Dive Brief:
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U.K.-based beverage brand Innocent is working with WPP's MediaCom on a new digital out-of-home (OOH) campaign that is the first to leverage an automated trading desk developed by the media agency, according to a press release made available to Marketing Dive.
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A campaign around Innocent's new Super Juice will run through Feb. 4 and leverage geotargeted data in U.K. cities including London and Manchester. Data will drive the campaign, determining the optimum times to deliver creative messages to specific target audiences.
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MediaCom's trading desk aims to transform how agencies make digital OOH ad buys, which are usually purchased manually in a process that can be time-consuming and cumbersome. Through automation, the trading desk looks to give brands greater flexibility in reaching targeted audiences with enhanced data sets based on geolocation.
Dive Insight:
OOH advertising continues to receive renewed interest from brands as digital and mobile technology break down the traditional model of static billboards and signs. Innocent joins a number of marketers that are leveraging data, location-based or otherwise, to make their digital OOH campaigns more relevant to nearby consumers.
To promote "The Last Jedi" in December, Disney ran a billboard in Times Square that showcased real-time reactions from fans on Twitter, for example. Last year, a massive billboard in London's Piccadilly Circus owned by Landsec began serving targeted ads to passersby and also responded to changes based in the news, sports and weather. Many of these efforts tie together better data derived from smartphones to present contextual messages in the real world, refining omnichannel approaches.
With the new trading desk, MediaCom is looking to offer a more advanced buying tool as marketers continue to embrace these types of campaigns and blend tactics like programmatic into their OOH strategies. Programmatic ad spending on traditional media, including TV, radio and OOH, accounts for 6% of total advertising spend today and is expected to increase to 13% by 2019, according to Publicis Groupe Zenith.
