The Trade Desk and L’Oréal launch first programmatic Digital Out of Home campaign in the Middle East

The campaign promoted Yves Saint Laurent’s new Libre Intense eau de parfum across high-impact DOOH placements in Dubai.

Global advertising technology company, The Trade Desk, has announced the success of a programmatic DOOH campaign in the Middle East with L’Oréal – a first for both companies in the region.

The campaign, which aimed to build awareness of L’Oréal’s new Yves Saint Laurent Libre Intense perfume, came to life on digital screens in Dubai’s trendiest areas such as DIFC Gate Village as well as Sheikh Zayed Road, strategically placed for high impact. It is the first time L’Oréal has activated a DOOH campaign through advertising inventory bought programmatically through The Trade Desk in the Middle Eastern region.

The campaign successfully reached 1.4 million people and achieved a 95 per cent bid win rate. Through The Trade Desk’s platform, L’Oréal was able to target audience segments by location based on where programmatic DOOH was available.

Instrumental in making the campaign a reality were global media and advertising agency, Universal Media (UM), and activation intelligence company, Matterkind.

James Patterson, VP of Client Services, EMEA, at The Trade Desk, said: “The results of our latest campaign in MENA with L’Oréal precede an exciting shift in the world of adtech – DOOH is coming back to centre stage as the world gets back on its feet. We’re thrilled to be able to support our clients with smart, user-friendly technology. This campaign marks a real leap forward for the region when it comes to programmatic DOOH and we look forward to helping our clients reap the benefit of this exciting channel in the near future.”

Bishr Hamwi, online brand manager (YSL) at L’Oréal, said: “The Gulf region is thrilled to get its hands on DOOH placements through programmatic – we’ve been watching its efficiency and impact for brands in the UK and US and knew this was something that would also work well here. So we were particularly excited for YSL to be the first brand in the GCC region to pilot it for our hero launch; LIBRE EDP INTENSE! Thanks to UM and The Trade Desk, the campaign exceeded our expectations and we are looking forward to accessing more programmatic DOOH inventory available in the coming months.” 

Whilst this campaign is a first for a DSP in the region, it won’t be the last, as The Trade Desk has plans to deepen its relationship with local partners in order to expand the presence and reach of brands using the platform in the area.

Morgane Desessard, UM media supervisor, commented: L’Oréal Luxury division’s fast-paced test and learn approach to planning and buying DOOH inventory programmatically was an interesting opportunity we wanted to test to complement our digital media advertising mix. With the support of our sister company, Matterkind, we were able to launch our first DOOH through The Trade Desk, unlocking opportunities such as flexibility in terms of space and time and access to real time data”.

Gosia Wajchert, Head of Matterkind, part of IPG Mediabrands, added: “Matterkind and The Trade Desk have been working on programmatic innovations and FIRST IN MENA products for a year now and I am really pleased to see the continued results that come out of our partnership.”

The campaign ran over a period of two months during Spring 2021 and was implemented in association with Broadsign Reach SSP and local publishers Backlite Media and Elevision.