Cynopsis Digital Out of Home 04/17/24: SambaTV and GSTV team to analyze ad effectiveness; Vistar Media expands in Latin America

Wednesday April 17, 2024

SambaTV and GSTV have teamed for a national quick-service restaurant brand and a national CPG brand to analyze the reach and frequency of GSTV campaigns compared to national and local TV schedules. “Our collaboration with GSTV unifies the impact of advertising effectiveness both in and out of the home,” said Samba TV Co-founder and COO Alvir Navin. “This partnership will help advertisers understand and optimize the unique and complementary reach that DOOH can contribute to a media plan.” The deployment of the solution is now available to national advertisers looking to reach and measure incremental audiences.

Vistar Media and Latin American programmatic OOH media company PRODOOH are teaming to expand Vistar’s advertising capabilities to Latin America. The PRODOOH team of local experts will leverage Vistar’s advanced technology solutions to develop programmatic OOH across Latin America, beginning in Mexico and Brazil, with plans to expand to Argentina, Chile, Colombia and Peru this spring. “Teaming up with PRODOOH to bring OOH solutions to Latin America is an exciting steppingstone for Vistar in our broader global expansion plans,” said Eugenie Chen, SVP, Strategy & Partnerships at Vistar Media. “Our goal at Vistar is simple – help marketers leverage OOH’s unique ability to motivate and delight, while giving media owners the tools they need to manage their OOH inventory networks efficiently. This partnership aims to do just that.”

Chicago-based Go Brewing, focused on non-alcoholic craft beer, a rising trend in the food and beverage space, has launched a multi-platform campaign that includes OOH billboard across Chicago and Columbus. The campaign utilizes OUTFRONT Studios’ DAA server.

Captivate has named Leigh Lowery as Chief Revenue Officer, alongside unveiling a refreshed brand identity. Lowery rejoins the team as a Captivate veteran – during her first tenure with Captivate, Lowery served as SVP of National Sales. She then took on the role of Group Vice President and Head of US Brand Partnerships at OUTFRONT Media. Captivate’s brand refresh centers around “Influencing the Influential,” highlighting the value of forging powerful connections between clients and a high-value, global audience through curated digital video content experience.

Cognitiv went big with its first brand campaign, showing agencies and brands the power of AI, using deep learning OOH technology from Billups. Justine Frostad, SVP of Marketing at Cognitiv, shares the details.

What prompted Cognitiv to launch their first brand campaign? 2023 was a major inflection point for AI, in both our industry and the wider world. As adoption of our ever-expanding Deep Learning Advertising Platform and advanced AI rapidly increases across the board, we felt it was the right time to focus on increasing brand awareness on a wider scale. Our goal, with AI at center stage in our industry and globally, was to put ourselves out there in a bigger way and get creative with our messaging, visuals and, of course, media buys.

How did Cognitiv decide on the audience and messaging for the campaign? We did several third party brand audits in 2023, interviewing clients, partners, and prospects about the challenges and opportunities they currently face when it comes to discovering and authentically connecting with their customers. A clear through-line in those interviews was the desire for more time – advertisers, specifically those on the media buying side – are constantly in the weeds. We found a deeper undercurrent behind their craving for more time – a desire to design their own days and essentially, as we understood it, reclaim their brains.

We focused on media buyers, marketers and agency executives as our target audience, exploring how to visually bring the campaign to life in a way that would intrigue people and give them something visually interesting to take in during their commutes.

We had a blast thinking through how to visually bring the campaign to life working with creative agency Manual Labor Studio, playing with how to tell a story with the “brain” at the center. We looked at categories including collaboration, responsiveness, transformation, and productivity to name a few. The aesthetic of the different brains we created for the campaign graphically represent the benefits that come from mental relief and clarity of an undistracted mind. The copy evolved into a play on our company name by dropping the “e” on our selected outcomes with ads like “More Collaborativ,” “More Responsiv,” “More Inventiv,” and “More Inclusiv.”

What was unique about Billups’ approach? This is our first out of home campaign and Billups has been an incredible partner on that journey. They helped us think through how to effectively reach our agency prospects and clients throughout their day, specifically in NYC, from commuting to any between-meeting outdoor time. Now that many more people are back in-office at least a few days a week, leaning into that post pandemic shift made sense.

What role has AI and deep learning played in the campaign’s development and launch to market? AI has been an essential part of this campaign from creative concept and execution to OOH and, of course, the use of our Deep Learning Advertising Platform to launch a high impact display campaign. Using AI in the creative process was particularly interesting for me because I got to see first-hand how it can be such a valuable partner on that journey from ideation to campaign creation. Manual Labor used AI for creative concepting and to build out 3-D animated imagery. Billups uses AI to determine the right media approach to reach audiences in the right locations during the right times of day. As an AI company, it was exciting to see how each of our partners used AI in a unique, yet equally impactful, way.

To read the full interview with Justine Frostad, go to Cynsiders.

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Cynopsis Digital Out of Home 04/17/24: SambaTV and GSTV team to analyze ad effectiveness; Vistar Media expands in Latin America

SambaTV and GSTV have partnered to analyze the reach and frequency of GSTV campaigns compared to national and local TV schedules. Vistar Media and PRODOOH are teaming to expand Vistar’s advertising capabilities to Latin America. Go Brewing has launched a multi-platform campaign that includes OOH billboard across Chicago and Columbus. Captivate has named Leigh Lowery as Chief Revenue Officer and unveiled a refreshed brand identity. Cognitiv launched their first brand campaign using deep learning OOH technology from Billups.