The Out-of-Home (OOH) advertising industry is evolving beyond traditional billboards. A leading media player in Morocco faced the challenge of proving the value and ROI of its advertising inventory in a competitive market. This case study explores how a strategic partnership with Catalyst IA established their new Data & Innovation department, leveraging advanced data analysis and a Joint Business Planning (JBP) approach to drive smarter investments, demonstrate clear audience reach, and foster collaborative growth with partners.
The Challenge
Our client needed to move from selling ad space to selling proven, measurable audience engagement. Their key objectives were:
- Demonstrating Audience Value: Providing partners with reliable, granular data on who sees their campaigns, moving beyond mere visibility to measurable impact.
- Enhancing Negotiations: Integrating robust audience measurement and market data into contract discussions to justify pricing and package value.
- Adopting a Strategic Partnership Model: Shifting from a transactional vendor relationship to a collaborative JBP model with key accounts to drive mutual growth.
- Building Internal Capability: The need to move from ad-hoc analysis to a centralized, sustainable function, necessitating the creation of a dedicated Data & Innovation department.
Catalyst IA Approach
Catalyst IA implemented a comprehensive, data-driven strategy to build a foundation for intelligent media investment and partnership. Our engagement was foundational, focusing on both strategy and execution.
Key Findings
- Clear identification of high-value audience clusters and peak performance periods for different OOH locations.
- The critical role of reliable, certified data in building trust and credibility during partner negotiations.
- A strong market appetite for a JBP approach that focuses on shared goals like increasing brand awareness and customer acquisition, rather than just cost negotiation.
- The successful operationalization of a central data function is a critical multiplier for growth and innovation.
Business Impact & Recommendations
The insights and the new department enable our client to make strategic, data-backed decisions:
- Value-Based Selling: The Data & Innovation department provides the analytics to articulate a premium value proposition, moving beyond cost-per-unit models.
- Strengthen Partner Relationships: Adopt the JBP model to co-create strategies for new service offerings, integrated multi-media campaigns, and innovative formats like Digital OOH.
- Drive Growth: Leverage the department’s predictive analytics to guide inventory development and investment, focusing on high-saturation, high-impact zones.
Why Catalyst IA
Catalyst IA was chosen for its unique ability to bridge the gap between raw data and strategic business application. We don’t just deliver reports; we build capability. Our expertise in establishing data-driven departments, designing collaborative business frameworks, and enabling teams ensures that transformation is sustainable. We empower our clients to lead their market conversations long after our engagement ends.
Ready to Build Your Data-Driven Advantage?
Move beyond impressions to impact. Partner with Catalyst IA to build your data and innovation capabilities, create a data-enriched audience measurement framework, and unlock new growth opportunities.
