Shop Direct is set to launch real-time, digital out-of-home campaigns with tailored creative executions, optimised by time, location and audience through an ‘always ready’ ad-serving platform provided by outdoor media specialist Posterscope.
The platform will be powered by Liveposter and at scale through a partnership with Clear Channel, giving Shop Direct brands Very, Very Exclusive and Littlewoods a consistent brand presence on high streets across the UK until the end of 2017.
Creative is being devised by St Luke’s and media is planned in collaboration with Vizeum.
The move follows the recent launch of Posterscope’s programmatic ad-serving offering, Dynamic Audience, which it is claimed gives all clients access to programmatic ad-serving enabling all digital campaigns to be optimised hourly by location to the audience using a sophisticated AI algorithm.
Shop Direct head of brand, sponsorship and celebrity Andrew Roscoe said: “As a retailer, it’s crucial that we have the flexibility to respond and adapt our advertising to changing market and consumer demands. The technological developments emerging in digital out-of-home are facilitating this. The bespoke platform that Posterscope has built for us will allow us to activate brand-led and product specific campaigns in an agile way and ensure that our advertising is relevant and as appealing as possible at all times.”
Posterscope senior client manager Anishka Fernando added: “Shop Direct has been a pioneer in digital OOH, taking full advantage of new opportunities to reach consumers in a more personalised and relevant way, activating real-time, data-led campaigns and using customised creative optimisation to improve the effectiveness of its campaigns. We are excited to be collaborating in this way to help Shop Direct continue to push the boundaries and remain agile and relevant in the market.”
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