Precision DOOH, CTV/Streaming Audio, and Retargeted Display—engineered for JLL’s C-suite audience
Sisu planned and managed a two-part Canada campaign to raise JLL’s visibility with occupier and investor decision-makers across Toronto, Ottawa, Vancouver, and Montréal. Phase I (Sep 1–Nov 30, 2024; $XM) delivered sustained brand presence via Digital Out-of-Home, Connected TV/Streaming Audio, and retargeted Display, all driving to a JLL .ca landing environment with full UTM instrumentation. Phase II (Nov 4–Dec 8, 2024; $XM) layered an event-led burst around Toronto Real Estate Forum—concentrating impressions in the Financial District, Metro Toronto Convention Centre, core office towers, transit corridors, and commuter arteries. Targeting prioritized CEOs, CFOs, COOs, CIOs, portfolio and asset managers, heads of real estate/strategic sourcing, and adjacent leadership in financial services, public institutions, retail, and telecom, with creative calibrated to drive report downloads, qualified page views, and tracked click-throughs. The working KPI: +2pp lift in occupier share, supported by weekly pacing and bi-weekly optimization.
How we built the media spine—and proved it was working
Channels & Allocation (Phase I, Sep–Nov) DOOH (≈30%; 1.125M est. impressions): High-fidelity screens across priority urban cores to establish share-of-voice with executive commuters. Targeted Streaming Audio/CTV (≈40%; 0.9M est. impressions): Mid/upper-funnel reach against defined titles and industries; recommended :15s/:30s creative. Retargeted Display (≈30%; 1.35M est. impressions): Site-visit and geo-exposure pools converted to deterministic audiences for efficient frequency and clicks. Event-Led Burst (Phase II, Nov–Dec) Airport & Transit DOOH: Billy Bishop (YTZ) one-week takeover (~571K imps), TTC bus/subway/streetcar and street-level shelters (~1.4M+ imps combined) focused on MTCC and the core. Streaming Audio (≈1.67M imps) + Retargeted Display (≈817K imps): Synchronized with forum dates to create a “see-hear-click” loop from out-of-home to digital. Audience Design Who: C-suite and senior real estate operators (portfolio/asset/investment/leasing/site selection/facilities). Where: Financial cores, MTCC radius, Class A office corridors, commuter routes; national coverage in Toronto, Ottawa, Vancouver, Montréal for Phase I. What: Industry filters (FS, government/public, retail, telecom) and a named-account layer aligned to top Canada prospects. Attribution & Measurement Goal framework: Awareness → consideration → content engagement → pipeline indicators, anchored to the +2pp occupier macro KPI. Macro metrics: Impressions, reach/frequency, branded search lift, page views, UTM clicks, report downloads. Micro instrumentation: DOOH geo-exposure → retargeting cohorts; creative-level UTM taxonomy; view-through and time-to-visit deltas around flight windows. Cadence: Bi-weekly reporting with optimization on placements, dayparts, and creative variants; weekly pacing checks to maintain SOV in core zones. Creative & Operations Assets: JLL-supplied creative, normalized to spec per channel; lightweight variants for A/B (headline, CTA, background contrast). QA & brand safety: Pre-flight spec checks, geo-fencing to approved zones, negative-keyword list for display/audio. Pricing integrity: Blended CPMs inclusive of data, media, and support—no added % of spend; flight holds subject to market availability. Why it worked We combined persistent national presence with a high-intensity Toronto moment, turning out-of-home exposures into retargetable digital demand. The result was a clean path from executive attention in the wild to measurable content engagement—with controls tight enough to optimize in-flight and confidence high enough to map lift to JLL’s occupier objective.
