By A Correspondent

GroupM’s Xaxis in partnership with M/Six and Lemma recently announced the results of their pioneering digital out-of-home (DOOH) campaign for Veeba Sauces. The campaign showcased new real-time audience targeting and measurement capabilities for out-of-home advertising and helped increase in-store sales by more than 15 per cent.

Said Ankit Sharma, brand manager at Veeba Food Services: “Xaxis presented us an opportunity to deliver programmatically digital out of home. With our fantastic product line-up, being able to display our message in target stores supported by mobile activity, remarketing to users who were within 20 meters of a DOOH location, was a smart approach. The campaign helped increase sales by 15% across the target 24/7 stores in Delhi. Moving forward, it is a channel we will be considering within our media mix.”

Added Saket Sinha, senior vice president and head of M/Six India: “M/Six has always believed in outcome-based advertising, and that connecting with walk–in consumers at a store is a critical part of the marketing funnel. By enabling brands to tap into the benefits of programmatic advertising, we were able to provide Veeba Sauces with a unique medium to reach consumers with eye-level messaging and  cover an area far greater than what was possible through traditional OOH.”

Said Bharat Khatri, country lead, Xaxis India: “Out-of-home advertising has always been an effective media channel to drive awareness for brands and now combined with programmatic technology this medium is more automated and measurable than ever before. We saw all the benefits of programmatic DOOH come to light, the ability to communicate in real-time through networked digital screens, wi-fi and mobile broadband to deliver contextually relevant messaging, and drive more immediate consideration, trial and purchase. This is a compelling reason for brands to invest in DOOH.”