Brands offered 'instant' digital outdoor advertising plan

With an eye on retailers who have been given the green light to reopen, outdoor specialist Posterscope is launching a new solution that will enable advertisers to bring digital out of home campaigns to the street in just two hours.

Dubbed “Rapid Response”, the scheme is designed to give advertisers the opportunity to react swiftly to changing conditions and activate a digital OOH campaign almost instantly, helping firms to deliver responsive communications to audiences that are beginning to move around the country again.

The solution allows Posterscope to take a brief, check media availability and book space, receive creative assets and then send the digital OOH campaign live, all within a two-hour window. Rapid Response is available at a local, regional, or national level.

Posterscope group strategy director Lee Mabey said: “Digital OOH presents an ideal opportunity for brands to engage with the increasing numbers of people starting to get out and about again. The channel has long presented an exciting canvas for real-time creativity, delivering immediacy and relevancy that drives proven engagement with consumers.

“We believe our new Rapid Response solution will help some advertisers to decide to put work out into the world again. We would encourage brands to start planning now for the easing of restrictions and have some creative prepared and ready to go at a moment’s notice.”

Media owner Ocean Outdoor recently established a £10m fund to help SMEs which have been hit hard by the coronavirus outbreak, in an effort to stimulate jobs and local economies.

SMEs across multiple sectors – including food and beverage, direct to consumer, health and wellness, leisure, tech and B2B – secured free digital OOH advertising from the Covid-19 fund, with the company increasing the budget to £14m.