Kawarizmi, a specialist in offline, online, and programmatic media buying, has just completed the very first programmatic DOOH (digital out-of-home) activation on the African continent (excluding South Africa).
Read also: Kawarizmi connects advertisers to African markets.
The operation is part of a vast media plan rolled out this summer in Ivory Coast on behalf of Air France West Africa, to mark the opening of its new agency, and includes display, mobile, video, and native advertising.
To fully understand the nature of the operation, it is important to note that in programmatic advertising, the campaign is purchased automatically: the seller's space is available on an auction exchange and the buyer can reserve it via a platform (DSP – Demand Side Platform) that allows them to bid on advertising space.
The innovation brought by KAWARIZMI for its client Air France is that the billboards chosen are digital rather than paper and benefit from all the advantages of digital thanks to programmatic advertising: the buyer has control over the distribution and scheduling of the campaign (choice of days and times of distribution, locations, etc.). They can choose screen by screen and condition the broadcast to external events.
Since shopping centers have data on the number of visitors, it is possible to model the campaign's audience based on the number of DOOH billboards and their location, the number of spots broadcast, and the broadcast times.
Of course, the analysis is all the more accurate when this attendance data is available, which is easier to obtain and refine for enclosed locations with few locations, such as shopping malls or airports, than for outdoor advertising.
"The unprecedented ability to activate the campaign programmatically gives it an unparalleled level of synergy with all the other levers deployed
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explains Hakim Hattou, co-founder of Kawarizmi.