Market News Direct to London City Commuters
Adrian J Cotterill, Editor-in-Chief
This week IG, the leading UK-based financial trading company, launched a digital Out of Home branding channel to bring breaking news to commuters in the City of London.
Described as a a DOOH media first for the financial sector, this long-term initiative is booked to run on JCDecaux’s Motion@TheCity network until April 27, 2020 inclusive.
Elaine Bramall, UK Senior Marketing Manager at IG, said: “DOOH is the perfect channel for IG to bring targeted news to the heart of London’s financial district. Dynamic updates keep content fresh and engaging so it remains relevant throughout the campaign duration.”
Produced by Grand Visual, IG’s financial news channel will stream breaking news stories and images from the company’s website alongside branding pieces to large-format screens in the heart of the city’s financial district including Fenchurch Street, Liverpool Street, Cannon Street, London Blackfriars, and City Thameslink.
James Sibree, Account Director, JAA Media, told us “This campaign is the result of a close collaborative team of agencies and the outcome is a fully integrated digital Out of Home campaign that emulates the content and display partnerships IG have across key press titles in a campaign that reaches audiences at home, at work, and on the go.”
The targeted DOOH activity was planned and booked by JAA Media and Talon and supports a broader OOH campaign including ECN’s workplace network. Campaign management and dynamic delivery is handled via OpenLoop, the Dynamic Creative Optimisation platform from ad tech specialist QDOT. The OOH drive is part of a wider campaign planned and booked by JAA Media.
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