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SBI Life Insurance’s new programmatic digital OOH campaign aims to bridge offline-online audience gap

Planned by WATConsult and Amnet, the campaign, an extension of the ‘Main Se Hum’ initiative, aims to enhance the brand’s proposition using the hook of a New Year moment and will reach out to newer audiences by building a programmatic connect

SBI Life Insurance has launched a programmatic digital out-of-home (OOH) campaign in India as an extension of SBI Life’s ‘Main Se Hum’ campaign. The campaign was planned by WATConsult along with DAN’s Programmatic Arm ‘Amnet’, and aims to reach out to newer audiences by building a programmatic connect.

Executed across major establishments in Maharashtra and Delhi-NCR, the campaign has explored New Year as the topic. Google’s Marketing Platform, in partnership with Lemma Technologies, has helped the brand serve this digital inventory across OOH touch points planning to retarget audiences on mobile through beacons installed at each location.

Ravindra Sharma, Chief of Brand and Corporate Communications, SBI Life Insurance, who believes that the DOOH campaign will successfully bridge the offline-online audience gap and target consumers holistically, said this would mark a transformation in the evolution of digital marketing.

Rajiv Dingra, Founder and CEO, WATConsult said the campaign is retargeting the audience with relevant brand messages. He added, “This is will surely open more dynamic avenues for the brand in the coming future.”

Salil Shanker, Vice-President, Amnet, said, “This will help SBI Life in getting that extended reach through offline impressions and a possibility to re-connect audiences in a digital world to help close the loop. The standardisation gives more simplicity to manage all media channels through a single lens.”

In association with Lemma Technologies, Amnet ran the campaign as a real-time bidding initiative on Lemma’s platform that 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 and protocols. Such standardisation gives DOOH inventory more visibility to direct and programmatic demand,” said Gulab Patil, Founder and CEO, Lemma Technologies.

This initiative has opened doors for advertisers to get transparent measurable results across marketing exchanges, helping to serve OOH inventory programmatically and giving more confidence to advertisers to reach their target audiences in outdoor locations.

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