Riccardo: [00:00:00] Hello everyone and welcome to Tangoo: The

Series. Thank you for joining us today for our online event, the title,

Digital Out of Home That Works, The Locauto Case Study on How to

Plan Campaigns That Perform. For those of you who are new to

Tangoo, we are a specialist programmatic partner that helps brands and

agencies plan, activate and optimize media campaigns across channels

including display, video Connected TV and Digital Out of Home.

Our work combines the strategy data and technology with the creative

thinking to deliver meaningful performance for the businesses we

support. Today's sessions is focusing on digital out of home one of the

most exciting and fast evolving channels in [00:01:00] our industry. We

are going to break down the real campaign we delivered with the

Locauto , and show you how we approach the strategy, the local

targeting, the creative consideration, and the outcomes we were able to

achieve.

You will be hearing directly from the team that built and managed these

activations. And you will also receive a free digital out of home White

paper. After the event with insights and guidelines, you can apply to your

own planning and campaigns. I'm very happy to introduce our speakers

first. Matteo Ferrario,, our head of media who leads a strategy and

programmatic activation across all channels.

And Francesco Rulli, our customer success manager, who partners

closely with clients to shape their objectives and ensure campaigns

deliver real value. So let's start with the questions. Matteo. [00:02:00]

What were the core objectives of Locauto programmatic digital out of

home campaign, and which outcomes were we aiming to deliver events

of local reach, proximity impact, and traffic uplift toward rental offices.

Matteo: Yes, Riccardo. So thank you so much for, uh, uh, the first

question. So, um, yeah, let, let's start from, uh, a very specific concept.

Uh, uh. Behind the, uh, of home, as a channel. So, um, in the, um, in the

collective imagination. So digital out of home or out form in general is a

upper funnel, um, uh, channel, uh, to drive, uh, uh, massive brand

awareness and.

We usually measure the, the, this kind of activation through, uh, brand

awareness, uh, KPIs, [00:03:00] uh, in this specific case, but also in, uh,

another activation that we had for, for our clients. Uh, this was a, a, a

more specific, uh, activation that do not, uh, only, uh, drive, uh,

awareness or brand awareness KPIs, but also some kind of, uh,

performance, uh, uh, KPIs.

So, as you rightly said, uh, it wasn't only, uh, rich and brand awareness

impact, but we, uh. Uh, together with the brand, we wanted to, uh,

measure also the uplift, uh, towards, uh, their rental, uh, offices. For the

ones that, uh, doesn't know, uh, Locauto is, uh, brand that is active in

the, uh, rental car business, both for, uh, uh, B2C and, and B2B.

Uh, [00:04:00] they usually do, uh, lot of, uh, uh, national wide

campaigns in term of. Yeah. Again, brand awareness and

communication. For this specific case, they asked us to shape the

strategy because they wanted to reach very local audiences. So those

audiences, uh, that, uh, directly, uh, want to go in their, uh, uh, local, uh,

uh, rental, uh, rental office.

So the strategy, uh, that we shaped together was to both drive of course,

brand awareness, because again, digital out of home, uh, rely on big

screens and big venues. So, uh, is perfect to drive that type of, uh, KPIs

and that type of campaigns. On the other side, uh. The proximity impact

was the key of, uh, of [00:05:00] this campaign.

So we wanted together with Locauto to have both, uh, uh, a very good

relevance in term of, uh, a recall, but also understand the, uh, traffic

uplift, uh, uh, towards they, they rental, uh, they rental offices.

Riccardo: Thank you so much Matteo, for the explanation. Um,

Francesco, from your role on the client facing side, it, uh, how did you

work with Locauto to define clear objectives, align expectations, and

shape digital out of home as a meaningful part of the wider growth

strategy?

Francesco: Uh, well, thanks Riccardo. Um, I'm glad you asked because

we are really honored to work both for and with Locauto , um, as we've

been [00:06:00] doing for quite a while.

Uh, there's a lot behind what Matteo just said because to give you some

context, um, our collab collaboration actually started by managing

display campaigns before. Uh, the main goal was to boost the brand in a

market that, at least here in Italy, is divided among a few big payers. Uh,

fortunately the, the results we achieved and the approach we showed,

um, open new doors for us.

