We confirm with research what has long been intuitively obvious. The synergy between our MORE screens (DOOH) and television increases the reach of advertising campaigns, reaching new audience groups that previously remained off media planners' radar. Now see for yourselves.

The outdoor advertising market is changing and evolving, introducing innovative solutions. Jet Line technology plays a key role in projects setting new industry standards. Recently, it was used in Dove's #RealBeauty campaign, implemented as part of the premiere of GroupM's Advanced DOOH tool. The Dove campaign on our screens investigated the synergy between outdoor advertising and television, but also confirmed conclusions that were previously just industry intuition. This opens new perspectives in media planning.

DOOH and TV Synergy: First Research in the Polish Market

During the campaign implementation, together with GroupM and Gemius, we tested the synergy between digital out-of-home (DOOH) and television. Moreover, it was the first such campaign in Poland. This collaboration allowed for the analysis of both media.

A key element in this campaign were ARA sensors mounted on MORE screens, which enabled precise measurement of incremental reach. The data transfer and its combination with the analysis of the research panel from Gemius made it possible to create a comprehensive picture of campaign effectiveness. Without data from the ARA sensors installed on MORE, this would not have been possible.

Results that Impress

The research results from the Dove #RealBeauty campaign demonstrate how effective the integration of DOOH and TV can be. In the ALL 7-75 group, there was an increase in reach by 11.05 percentage points thanks to the inclusion of MORE screens in the campaign. An even more impressive result was achieved in the women 18+ group, where reach increased by 9.01 percentage points.

What Does this Mean for our Clients?

We specialize in DOOH advertising and see enormous potential in the integration of technology and data. The Dove campaign showed that strategic media planning, supported by modern tools, simply significantly increases the effectiveness of marketing communication.

The development of our technology in the context of audience research and tools like Advanced DOOH open new possibilities for advertisers and answer the question - how to run truly effective advertising campaigns? Our suggestion: with us 🙂

What Does this Mean for Media Planners?

As a result, media planners now have knowledge backed by research. The platform from GroupM integrates advertising space, geolocation data, creative solutions, and advanced measurement tools. Consequently, it enables not only precise audience targeting but also more flexible and economical campaign management. All this to achieve the highest possible reach in target groups, optimally and appropriately, without burning through the budget.

Our Role in the Campaign of the Future

It's a great feeling: seeing that our MORE screens and ARA technology are setting trends in the advertising market, as well as inspiring others.
We eagerly await new challenges and opportunities to co-create innovative solutions.

Conclusions? Media synergy ultimately works best. Outdoor works.