We identified OOH as a channel that would drive maximum impact and awareness on the high street, close to the point of purchase. However, by buying a ‘traditional’ OOH campaigns there we risked there being a high amount of wastage, especially considering the niche target audience for the brand.
By using programmatic OOH, we were able to utilise real time targeting capabilities (through a combination of data, location and context) alongside mobile phone IDs to only ‘trigger’ the OOH ads when someone in our target audience was in close proximity to the panel. We also overlaid this with a store list provided by the client, and specifically targeted panels that were within 250m of the store.
Alongside the Digital OOH activity, we also ran a supporting mobile campaign specifically targeted the same users on their mobile phones, to increase frequency of messaging and for a truly integrated campaign.
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