In an Australian first Australia Post, via Posterscope Australia, has delivered dynamic, geo-targeted digital OOH mapping at scale in a campaign using Posterscope’s proprietary Liveposter technology.
Working in conjunction with Dentsu Aegis Network sister agency Dentsu Mitchell and creative agency, GPY&R, Posterscope rolled out its new capabilities with the Australia Post campaign which allows consumers at around 550 OOH locations across the country to geo-locate their closest parcel locker and retrieve maps and directions.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems.
This campaign represents one of Australia’s first executions of the technology by Posterscope, since it announced the full acquisition of Liveposter globally in May 2016.
Says Adrian Venditti, group agency director, Posterscope: “With Liveposter, we now have the ability to change messages at scale in real-time, which was the perfect technology for us to take to Australia Post to make their message as relevant as possible for each location and literally drive people from screen to store.
“With Digital OOH expected to account for a 50% share of the Australian OOH market by the end of 2017, it’s important we help our clients deliver more effective Digital OOH campaigns as we know that advertising cut through is higher when using dynamic creative. There are no other solutions in market currently that can deliver the same output at scale and we are very excited to see the results this generates for Australia Post.”
Dentsu Mitchell group client service director Michelle O’Brien said proximity targeting was key to the success of this campaign.
Says O’Brien: “Using maps delivered to customers via Liveposter will not only drive awareness of the Australia Post Parcel Lockers but demonstrate the large scale of the Parcel Locker network through serving targeted ads. We know the strength of Digital OOH when it comes to creating visual impact as well as the effect on recall when combined with messaging relevancy. Liveposter was the next logical step as it allowed for us to build impact, relevancy and highlight the scale of the Parcel Locker network.”
Posterscope expects to see more Dentsu Aegis Network clients utilising the Liveposter technology in the near future to fully exploit the opportunities to customise and target campaigns through digital OOH.
The Australia Post campaign runs from Monday 12th September to Friday 2nd October.