NRC Group boosted recruitment and enhanced its employer image with a programmatically purchased digital out-of-home campaign that appeared directly in the everyday environments of its key target groups. Out-of-home provided broad and impactful visibility for the multichannel campaign, effectively reaching the target audience. Programmatic buying brought the kind of flexibility familiar from digital channels to campaign management, making it possible, for example, to adjust the campaign in real time in line with the objectives.
”Through out-of-home we gained significant visibility and reached our key target groups in the Greater Helsinki area as well as in the largest cities,” says NRC Group Finland’s Communications and Marketing Manager Marja Merta.
NRC Group Finland, responsible for the construction and maintenance of critical infrastructure, ran the programmatically purchased out-of-home campaign in January and again at the turn of February–March. The goal was to increase awareness through extensive, multichannel visibility in order to support recruitment and strengthen the employer image.
The main target groups were potential employees and students, but also existing and potential customers, current employees and decision-makers in public administration. This need was addressed with digital out-of-home advertising targeted to NRC Group’s operating environment — near railways at metro and tram stops as well as on university campuses.
The campaign was highly successful and NRC Group was pleased with the results. The multichannel campaign, in which out-of-home played a central role, met its objectives extremely well: it supported recruitment and helped build a new perception of NRC Group as an infrastructure builder. Out-of-home provided the campaign with broad, recurring visibility, which helped reach the target groups in the right environment at the right time.
Marketing agency Muru Agency was responsible for managing NRC Group’s out-of-home activity. The out-of-home campaign was executed programmatically, meaning that digital out-of-home was planned and purchased using automation and data. Programmatic refers to advanced selling and buying platforms that allow advertisers to refine targeting, manage creative assets and budgets flexibly, and optimise campaigns in real time.
“We built clear programmatic deals for Muru Agency, which made it easy to buy and manage out-of-home alongside other digital channels. Programmatic brought the same flexibility to out-of-home as to other digital advertising: optimisation and changes could be made in real time, and the ads were automatically delivered to precisely the agreed screens,” says JCDecaux Programmatic Business Manager Ville Lahtinen.
According to Muru Agency, the programmatic approach made the overall setup not only effective but also straightforward to manage.
“DOOH worked in strong synergy with other digital channels, and when purchased programmatically, managing, optimising and making necessary adjustments was easy to carry out in real time. JCDecaux’s support in selecting the advertising locations helped us reach our target audiences,” says Muru Agency Paid Media Specialist Mikko Salminen.
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