Using the Digital Maturity Framework as a driving force and point of reference, the Google team outlined an activation plan for Samsung, aligned with Starcom & PMX Precision, and harped on the brand as a leading test & innovation partner on DV360.
The teams partnered with Moving Walls to help identify the top locations to use for the campaign and to help monitor overall performance. DV360 allowed for easy campaign activation and overall campaign transparency & automation.
Samsung PH was the first advertiser to run a programmatic DOOH campaign in The Philippines. Over a period of 14 days, this DOOH campaign appeared in 4 of the country’s top OOH locations. This garnered more than 3.4m views across 23.8k spots. They also activated a remarketing campaign using data gathered from the DOOH campaign, which improved their CTRs by 3.3x vs internal benchmarks. Additionally, being the first execution of its kind in the PH, the campaign also generated PR coverage, more notably appearing on the country’s leading publisher for advertising & marketing. This campaign allowed the brand to bridge their offline and online executions with an innovative and effective campaign.
