Case study: ADMA, oOH!media and Affinity pioneer hyper-targeted out-of-home advertising for Global Forum 2016

25 Jul 2017

  • Analytics
  • Innovation
  • Data
  • Marketing Technology

 

BACKGROUND

Each year, here at ADMA, we host the world’s brightest minds from around the globe during Global Forum – Australia’s leading marketing conference.

In 2016, we asked for the help of two key players in the industry to assist us with our strategy to entice new delegates – Ooh!media and Affinity.

To achieve our objectives, they combined the power of data and outdoor media in a first for Ooh!media and ADMA.

SOLUTION

Affinity and Ooh!media developed a hyper-targeted out-of-home (OOH) initiative featuring personalised, localised and near real-time messaging.

Some 4,800 individuals from 500 companies were identified using first-party data, overlaying longitude/latitude coordinates – and even the curvature of the earth – to pinpoint the closest cafés and elevator screens (inside a 50-metre radius). Company addresses and data from 100 of Australia’s biggest ad spenders were cross-referenced, identifying potential delegates across NSW, VIC and QLD.

Through feeding ticket sales into our locational engine in near real time, every screen could be personalised with dynamic messaging.

RESULTS

The possibilities for the OOH medium were redefined through this campaign.

Our Global Forum tickets sales saw a very healthy spike – and the campaign received great coverage from industry press.

Thanks to the vision and investment of the oOh!media network, a truly unique concept was realised and delivered, pioneering new era in personalized programmatic OOH.

MEDIA

Mumbrella
Adnews
Campaign Brief
B&T
The Stable

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