Real Time DOOH Campaign Starts w/ The Biebs Purpose Album

Maddie Cotterill

Outdoor Plus has partnered with Global, MediaCom and Universal Music for an innovative new digital out of home campaign.

Justin Bieber-The Eye 470

The campaign, which broke late last week, will promote Universal Music acts and give commuters real time updates when an artist or band is playing on 95.8 Capital FM. For the first time, ads will run in conjunction with the 95.8 Capital FM radio playlist, rather than on a timed ad loop.

The campaign, planned by MediaCom, kicks off with an ad promoting Justin Bieber’s album ‘Purpose’.

A dynamic feed provided links between the Capital studios and Outdoor Plus sites across London, and determines in real-time when a track from ‘Purpose’ is playing on Capital. A custom built code will simultaneously trigger the Justin Bieber creative to be displayed on the DOOH screens for the duration of the track’s airplay.

Grant Branfoot, sales director at Outdoor Plus, told us “The real-time campaign we ran with Capital last year was a huge success and this campaign takes that idea to the next level. This is a great example of how collaboration between brands can result in a truly innovative and informative DOOH campaign”.

Arran Javed, OOH Trading at MediaCom, added ““Bringing OOH and radio together like this, in a truly live way, highlights the full potential of DOOH. This connected real time planning, and media first, demonstrates a perfect partnership between multiple media partners, and in world with context is becoming ever important will bring the audio and the visual together in a unique, immersive way – and who better to be the at the forefront of this ground breaking technology than the man of the moment Justin Bieber himself. This dynamic campaign highlights the fact that the programmatic is not far off in the DOOH world.”

We also understand that Outdoor Plus are currently working with Proxama and utilising iBeacon technology to link up the outdoor screens to deliver a CTA mechanism to mobile devices. iBeacons have recently been installed on London Buses and are now able to deliver advertising content direct to the handsets of anyone on the bus through Google Chrome technology. By inputting the postcodes of the Outdoor Plus screens the iBeacon can deliver content to anyone on the bus within that postcode area, linking up the outdoor ad with a mobile ad driving directly through to stream the album on Spotify.

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