The digital out of home (DOOH) advertising sector in France is set for a major transformation, as VIOOH, a leading global DOOH supply-side platform, has announced a strategic partnership with Turnadon, an eminent French advertising network. Their collaboration is poised to expand the reach and effectiveness of programmatic digital out of home (prDOOH) advertising across France, promising significant advances for advertisers.
The Impact of Programmatic Digital Out of Home Advertising
Enhanced Reach and Visibility
Turnadon’s extensive network of over 1,200 digital screens placed in bustling urban spots offers advertisers unprecedented exposure. With 400 million monthly impressions across major French cities such as Paris, Lyon, and Marseille, the company’s assets are prime real estate in the advertising sector. By leveraging VIOOH’s advanced programmatic platform, advertisers can now access these high-impact screens in a more efficient and targeted manner. This synergy enhances the delivery and measurability of ad campaigns, providing businesses with the tools to achieve greater visibility and engagement across multiple touchpoints. Such strategic placement and real-time bidding allow campaigns to be hyper-localized, addressing specific demographics based on location and time-specific behaviors.
Optimizing Campaigns Through Technology
The new programmatic capabilities enable advertisers to refine their campaigns with precise control and flexibility. Clients can adjust their advertising parameters on the fly, optimizing for peak engagement periods and reacting to live consumer behaviors. Integration into omni-channel campaigns becomes seamless, with prDOOH complementing online and mobile efforts to create a cohesive brand narrative. VIOOH’s platform supports fluid adjustments to ad creatives, schedules, and budgets, emphasizing efficiency and adaptability. This means advertisers can quickly adapt to market conditions, ensuring their message stays relevant and impactful. Furthermore, the ability to monitor performance metrics in real-time aids in fine-tuning ongoing campaigns for maximum ROI.
Industry Reactions and Future Implications
Executive Perspectives
Key executives from both entities have expressed confidence and enthusiasm regarding the partnership’s potential. Jean-Christophe Conti of VIOOH emphasized the transformative commercial prospects for both local and international advertisers. He cited the flexibility, efficiency, and seamless integration of prDOOH as substantial benefits that make this medium a preferred choice in contemporary advertising strategies. On the other hand, Turnadon’s Yassine Mahdar highlighted the innovative aspects of their approach, stressing the capacity to create more personalized and connected advertising efforts. This, he suggested, could revolutionize how advertisers interact with audiences, fostering deeper connections and more meaningful engagements.
Shifting Advertising Landscapes
VIOOH’s recently released 2024 State of the Nation research underscores the evolving landscape of DOOH in France. Current figures show that 32% of French advertisers have integrated prDOOH into their marketing efforts, with expectations to rise significantly to 41% in the next 18 months. Additionally, there is a notable shift in advertising budgets toward prDOOH, with French advertisers planning on increasing their spend by 30%. This reallocation includes budgets redirected from other digital channels and, in some cases, entirely new budgets dedicated to prDOOH. The appeal of prDOOH’s cookieless environment and extensive broadcast range is proving to be compelling, highlighting the medium’s efficacy in reaching vast, diverse audiences in a privacy-compliant manner.
A New Standard in Programmatic Advertising
Precision and Power
Both VIOOH and Turnadon are optimistic that their partnership will set a new international standard for DOOH advertising. The precision and power of programmatic technology in combination with Turnadon’s measured screen network offer unmatched insights and engagement potential. Advertisers can benefit from granular data, allowing them to craft more impactful campaigns that resonate on a personal level with their target audiences. This collaboration promises to enhance the strategizing and execution of advertising efforts, fostering greater return on investment (ROI) and enabling brands to make well-informed decisions.
Future Trends and Developments
The focus will be on increasing engagement and delivering more personalized content to audiences, making prDOOH a more attractive option for advertisers. This partnership is expected to set new standards in the French DOOH market, driving innovation and efficiency in digital outdoor advertising.
