Australia sees first wide-scale programmatic OOH campaign
In a campaign for the Association of Data-driven Marketing and Advertising (ADMA), Affinity created hyper-targeted and personalised messaging delivered via oOh!media’s digital OOH network.
The advertising agency overlaid data from ADMA, oOh! and the top 100 biggest advertising spenders to identify prospective delegates for its Global Forum conference.
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.
Targeting potential attendees fear of missing out, Affinity then 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.
According to the agency, it is the first time digital OOH has been placed programmatically on a network-wide basis rather than an individual hero site.
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.
Following its launch in Australia and New Zealand, the social platform’s business tools are now available in Singapore, Indonesia, the Philippines, Thailand and Vietnam.
The tools for businesses include:
- Business Profiles: Features a contact button where customers can easily access a company’s phone number and email address. They can also bring up directions with a tap.
- Insights: A mobile tool that lets businesses see if what they’re doing on Instagram is working. Insights packages actionable information about people connected with a business in a visual and easy-to-understand format.
- Promote: Gives businesses the ability to promote a well-performing post as an ad to reach new customers on the go using Facebook's targeting and measurement capabilities.
Pepsi gets sticky with Twitter
Pepsi has partnered Twitter to launch 50 custom stickers across five continents, as part of its global PepsiMoji campaign. The partnership—the largest between the two brands to date—also includes a custom Niche creator campaign showing consumers how to use their stickers, as well as a branded Pepsi emoji and a Promoted Trend.
India is the only APAC market the stickers have been launched in, with the nine other markets being Argentina, Canada, Egypt, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the United States.
The stickers product launched this month with Pepsi as the exclusive launch partner. The new offering enables brands to design four or eight stickers—like accessories and other props—for users to add to their own photos.
— Twitter Advertising (@TwitterAds) August 15, 2016
Digimind melds image recognition with social-media monitoring
Digimind has announced the integration of image-recognition software, developed by US partner Ditto Labs, into its social-media-monitoring software, Digimind Social.
This integration enables brands to identify the use of their logos on pictures posted on social media, including T-shirts, mugs, shoes, advertising displays and more, as well as the environment in which these items appear.
The detected images are then collected and processed on Digimind Social in the same way textual references such as articles or social-media postings, are analysed.
Customers can now:
- Analyze the performance of a sponsorship or partnership during a music, sports, or cultural event, as well as as well as measure brand exposure in terms of visual posts which do not mention the brand on text.
- Understand consumer habits and sentiment towards the brand’s products and services.
- Protect the brand against fraud, such as bootlegs and counterfeit products, thus mitigating a potential crisis.
Amobee launches Triggers
Amobee has launched Amobee Triggers, a solution aimed at providing marketers the ability to target and deliver digital campaigns at key consumer-mindset moments. Powered by the company’s Brand Intelligence platform, the new solution enables brands to activate media around the moments that matter most to consumers.
It analyses digital content consumption across web, social, mobile and video to identify, monitor, and trigger digital campaigns based on real-time trending topics of interest for consumers at times that will best drive engagement and performance.
It automates digital advertising based on:
- Changes in volume of digital engagement, around events, topics, brands or audiences.
- Changes in sentiment: Positive, neutral, or negative.
- Changes in social consumption: Amobee has ads API integrations with Facebook, Twitter, Instagram, Pinterest and Snapchat.
Ooyala unveils AppStudio
Telstra subsidiary Ooyala has unveiled AppStudio, its new turnkey over-the-top (OTT) solution for video providers. Developed in partnership with Massive Interactive, it is touted as a comprehensive solution for companies to deploy, manage, track, analyze and monetize all components of a cloud-based OTT service.
It supports revenue models including subscription video-on-demand (SVOD), advertising-supported video-on-demand (AVOD) or hybrid strategies. The product will be available in September and showcased at the 2016 International Broadcasting Convention (IBC) in Amsterdam.