APG|SGA: First PDOOH campaign with Google DV360 in Switzerland
APG|SGA, in collaboration with Swisscom's Wingo, has launched Switzerland's first programmatic digital out-of-home campaign using Google DV360. The initial results are now available.
Programmatic Digital Out of Home (PDOOH) is one of the major growth drivers in the industry. Out-of-home advertiser APG|SGA has been relying on VIOOH's international Supply Side Platform (SSP) since the beginning of 2019. More than 40 Demand Side Platforms (DSP) are connected to this globally. Since December 2023, DV360 (Google's DSP) has also been available for Digital Out of Home and campaigns can therefore be booked with VIOOH.
The first exclusive PDOOH campaign in Switzerland with Google DV360 was implemented with Wingo as the client, Mediaschneider as the media agency and APG|SGA as the provider. The PDOOH campaign started on December 14, 2023 with Wingo's "BrandDay". Over 550 ePanels and 43 eBoards from APG|SGA were used with moving images. The DSP from Google DV360 and the SSP from VIOOH handled the campaigns programmatically based on predefined criteria.
With over 4.1 million contacts and a reach of 20 percent in just one day, Wingo achieved a high level of attention at the start of the campaign in German- and French-speaking Switzerland. From December 15, specific geo-targeting was used to target ePanels and eBoards located in the immediate vicinity of Wingo's competitors. The aim was to persuade the young target group to switch providers. The campaign was supplemented with additional target group targeting. On weekdays, the campaign focused on commuters and at weekends on X-Mas shoppers. In the period from December 15 to 19, 2023, over 8 million contacts with a reach of 34% were generated.
