To celebrate the launch of the second year of the JCDecaux Programmatic DOOH Live Awards this Spring, NDA caught up with last year’s winners to discover how their programmatic OOH business had developed this year.
Next up is Dan Douglas, Founder, StoreBoost Retail.
How has your business developed since winning the Best use of Data award at the JCDecaux pDOOH Live Awards last year?
StoreBoost has had a great 2024. We’ve run over 40 retail-focused pDOOH campaigns and really started to get traction with brands which haven’t previously seen pDOOH in proximity to physical stores as part of the retail media ecosystem.
How has your use of pDOOH developed?
We’ve got more sophisticated with our use of data to model our media plan and optimise in real time so that clients can be efficient with their spend but still get impact.
How have you seen the pDOOH industry develop?
We’re starting to see the rise of ‘always-ready pDOOH’.
This is – where we use non-guaranteed buys, activated by data triggers to maximise impact at key moments and in key locations. This is a more efficient, more effective way of buying compared to programmatic guaranteed which is still favoured by many and does have a place in the industry, but for retail brands,. .
it’s essential to use real-time data and automation or you’re just not going to be as effective as possible.
What are you most excited about for pDOOH in 2025?
We’re very excited to see more brands integrate their trade and paid media in and near stores in 2025.
The rise of the omnimedia director is a great sign of businesses seeing they need to be holistic in their approach to be successful in today’s media.
Having a siloed approach to above and below the line with OOH seen as brand awareness and trade marketing as commerce simply doesn’t cut it anymore. I think the new measurement categories in the JCDecaux pDOOH Live Awards are a good reflection of this trend.
What are the biggest challenges and how will they be overcome?
Convincing brands to move money from Amazon to pDOOH!
Retail media purists will only be swayed by data and convincing ROI studies that show the importance of a full-funnel approach joining pDOOH and shopper marketing together bringing more than the sum of the parts.
What has your most exciting campaign been this year, outside your winning entry!
We’ve had a few but we’re particularly happy with our work with Diageo and its Don Julio airport campaign this summer, which drove huge returns for the brand using programmatic DOOH across UK airports.
We made the awards incredibly easy to enter, we thought. How easy was it in reality?
It was a great format. Live voting on the night is refreshingly different as often awards judging doesn’t seem democratised.
To find out more about the JCDecaux pDOOH Live Awards 2025 – now open for entries – click here.
This article originally appeared on New Digital Age.