: Samsung aimed to enhance customer interest and foster loyalty among their audiences while optimizing their media investment by implementing a data-enabled OOH campaign. The challenge was to strategically target sites with the highest potential for maximum views, thereby minimizing media wastage.
Objective: The primary objective of Samsung’s programmatic OOH campaign in Indonesia was to elevate the brand’s equity by delivering impactful consumer experiences that establish strong associations with Samsung’s brand image and enhance overall brand awareness. The campaign specifically aimed to create anticipation and generate excitement for the launch of Samsung’s new products, the Galaxy Z Fold3 and Galaxy A03, while leveraging programmatic technology to ensure efficient and targeted messaging to the intended audience.
Solution: Samsung strategically launched their latest products, the Galaxy Z Flip3 and Galaxy A03, through their highly anticipated ‘Flip&Fold’ campaign, utilizing programmatic advertising via the renowned platform, Google DV360.
To generate widespread brand awareness across the nation, the campaign meticulously executed a well-balanced combination of 54 classic and programmatic digital billboards, complemented by strategically placed LED sites in Jakarta. This comprehensive approach ensured maximum visibility and engagement with Samsung’s target audience, leaving a lasting impression.
Moving Audiences was able to identify premium DOOH sites that focused on areas most frequented by Samsung’s target audiences. The platform’s audience data algorithms were able to help Samsung mix & match, at the same time optimize its best site selection.
Results: With just a few tweaks to its campaign approach, Samsung was able to successfully optimize its campaign by understanding and utilizing audience data, sequencing its campaign, and reaching these audiences at the right place and time. Based on the tracking period for 15 of its selected sites across the campaigns:
Using audiences’ data-based OOH planning also meant that Samsung can map the target audience movement across the city and sequence future campaigns