Renault, Lemma & Yahoo launch a programmatic DOOH campaign

The campaign offers high dwell time via programmatic technology.

Mumbai: Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

The campaign, planned by Omnicom media group, aims to raise awareness for the Renault Kiger model through targeted exposure on DOOH screens at India's busiest airports.

Lemma’s integration with Yahoo enabled OMG to buy and implement DOOH seamlessly as a part of their digital campaign, reaching millions of multi-city audiences through a single touch point with optimal budget utilisation.

The campaign utilised audience insights, strategic ad rendering tools & ad placements to coincide with peak foot traffic to guarantee maximum exposure to the intended demographics.

Commenting on the campaign, Lemme founder & CEO Gulab Patil said, "The benefit of programmatic DOOH is that it seamlessly integrates into the digital ecosystem, making it easier for marketers to implement programmatic DOOH via multiple integrated platforms. As the demand for new and emerging media grows, stakeholders must adapt quickly and provide agencies with solutions that help them execute omni-digital strategies effectively and efficiently through DSP integrations.

He added, "This campaign executed in collaboration with Yahoo DSP demonstrates DOOH’s responsiveness in prioritising campaigns based on audience movement and other key variables, making every exposure accountable and delivering optimal reach & visibility."

"The Renault Kiger campaign’s extension from digital to DOOH demonstrates the importance of increasing audience reach by targeting specific 'real world’ contexts, which is easily enabled by Yahoo’s omnichannel DSP," said Yahoo global head of DOOH Stephanie Gutnik.

"Airports offer the dwell time and audience attention that helped Renault Kiger’s content drive meaningful and measurable results," he added.

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