Uh, so we started talking with other departments within the company, for

instance, the marketing team, and they asked us for, uh, a proposal, a

proposal to improve, uh, their local strategy. This is the reason why we

are here talking about digital world. Uh, you may know as Matteo, uh,

uh, said, uh, that lookout is organized into several [00:07:00] local offices

across Italy.

And they have a certain amount of freedom, uh, in terms of marketing.

So they have certain freedom in putting the right budget as they want.

Up until now, they relied, uh, entirely on traditional billboards. Um,

however, the bigger goal here was to modernize this communication.

Because, because that is also, uh, a key for brands image.

Uh, and also we started training the local managers to, um, understand

the, the benefits of this kind of campaign. Um. Territory. Uh, and yes, we

managed also, also this, uh, so, uh, as, as a result, it's, it has been, uh, a

project, [00:08:00] uh, planned and shared among different stakeholders

with the same growth goals. And this is the reason why, uh, we think that

this is a very, um.

Important project for because it's, uh, uh, it's an opportunity to modernize

part of their, uh, digital strategy.

Riccardo: Thank you Francesco, for these, uh, contests in the story also

with Locauto because it's important to tell all the steps that we had in the

process with these specific, uh, partner that tell us a lot about us in

terms of growth, right?

We started from display and then we grow together. So this is, uh,

typical in our approach and this is a perfect, uh, success case. To, to tell

to the audience. So, Matteo, why did we choose to activate a

programmatic digital out of home strategy at a local event level? And

what made [00:09:00] this approach the most efficient for capturing high

value audiences within each micro market?

Matteo: Yeah. So, uh, why did we choose it? You probably already

answered already to the question because, uh. Programmatic is of

course the, the key words here. Uh, so programmatic is an automation

process that, uh, puts together in, in communication the demand and the

supply supply side. So this is give a huge advantage.

Advantage to advertisers that have directly access to the supply side.

So. They are able, we are able to, uh, see and plan in the right way, the

inventory that is available programmatically, uh, into digital, uh, digital

out of home. So thanks to the [00:10:00] collaboration also with our tech

partner and um, uh, data partner, uh, we were able to understand based

on the.

Uh, requests, uh, of the client, uh, where and how we, uh, would capture

that, uh, that audience, uh, within each, uh, each, uh, micro market.

This, this was a, a, a real challenge because, uh, each, uh, local, uh, uh,

offices, uh. Had a specific area to, to cover. Uh, and when I say specific,

I mean really specific. So, uh, our, uh, geofence was, um, shaped

between, uh, a zip code and another.

So we are not talking even at city level. It's even more, uh, precise. So.

Uh, programmatic, [00:11:00] uh, since programmatic can, uh, rely on,

uh, uh, these very, very granular, uh, data, uh, thanks also to integration

that we have with, uh. Uh, mobile, uh, mobile data that, uh, enabled us

to understand, uh, where the audiences are commuting in a, in a, in a

very specific area.

We were able to understand for each screens in that specific, uh, area,

uh, how much was the, uh. Forecast of, uh, impressions and the reach

that we had in, uh, in that specific, uh, in that specific area. So when,

when, when an advertiser, uh, needs to plan this type, uh, of activity in

the digital out of home environment, in the digital out of home channel,

uh, programmatic can really, really help.

Uh. Advertiser [00:12:00] to plan, uh, in, in the right way. Uh, that doesn't

mean that the traditional way to buy digital out of home, it doesn't make

sense in general. No, it really makes sense when you have, uh, a.

National wide campaign or, uh, you want to dominate a specific area or

a specific, uh, uh, venue type when it comes to, uh, target a very specific

audiences programmatic can really help you to, uh, capturing that, uh,

high value audiences in that specific area.

Uh, not. This is not anymore a just a, a geography, a geographical, uh,

geographical matter. It's also a day and time matter because then when

you identify the area, you, you then need to identify the day and the time

that those specific, uh, audiences, for example, [00:13:00] are

commuting in that area or, uh, are more active.

Uh, and so on.

Riccardo: Thank you so much, Matteo. Uh, the next question is from

Francesco. And is, uh, uh, connected with the, the process that we were

saying before, right? The growth process that we had with the partner.

So in your opinion, what made a programmatic digital out of home the

right channel to introduce for Locauto ? And how does it complement,

integrate the performance activity you already managed for them?

