SBI Life Insurance launches programmatic DOOH campaign

SBI Life Insurance launched the first ever programmatic digital out-of-home (OOH) campaign in India. Planned by WATConsult, the digital and social media agency from Dentsu Aegis Network (DAN) along with DAN’s Programmatic Arm – Amnet, this innovation is being leveraged as an extension of SBI Life’s ‘Main Se Hum’ campaign. With this initiative, the brand aims to reach out to newer audiences & build a programmatic connect thereafter.

Exploring New Year as a topic, the campaign was executed in Maharashtra & Delhi-NCR. Google’s Marketing Platform in partnership with Lemma Technologies, has helped the brand serve this digital inventory across OOH touch points and also plans to re-target audiences on mobile through the beacons installed at each location.

Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance said, “For a long-time marketers have been trying to bridge the gap between offline and online audience, to holistically target consumers. Using the existing advertising ecosystem, the programmatic digital out of home campaign (DOOH) successfully bridges the offline to online audience gap, by simple yet intelligent application of technology.” He further added, “At SBI Life we take great pride in being the early adopters of upcoming technologies and are extremely thrilled to start 2019 on an innovative note. We believe this will mark a transformation in the evolution of digital marketing.”

Rajiv Dingra, Founder and CEO, WATConsult said, “With this activity SBI Life adds another innovation with us with the key objective of testing Digital OOH, extend further reach for their “Main Se Hum” campaign exploring New Year as a topic to leverage and programmatically retarget with relevant brand messages. Well, this is the first-of-its kind initiative in India and will surely open more dynamic avenues for the brand in the coming future.”

Salil Shanker, Vice President, Amnet said, “This is a revolution in outdoor industry to connect DOOH screens to a digital advertisement ecosystem. At Amnet, we believe in driving innovations to our partners and with success of launching programmatic radio in India, now we are thriving to launch DOOH inventory through programmatic. The new platform offers advertisers with innovative solutions to connect with the right audience with right messages at the right time along the consumer journey. While the lines are slowly blurring between digital and offline, in the short term this step will surely help SBI Life in getting that extended reach through offline impressions and a possibility to re-connect audiences in digital world to help close the loop. The standardisation gives more simplicity to manage all media channels through a single lens.”

AMNET in association with Lemma Technologies ran this DOOH campaign as RTB (Real Time Bidding) campaign on Lemma’s platform which had Google DV360 participating as demand partner. “It’s an innovation in the outdoor industry to connect outdoor media to a centralised platform based on advertisement standard & protocols. Such standardization gives DOOH inventory more visibility to direct and programmatic demand”, says Gulab Patil, Founder & CEO, Lemma Technologies.

A scaled up buy for Programmatic DOOH with the objective of remarketing on mobile & targeting incremental reach will be further explored by SBI Life in the near future. Overall, this campaign helped to serve OOH inventory programmatically, giving more confidence to advertisers to reach their target audiences in outdoor locations. Additionally, this milestone also opened doors for advertisers to get transparent measurable results across marketing exchanges.