How voodooh do magic in DOOH
Guest post by Mel Stott
Friday, April 12, 2019
Despite its young age, DOOH ad tech and services firm voodooh has delivered several major digital out-of-home campaigns. Recently, its founder, Keith Nilsen, told Digital Signage Pulse how the company managed to achieve rapid success in the emerging DOOH ad market.
What is voodooh?
We’re a UK-based, digital out-of-home (DOOH) company. Voodooh offers robust, world-class campaign development, management and delivery of DOOH ad campaigns, media owner network operations and consultancy. Our four founders have over 40 years of DOOH experience among us.
What geographic areas do you serve?
Everywhere! We work globally. In fact, one of our latest projects was for the Kenyan-based media company, Intime Stone Media. They launched a new DOOH advertising network in Nairobi. We were the technical, operations and content leads on the project. We have worked across the world, and it’s a part of our job we love – getting to manage such vastly different projects and work with people from all parts of the globe.
Who are some of your major clients?
Our client base is broad and we love it that way. We work with big out-of-home media companies like JCDecaux, Clear Channel, InLink, Branded Cities, Exterion Media and Primesight. We also collaborate with leading tech platforms like Broadsign, VIOOH and Scala, and alongside multiple creative and digital agencies. Some of our favorite projects have included Twitter, the Oscars and Cannes Lions.
How did you come up with the voodooh name?As a team, we have all come from world-class digital out-of-home backgrounds, and have a huge amount of experience within large international media owner organizations. voodooh is a bit of a play on words, obviously, with DOOH, but we also liked the name as it spoke to our fun, agile spirit. We’re digital ninjas who are proud of our 100% independence and are focused on simply getting great work done while making it look relatively effortless.
Can you provide an example of what you did for one of these clients?
Sure. At Cannes Lions, we pulled the entire DOOH Showcase experience and activation together for Clear Channel International in 2017 and 2018. We executed 16 dynamic campaigns simultaneously, a feat which had never been achieve before at Cannes. Our involvement spanned on-site hardware and tech management, creative partnership development and management, project management, campaign development, tech integrations with Quividi, etc., as well as on-site execution and event support. Loads of fun! More info here: the creative potential of digital out-of-home advertising.
How do you measure the success of DOOH campaigns that you have produced?
We agree in advance on measurement metrics with the client or agency we are working with. This is an incredibly important part of any work we do. We can use more traditional methods, such as route data or media owner data.
Or, we can get really clever. In fact, we recently announced a partnership with AdMobilize. They use artificial intelligence to anonymously analyze traffic data at digital billboard locations in real-time. At a basic level, this produces real-time audience metrics, 100% anonymous with unmatched accuracy.
In the AdMobilize announcement, you said that in the first phase of the partnership you will work together to “use real-time data to make advertising campaigns more engaging and effective.” Please explain how this will work; specifically, how the partnership will boost engagement and effectiveness.
Understanding the immediate granular audience within proximity to a digital advertising panel allows you to develop and execute contextually relevant, creative ideas targeted to that audience profile. When you are smart with your campaign targeting within the creative, via the integration of audience insights into that creative messaging and delivery, the result is a more effective overall campaign.
You described this as the “first phase.” What else will the partnership entail?
We want to dig deeper into the tech and get better data and insights. We know there is currently, and will increasingly be, opportunities for even more granular, anonymous audience metrics and traffic measurement. The client desire and expectation for real, granular information on the DOOH audience they are buying into with their outdoor campaigns will become increasingly important, and we strongly believe this will come into play in DOOH generally. We’re just keen to be ahead of the curve.
How did you come up with the voodooh name?
As a team, we have a huge amount of experience within large international media owner organizations. All of us have been involved with top-tier digital out-of-home projects. voodooh is a bit of a play on words, obviously, with DOOH, but we also liked the name as it spoke to our fun, agile spirit. We’re digital ninjas who are proud of our 100% independence and are focused on simply getting great work done while making it look relatively effortless.
What’s ahead for voodooh?
World domination of course! I am joking, of course. We simply want to continue doing the robust work we’re known for with our clients and partners, and keep driving the DOOH space forward generally. From a digital operations perspective, we hope to help even more smaller media owners by providing world-class resources behind the scenes. In parallel, we’re also building a few very interesting platforms that will be released this year. It’s such an exciting time to be part of the industry, with so much transformational change. The tech and data are getting better. The spend into Digital OOH is on the increase. Clients and audiences are expecting smarter advertising, and the shape of our industry is changing across the world. We can’t wait to positively contribute in our own way to whatever’s next.
To learn more, visit the voodooh website.
This is a sponsored feature of DPAA.