Francesco: Um, well, as I was saying, one of the. One of our goals was

to stay, uh, one step ahead of the competition. Beside, of course, uh, the

main objective, which is to drive as many people as possible to

[00:14:00] book with blockout. Translating what Matteo very specifically

and technical said just, uh, a minute before from a client point of view.

What we did is to select screens in, uh, strategic spots around the city,

and, uh, used animated content made by, uh, ourselves. Uh, this content

were completely aligned with the, uh, national main campaign, uh,

planned by Locauto . So it's another point, uh, that connect. All the

campaigns that, uh, was driving at that time.

Uh, and of course at the local, um, level, we believe that this the finally

reinforce the presence in that specific areas, uh, plus [00:15:00] the, this

physical visibil. Combined with the digital side of things, uh, really

created, uh, a real multichannel experience for every specific customer.

Uh, and the local offices, uh, the local office themselves saw the

effectiveness of this, um, this initiative firsthand.

In fact, it worked so well that, uh, we decide. Whether with them to run it

again, also the following year. So it was, uh, a success and we hope we

can, um, run this campaign again in 2026.

Riccardo: Thank you so much, Francesco. Of course. Yeah. Um, talking

about, uh, the proximity that is an important part of this, uh, of this, uh,

strategy, uh, Matteo, how did we identify and prioritize the key [00:16:00]

territorial clusters to ensure coverage where audience density, mobility

flows and proximity to, to look out to rental.

Location were most relevant. So how, uh, did we identify this?

Matteo: Yeah, very, very good question. So, uh, together with the, uh,

uh, planning team, uh, let's say we, we build the, the strategy through,

uh, three phases. Uh, first of all, uh, together with, uh, uh, Locauto and

also together with each owner of the, uh. Uh, local, uh, offices, we

identified and, uh, prioritize the territorial clusters by combining, uh,

multiple data, multiple data layers, both online and, uh, offline to bridge.

Digital signals, uh, within real world, [00:17:00] uh, behavior. So first we

started from, uh, the business relevance, uh, mapping lookout, uh, rental

location. So with, uh, latitude and longitude and defining, uh, the primary

catchment areas, uh, around them. Uh, this ensured that we were

focused on. Territories with a direct and measurable connection with the

potential demand for, for lockout.

Second, we analyzed audience density and mobility flows. So we, we

went from on offline to, to online, uh, using aggregated, uh, mobile

location, uh, data, uh, to understand how people move across, uh, uh.

Cities, but more across, uh, na borough because it was very, very

specific. They, they are, uh, for example. Around transportation hubs,

[00:18:00] commuting roads, or uh, uh, routes and, uh, high traffic, uh,

urban, urban hires.

Uh, this allowed us to prioritize zones, uh, with strong exposure,

potential and high, uh, mobility intensity. Uh, finally as a third uh, phase,

we integrated the online and mobile, uh, behavioral data. Uh, connecting

those digital signals, signals with, uh, real world locations. So these

online to offline data data layer helped us to identify where, uh, re

relevant audiences are.

Uh, not, uh, only present physically, uh, but also active and addressable

from a digital presence, because of course we knew that around the

specific, [00:19:00] uh, local offices, for example, in radius of one or 1.5

kilometers was the, the right. Area, geographical area, because of

course the rental office were physically there, but then people are also

lying.

So they browse, uh, the internet, they use application, and we can

identify their interest and their, uh, online behavior. So we match. We

overlaid then a programmatic digital, out of home planning, uh, to

evaluating the screen of, of ability combining both territorial, uh, data

with online behavior and online online interest.

Because is, it's true that not all. The people that live or commute around

that area are interested in renting a, a, a car or a a van. [00:20:00] So

we, we really needed also to, uh, filter out, uh, those audiences that, uh,

uh, were not matching the, the, the business goal and the, the target

audience of, uh, of Locauto . Um. In digital out of home is slightly

different than display.

So in this display, you, you can decide to show or not show the ad to a,

to a specific person. When it comes to a physical screen in the real

world, uh, of course lot of people can commute in target and non in

target in the specific car. What we do, uh, combining this, this data is

also to understand in which time, in which date.

In which day of the week, those audiences are more presence, are more

commuting around that specific, specific area. So we can increase the,

the number of impression, the [00:21:00] frequency cap, uh, in that, in

those specific screens to ensure that we maximize the, uh, exposure of

the ad during, uh, those, uh, those specific area.

