PROGRAMMATIC AND DIGITAL OUT-OF-HOME
Plan media around your audience’s day
Plan media around your audience’s day
Plan media around your audience’s day
PHAR Focus plans and manages programmatic and digital out-of-home campaigns, drawing on the wider PHAR team where needed. We help you choose the audiences, placements and times that suit your brief, then check delivery against the agreed plan.
PHAR Focus plans and manages programmatic and digital out-of-home campaigns, drawing on the wider PHAR team where needed. We help you choose the audiences, placements and times that suit your brief, then check delivery against the agreed plan.
CISCO WEBEX · AUSTRALIA · WIDER PHAR EXPERIENCE
For Cisco Webex, PHAR used Qantas first-party data and mobility data to plan around office and home-working patterns. Outdoor placements were weighted towards office locations and commuting hours, with paid social increased on work-from-home days.
For Cisco Webex, PHAR used Qantas first-party data and mobility data to plan around office and home-working patterns. Outdoor placements were weighted towards office locations and commuting hours, with paid social increased on work-from-home days.
Choose the role of each channel
Choose the role of each channel
Choose the role of each channel
Programmatic digital media
Programmatic digital media
Programmatic buying uses software to purchase and manage advertising inventory. PHAR can plan audiences and placements, set campaign controls and review delivery across the formats agreed for your campaign.
Programmatic buying uses software to purchase and manage advertising inventory. PHAR can plan audiences and placements, set campaign controls and review delivery across the formats agreed for your campaign.
Digital out-of-home
Digital out-of-home
DOOH means advertising on digital screens in physical locations. We assess the location, surrounding activity and time of day, then confirm available screens, formats and buying arrangements with the relevant providers.
DOOH means advertising on digital screens in physical locations. We assess the location, surrounding activity and time of day, then confirm available screens, formats and buying arrangements with the relevant providers.
FROM BRIEF TO MEDIA PLAN
Decide where the campaign belongs
Decide where the campaign belongs
Decide where the campaign belongs
01
Audience and context
Audience and context
We start with who you need to reach and the circumstances in which your message will be useful. Available audience research and location data help inform the plan; access and permitted use must be confirmed for each campaign.
We start with who you need to reach and the circumstances in which your message will be useful. Available audience research and location data help inform the plan; access and permitted use must be confirmed for each campaign.
02
Placement and timing
Placement and timing
We assess sites or digital environments against the brief, set the campaign period and agree any time-of-day weighting. Creative must suit the format and the time people have to see it.
We assess sites or digital environments against the brief, set the campaign period and agree any time-of-day weighting. Creative must suit the format and the time people have to see it.
03
Delivery and adjustment
Delivery and adjustment
Once the plan is approved, we coordinate setup and check spend and delivery. Recommendations can include changes to placements, timing or creative, subject to the buying terms and your approval process.
Once the plan is approved, we coordinate setup and check spend and delivery. Recommendations can include changes to placements, timing or creative, subject to the buying terms and your approval process.
WHAT THE REPORT CAN TELL YOU
Keep delivery figures separate from business outcomes
Keep delivery figures separate from business outcomes
Keep delivery figures separate from business outcomes
A screen play records an ad being displayed. An audience estimate describes how many people may have had an opportunity to see it. Neither identifies every person who saw the advertisement.
A screen play records an ad being displayed. An audience estimate describes how many people may have had an opportunity to see it. Neither identifies every person who saw the advertisement.
We agree reporting definitions before launch and explain the source of each measure. Digital interactions and reported conversions need their own attribution context. Assessing incremental sales or brand effects requires a suitable study and an agreed measurement scope.
We agree reporting definitions before launch and explain the source of each measure. Digital interactions and reported conversions need their own attribution context. Assessing incremental sales or brand effects requires a suitable study and an agreed measurement scope.
ALLIANZ · SINGAPORE · WIDER PHAR EXPERIENCE
Give a global campaign local context
Give a global campaign local context
Give a global campaign local context
In a separate assignment, PHAR planned and delivered Allianz’s Olympic sponsorship campaign across locations including Raffles Place, Paya Lebar and Changi Airport, alongside heartland areas. A short National Day campaign extended the Singapore activity.
In a separate assignment, PHAR planned and delivered Allianz’s Olympic sponsorship campaign across locations including Raffles Place, Paya Lebar and Changi Airport, alongside heartland areas. A short National Day campaign extended the Singapore activity.
What we agree before booking media
What we agree before booking media
What we agree before booking media
The scope names PHAR’s planning, buying and reporting responsibilities, including any wider PHAR specialists involved. Your team approves the objectives and budget, provides approved creative and confirms the permissions for any data you supply. Media owners and platform providers confirm inventory availability, specifications and buying terms.
The scope names PHAR’s planning, buying and reporting responsibilities, including any wider PHAR specialists involved. Your team approves the objectives and budget, provides approved creative and confirms the permissions for any data you supply. Media owners and platform providers confirm inventory availability, specifications and buying terms.
Can we use our existing creative?
Can we use our existing creative?
We check it against the chosen formats and placement requirements. Resizing, new production or technical changes are agreed separately, with a named owner for approvals.
We check it against the chosen formats and placement requirements. Resizing, new production or technical changes are agreed separately, with a named owner for approvals.
Can you guarantee particular screens or audiences?
Can you guarantee particular screens or audiences?
Availability depends on the media owner and buying arrangement. We confirm what can be booked before you commit; audience estimates are not a guarantee of individual exposure.
Availability depends on the media owner and buying arrangement. We confirm what can be booked before you commit; audience estimates are not a guarantee of individual exposure.
Tell us about your media plans
Tell us about your media plans
Tell us about your media plans
Answer a few questions about your current advertising and what you need help with.
Answer a few questions about your current advertising and what you need help with.