Santander is the first brand to embrace a new Posterscope programmatic ad service which, it is claimed, enables clients to customise creative executions in digital posters tailored to the passing consumer.
The outdoor specialist, which is run by former Acxiom chief Stephen Whyte, insists that with the launch of its Dynamic Scheduling service, it is the first OOH specialist agency to offer a product with proven campaign effectiveness to all clients.
Powered by Liveposter, Posterscope maintains it will create a new industry standard in the delivery and scheduling of digital campaigns.
The Santander ‘Feel good about planning for the future’ campaign was devised by Engine and Carat. Make-up brand Charlotte Tilbury has also signed up for a campaign, produced by Cream.
Whyte said: “The most interesting and important aspect of programmatic OOH is the transformation that programmatic ad-serving of creative has enabled. With nearly 50% of OOH spend expected to be digital in 2017, we have made a commitment to evolving our digital offering in order to drive incremental value for clients.
“We have created a sophisticated AI algorithm that makes the benefits of programmatic ad-serving accessible to all clients no matter the scale of their campaign. This is part of Posterscope’s ongoing commitment to provide pioneering location-based solutions for brands.”
Santander lead media strategist Daniel Creed said: “We recognise that prosperity means something different to everyone depending on their personal situation. Dynamic Scheduling allows us to communicate our different product offerings based on what is most important to those viewing the campaign.”
Engine client managing director Will Lever added: “Dynamic Scheduling is an important innovation that enables us to continue targeting specific audiences across DOOH campaigns. It allows us to seamlessly execute personalised creative at scale, so we can speak to the right audience, in the right place at the right time.”
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