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Lemma and MediaMath partner to deliver programmatic DOOH campaign for an online pharmacy brand

The campaign was activated to sync with prime-time bands witnessing high footfalls in real-time, with contextual creatives, across clinics and hospitals in India

Lemma, the programmatic digital out of home network, along with MediaMath, the independent advertising technology company has delivered a programmatic DOOH for an online pharmacy brand in India.

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In a press release, Lemma wrote, “This is the second time the two platforms have combined their expertise in delivering a programmatic campaign on DOOH screens, offering complete automation in planning, remote execution, optimisation and live tracking enabled via Lemma with MediaMath as the Demand Side Platform.

Deployed across key markets, for a duration of 30 days the campaign aimed to effectively reach its in-market audiences at clinics and hospitals using geo-specific, offer-led creatives for each location making it both contextual and relevant to the viewing audiences.

The press release further mentioned that Performics.convonix, the agency managing the brand’s digital requirements, was able to validate the delivery metrics in real-time with zero discrepancies, much like how mobile and desktop ads are monitored today. Furthermore, the campaign was being delivered only during prime-time bands when audience density was at its peak across the selected locations, ensuring maximum reach was attained with each delivered exposure.

Gulab Patil, Founder and CEO, Lemma, said, “Lemma offers agility and interoperability which makes it exceptionally easy for us to conduct business with agencies exploring programmatic DOOH solutions. Integration with MediaMath enables us to seamlessly execute programmatic DOOH campaigns for digital-first agencies, using a platform that’s already in use, invariably accelerating the adoption of DOOH as a digital medium.”

Pranjal Desai, Country Manager India, MediaMath, said “Programmatic DOOH gives our clients an interesting new channel with the flexibility and ability to target a specific audience at scale, generating meaningful business outcomes. The campaign with Lemma shows the huge potential programmatic DOOH has within brands’ larger programmatic advertising mix, and the ease of seamless activation through MediaMath’s platform.

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