Riccardo: Thank you so much, Matteo, because, uh, uh, after your

description now is pretty clear. Our approach in every campaign. When

we say, um, um, that we do, we love to do the things, uh, tailor made

approach. This is a real tailor made. There is, there are a lot of studies

analysis before any, any decision and, um, a lot of work together with

the client, with the partners.

So this is very, very important. And, uh, talking about the approach that

we have. The next question is, uh, uh, for Francesco. So Francesco, uh,

can you walk us through how Hugh and the team approach the selection

of [00:22:00] the, uh, priority screens of the campaign?

Francesco: Yes. Uh, yes, of course. Uh, Matteo just gave a really

accurate technical overview, uh, as he used to do.

Fantastic. Uh, but from the client point of view, uh, this basically meant

sitting down with them, uh, to select the right screens. Um. Of course, I

completely agree with Matteo. It was a job made together with the entire

team, with them, of course. Um, because, uh, we don't necessarily know

the areas as they do, of course.

Uh, so we were able to manage and, uh, to merge, uh, the data. Coming

from the platforms and their, let's say, uh, business touch. Okay?

Because they are at a very, very, uh, local level. I don't [00:23:00] want

to repeat what Matteo uh, just said, but let me add that. Unfortunately,

uh, you know, uh, Italy isn't at the same level as other European

countries in terms of number of screens.

Um, so. It was a pd, but, uh, we couldn't launch the campaign in every

single location they asked for. So we, uh, had to do also this kind of

selection where we, a, we were able to deliver this kind of campaign and

where it was not possible. Uh, however, where we had the right places

to deliver the campaign, it was, uh, a success.

A success, uh, luckily. The network is getting wider and wider day by

day, day after day. And we are stango ready to, to plan on this growing,

uh, network. Uh, so let's say, let's see what we can do, uh, in the

upcoming [00:24:00] months with this client, but also all the.

Riccardo: Thank you so much, Francesco. Um, now the last two

questions.

Okay. Uh, the first one will be for Francesco again. So, uh, and I'd like to

have from Francesco point of view, um, in terms of local visibility of this

campaign. Um, we charge the campaign outcomes, uh. That you

observed in, in terms gain of local visibility?

Francesco: Sure. Um, the main reason Locauto chose the digital out of

home the programmatic digital out of home, is that it allows to measure,

uh, the actual viewers of people passing by, uh, technical.

These, uh, are called OTS, which is, uh, opportunity to see and, uh. The

service is paid based on this [00:25:00] specific metric. So basically the

screen actually reaches many more people than just the ones looking

directly at the screen. So, uh, as you can imagine, uh, there is a higher,

a high level of measurability and, uh, an even higher reach of people,

uh, in this kind of campaign.

On top of that, uh, we added an analysis, uh, of the brand searches both

on GA four and search console. Uh, during the same period, uh, what

we saw is that, uh, it was very clear in the, in the cities where we run the

campaigns, uh, we saw a higher. Year over year increase in searches

compared to look to the locations where we didn't run, we didn't run, uh,

[00:26:00] that campaigns.

So, uh, from our point of view, this can confirm that the multichannel

strategies are essential, very essential for brand growth and

programmatic digital out of home is. The finally one of the main

opportunities that Brent has to grow in brand positioning, results and

performance in general.

Riccardo: Thank you, Francesco. The last question, of course.

Welcome for Matteo, um, because now let's, uh, let's stay in the shoes of

our viewers of this, uh, of this webinar. Um. Uh, just, uh, in your opinion,

uh, what tangible advantages does programmatic digital out of home

provide over traditional digital out of home in a large scale local

activation, particularly regarding flexibility, impression based buying

optimization.

So in your opinion, [00:27:00] the key things that our viewers today, uh,

can, uh, take with them thinking about, uh, the programmatic digital out

of home.

Matteo: Yeah, so programmatic digital out of home, uh, offers several,

uh, tangible advantages over the traditional, uh, DOH mine, especially

in, uh, large scale local, uh, uh, activations. And it.

Real strength emerged when, uh, the two approaches actually are

combined. So first of all, flexibility, uh, is a key, uh, differentiator as we

we saw in this, uh, in this webinar. Uh, while traditional, uh, digital out of

home relies on fixed bookings and, uh, schedules, uh, programmatic

allows us to. [00:28:00] Activate post, adjust the delivery reallocate

budgets, uh, in near real time.

