Samsung's Dynamic DOOH Campaign Lights Up Malaysia
Samsung Malaysia, in partnership with The Trade Desk & Hivestack, revolutionized advertising with a dynamic DOOH campaign, reaching millions.
Introduction
In the fast-paced world of advertising, staying ahead of the curve is essential to capturing audience attention. Samsung Malaysia, in collaboration with The Trade Desk and Hivestack, recently illuminated the Malaysian landscape with a groundbreaking programmatic digital out of home (DOOH) campaign. This innovative endeavor aimed to spotlight Samsung's new generation of A Series phones, the Galaxy A54 5G and Galaxy A34 5G, boasting cutting-edge day and night features.
Objective
Samsung Malaysia's primary goal was twofold: to garner invaluable audience insights and to amplify awareness and purchase intent for their latest smartphone offerings. Leveraging the power of programmatic DOOH, Samsung sought to deliver targeted and contextually relevant creatives to engage consumers effectively. With the assistance of Hivestack and The Trade Desk, Samsung Malaysia embarked on a data-driven journey to connect with its target demographic in a cost-efficient manner.
Solutions
Deployed across 50 premium programmatic DOOH locations for the first time in Malaysia, the campaign made strategic use of Laguna & Big Tree's expansive digital roadside billboards. Through The Trade Desk's DSP, Samsung flexed its creative muscles by dynamically serving 105 versions of day and night creatives across 50 screens. Each iteration highlighted distinct features of the Galaxy A Series phones, such as Samsung Wallet, Quick Share, and Nightography.
Harnessing the dayparting capabilities facilitated by Hivestack's SSP, Samsung ensured that ads were displayed at optimal times, aligning with the behavior patterns of its target audience. Nightography ads illuminated screens during evening hours (6pm – 6am), while daytime hours (6am – 6pm) showcased other compelling features of the smartphones.
Results
The campaign proved to be a resounding success, amassing over 3 million impressions and reaching 2.1 million users in Malaysia from April 28 to June 30. Across 50 screens, ads were played a staggering 43,000 times, with standout performances observed at key locations such as Jalan Bangsar and Sultan Ismail. Peak foot traffic coincided with weekday commute hours, particularly on Tuesdays, Wednesdays, and Fridays from 8 am to 11 am and 6 pm to 9 pm.
The dynamic nature of programmatic DOOH enabled Samsung Malaysia to implement multiple rounds of creative updates swiftly, maximizing the campaign's impact in a short span of time. Karla Domingo, Associate Digital Director at Starcom Malaysia, lauded the campaign's success, emphasizing programmatic DOOH's ability to elevate brands' media strategies through data-driven insights and measurable outcomes.
Conclusion
In conclusion, Samsung Malaysia's collaboration with The Trade Desk and Hivestack underscores the transformative potential of programmatic DOOH in the realm of outdoor advertising. By seamlessly integrating technology, creativity, and consumer behavior insights, brands can illuminate the digital landscape with captivating displays that resonate with their target audience at the right place and time. As the advertising landscape evolves, programmatic DOOH stands at the forefront, offering brands unparalleled opportunities to engage with consumers in meaningful ways and drive tangible results.
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