Challenge

Hayu had the simple goal, to focus their OOH buying on capturing more of their target demographic of women 18–24 years old.

Solution

Using their proprietary DMP solution mPlatform, groupM identified over 2.6 million devices that belonged to the target audience. Utilising Hivestack’s platform, optimal screens were identified based on device movement patterns. Bids were only placed where the data showed a high concentration of this audience present – delivering higher levels of on-target reach and reducing wastage.

Results

Focusing OOH buying using external data signals dramatically increased the volume of campaign views from the in-target audience. GroupM estimate that programmatic activation delivered 2.9x more on-target impressions than a traditional OOH booking.