It’s rather nicely apt that the Association of Data-driven Marketing and Adverting (ADMA) has been given the OOH campaign of the future by Affinity, for its Global Forum ticketing campaign.
Affinity and oOhmedia have created an Australian OOH first for ADMA by hyper-targeting and personalising outdoor advertising. It is also the first time that OOH has been placed programatically on a network wide basis, as opposed to individual hero sites.
The personalised messaging is being sent via oOh!media’s digital network to some of the country’s leading marketing executives, prospective delegates for its Global Forum. These were identified by Affinity by overlaying data from ADMA, oOh! and the top 100 biggest advertising spenders.
Each of oOh!’s digital screens had its own unique feed which, when combined with data targeting, enabled it to display a personalised message to groups of, or even individual, prospective delegates.
Luke Brown, chief executive officer at Affinity, commented, “It’s not very often you get to redefine what’s possible with a particular media. Being able to take one of the oldest one-to-many mediums and personalise it to speak with relevance to people in a particular location makes digital outdoor an even more exciting prospect for advertisers.”
Michaela Chan, oOh!’s Chief Marketing Officer added, “Outdoor is experiencing its own renaissance by working closely partners like Affinity, who share our passion for data, technology and innovative ideas, we can really begin to demonstrate how powerful Out Of Home can be. Never before has so much data been applied to make outdoor a hyper-targeted and personalised channel to drive response.”
4,800 people working in approximately 500 companies were identified as potential attendees to the conference. Affinity then used company addresses which were overlaid with oOh!’s dynamic network covering retail, office and café environments. 238 screens were identified as being within 50 metres of a target’s office buildings in New South Wales, Victoria, and Queensland.
Using the insight that marketers don’t want to miss out on hearing the latest trends from global influencers, Affinity delivered dynamic creative which was updated daily. It showed each viewer a localised map of where in the vicinity tickets had already been purchased. The creative included the line, Your competitors are buying tickets right now. It also included a clock counting down to the two-day conference.
