Data-driven media, CX and advertising agency Affinity has created an Australian outdoor advertising first by delivering hyper-targeted and personalised messaging via oOh!media’s digital network to some of the country’s leading marketing executives.
The campaign for the Association of Data-driven Marketing and Adverting (ADMA), saw Affinity overlay data from ADMA, oOh! and the top 100 biggest advertising spenders to identify prospective delegates for its Global Forum conference.
Each of oOh!’s digital screen had its own unique feed which when combined with data targeting made it possible to personalise the messaging to groups of or even individual prospective delegates.
It’s the first time digital OOH has been placed programmatically on a network wide basis rather than an individual hero site.
Says Luke Brown, CEO, Affinity: “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.
“Thanks to oOh!’s vision and investment in their network, we’ve been able to deliver a truly unique campaign for ADMA and it’s just a taste of things to come in how data will quickly change the role of the Out Of Home channel.”
Says Michaela Chan, chief marketing officer, oOh!: “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.”
A total of 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 across retail, office and café environments. A total of 238 screens were identified as being within 50 meters of a target’s office buildings in New South Wales, Victoria, and Queensland.
Tapping into 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 showing each viewer a localised map and 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.