For digital agency Seen Agency, out-of-home needs to move at the same pace as the rest of its marketing. Digital Director Jack shares how CAASie gives the team the speed and flexibility to respond to changing demand, while helping drive stronger performance across their wider digital campaigns.
The Challenge
Seen Agency is a creative and digital agency built around helping businesses get real results from their marketing. From performance marketing and social to brand, creative and web, the team combines strategy and execution to help clients grow.
Working across multiple digital channels means the team needs to respond quickly when performance or demand changes. For Jack, bringing out-of-home into that mix needed to be just as flexible.
Client needs don't always follow a media plan.
Seen Agency needed the ability to respond when demand changed across different locations - sometimes launching additional activity in specific regions at very short notice.
Traditional out-of-home buying, with longer lead times and larger commitments, wasn't always suited to these fast-moving campaigns.
Why they chose CAASie
CAASie gave Seen Agency the ability to treat out-of-home more like the digital channels they were already managing.
For a recent campaign, the team needed to increase enquiries around specific medical practices. Using CAASie, they could select the locations that mattered and launch short, targeted bursts of activity designed to increase demand exactly where it was needed.
"We needed to upweight different enquiries in specific regions with really short turnarounds."
With no large spend commitments or lengthy booking windows, campaigns could respond to what was happening in market rather than being locked into decisions made weeks earlier.
Their experience
Programmatic flexibility, with more transparency
Programmatic out-of-home gives buyers a faster, more flexible way to access digital billboards, but it can sometimes make the media itself feel less tangible. For Seen Agency, being able to see and select the individual boards behind a campaign makes a big difference.
CAASie gives Jack the flexibility of programmatic buying while still allowing him to show clients the actual locations where their ads can appear. It makes campaigns easier to plan, easier to present and gives clients greater confidence in exactly what they're buying.
"It's really easy for me to show the client which actual boards they're going to have their ads run on. Other DSPs don't really have that function."
Making Digital Work Harder
Seen Agency doesn't view digital out-of-home in isolation. Instead, it works alongside channels such as Google Ads to strengthen the overall campaign.
When running CAASie campaigns, Jack says the team has observed an uplift in Google Ads conversions alongside a reduction in cost per conversion - suggesting that increased real-world brand exposure is helping their existing digital activity work harder.
"The assumption is that this digital out-of-home is making our Google Ads work harder for us."
By reinforcing the same brand beyond the screen, out-of-home can create familiarity and awareness that carries through when audiences encounter the campaign again online.
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