UK’s MediaCom pushes ahead with programmatic buying tool

UK-based media agency MediaCom is promoting the launch of innocent’s new ‘Super Juice’ in London, Manchester and other key cities using an automated trading desk for DOOH ads. The system uses data that informs the optimum times for the brand to be live across each screen, with each having a unique schedule by day and by hour, ensuring the target audience has been reached in the most efficient manner. Data-fuelled creative is filling the screens, relating to aspects of specific city or location in some instances.
With this new automated technology, brands will be able to reach an audience much more flexibly, taking insights from some 55 million data points using the latest in geo-location targeting supplied by mobile data specialists Mobsta.

The trading desk tool created by MediaCom is set to hugely increase the efficiency with which agencies can target audiences using enhanced data sets based on geo-location.
Arran Javed, Head of OOH Trading at MediaCom, was quoted in media reports as saying: “We’re thrilled to be able to work with innocent using our new trading desk tool which I believe is going to see much more effective advertising across the digital OOH space. We’re now able to offer brands such as innocent more accurate advertising within a broadcast medium, and we’re fully taking advantage of the DOOH market place, which has grown exponentially over recent years. With this we are heading toward being able to deliver attribution and insights based on highly-targeted data, and this data-led buying leads to more data points we can learn from to inform future campaigns ensuring we are able to reach the relevant person at the right time. Our new desk will mean it’s now more about people than panels!”

This investment by MediaCom in technology to bring true programmatic buying to OOH is part of a wider programme looking at integrating programmatic buying techniques across all traditional media, being led by MediaCom’s John-Paul Major.