Uh, these, uh, give us the agility to fine tune, uh, the coverage based on

performance, local conditions, or, uh, operational needed. So, for

example, with, uh, lookout for this specific campaign, we also, um. Uh,

targeted, um, uh, malls, local malls and, uh, shopping malls. If, uh, it's a

very sunny day, probably, uh, people, uh.

It doesn't go to the mall. They prefer to stay outside, et cetera, et cetera.

When the weather is not so good, those Israeli, we notice that the, uh,

traffic through these places are higher. So this is something that in

traditional buying, you cannot, uh. [00:29:00] Monitors and you cannot,

uh, optimize. While in programmatic you can even use some dynamic

triggers.

So if outside is raining, if the weather is not good for this specific case, of

course you can decide to bid more indoor or outdoor or even pose

some, some screens. Uh, the second advantage is the impression

based buying that provides, uh, far greater efficiency instead, again, of

purchasing fixed loops or time slots.

Uh, we pay only for, uh, impression or OTS, uh, that actually, uh,

delivered. Uh. This enables, again, more precise by the budget

allocation, by location by time of the day, day of the week. Uh, audience

density, as we already said, ensuring investment [00:30:00] is, uh,

concentrated where it has the, the greater, the greater impact.

The third advantage is the optimization capabilities that. Allow

continuous improvement through, through the campaigns. Uh, we

cannot optimize, uh, for example, delivery, uh, across, uh, across

screens. Uh, so for example, we can decide to deliver more during, uh.

The beginning of the day and the end of the day into, uh, apartment

venue types.

So those screens that are placed into the elevators or, uh, uh, holes of,

uh, apartments and, uh, building complex, uh, because we knew, we

knew that people, uh, usually go outside or go back to, to home and

delivering more during working hours, for example, into. Uh, transit

[00:31:00] when you type, so subway, train, station, bus, shelter, and so

on, because people use public transportation more to commute or, uh,

going to, to the office.

So again, it's combining audience presence and contextual, contextual

signals at the same time. Is it true that combining programmatic digital

out of home with the traditional buying. Uh, all those brands to get the

best for from the both worlds. So traditional DOH guarantees high

impact, long, long term viewability and, uh, sorry, long term visibility on,

uh, uh, premiums, premium location because, uh, in, uh, big squares,

uh, we have, uh.

Uh, the, the, the most impactful, uh, screen that of course, uh, makes

sense when [00:32:00] they have a very high, uh, frequency and a very,

uh, high presence in, uh, uh, specific time, uh, time slots. So traditional,

uh, buying guarantees, high impact, long term, long-term visibility. While

programmatic adds a. Tactical flexibilities, uh, we saw in these, uh, in

these webinars.

So data driven optimization and the ability to, uh, reinforce coverage, uh,

dynamically, uh, around K location, K moments, uh, and. In the, like in

this case, around high performing, uh, areas. So this hybrid approach

ensure, uh, scale and consistency through traditional buying while

leverage on, uh, on programmatic buying to enhance precision and, uh.

Efficiency, uh, [00:33:00] maximizing, of course, as Francesco already

said, the overall, uh, effectiveness of the, the campaign and of course

also the results and the, the most important matrix, the return on

investments, uh, uh, for, uh, each, uh, marketing activity.

Riccardo: Thank you so much Matteo, and thank you so much

Francesco, for sharing, uh, all of those insights and for walking us

through.

How we approach the Locauto digital out of home activation from

strategy to execution. So during this success case, we aligned what truly

makes digital out of home work. Uh, so if you would like to learn more

about how to Google helps brands and agencies plan and activate.

Cross channel programmatic media, including digital out of home,

display video, connected TV, and audio.

You can visit us Tangoo.com as mentioned at the start of the session.

Everyone attending today, we receive a free [00:34:00] DOOH

whitepaper that highlights the key principles insights. And

recommendation you can use for your upcoming plans. And again, if you

would like to continue the conversation or explore, uh, whether Tangoo

can support your next campaign, feel free to reach out to us on LinkedIn

or through our website.

Thank you again for joining us. We look forward to seeing you at the

next Tangoo event. Have a great rest of your day. Thank you, Matteo.

Thank you. Thank you so much.