OMG Czech underlines outcomes of weather-driven pDOOH campaign for KFC through Vision Thing
By M4G Bureau - December 04, 2023
The findings come out of a study of the campaign rolled out in the summer season
In the realm of OOH advertising, the programmatic purchase of ad spaces not only enables flexible management of campaigns but also allows for automation with intelligent triggers. This approach was adeptly employed by media agency PHD for a KFC campaign aimed at promoting their milkshakes. Set in Prague, the capital of the Czech Republic, the ads were specifically programmed to appear only when the local temperature rose above 20°C, coupled with favourable weather conditions, ensuring optimal relevance and timing for the campaign's message.
Marek Pohanka, Head of Programmatic at OMG Czech, explains their strategy for KFC's campaign: 'Our objective was to find the most effective targeting method for KFC's summer shake promotion. We opted for DOOH spaces that could be programmatically purchased, a choice that allowed us to engage users more dynamically. Utilising Vision Thing's network, renowned for its flexible and weather-based targeting capabilities, we were able to display the KFC shake ads exclusively during favourable weather conditions. This strategy ensured the ads' relevance and appeal during the ideal moments.'
Richard Němec, CEO of Vision Thing, where the campaign was executed, shares his insights on the campaign's success: "The programmatic ecosystem is perfectly suited for campaigns of this nature. It offers advertisers reliable technology for efficient campaign management."
He believes programmatic advertising holds an edge over traditional methods. "With programmatic DOOH campaigns, like the ones we run through Adform DSP, advertisers have the assurance that their ads will go live only when specific conditions are met. This not only avoids unnecessary expenses but also ensures the relevancy of the content by preventing the display of ads under unsuitable conditions, " Němec elaborates.
For the KFC campaign, the OMG group developed a unique script tailored to Prague's weather data. This script assessed real-time conditions to decide if the advertisement should be launched, then relayed this information to the Adform DSP platform via API. Marek Pohanka, elaborating on the process, said, "The standard DSP settings didn't support weather-based targeting, prompting us to innovate. In a matter of days, we developed a script to fetch and refresh current weather data. This script was integrated with our Adform DSP, enabling the campaign to be automatically triggered by the prevailing weather conditions."
During July and August, the campaign was featured on digital billboards throughout Prague, capturing the attention of both pedestrians and vehicle passengers. The ads were programmed to display from 9:00am to 10:00pm. Analysis of the campaign revealed that optimal conditions for displaying the ads were met for an average duration of 7 hours and 15 minutes each day. An accompanying graph illustrates the correlation between the prevailing weather and the timing of the ad displays throughout the campaign period.
Fig. Graph of average temperatures in Prague and active campaign time during its period
Richard Němec comments on the groundbreaking collaboration between Vision Thing, OMG Czech, and Adform: 'This campaign is a significant milestone in the evolution of Czech DOOH advertising. It marks the first time in the Czech Republic that a DOOH campaign's display hinges on real-time weather data. While previous campaigns merely swapped one creative for another, this campaign utilises active, automated triggers. This method not only enhances the relevance of the advertising message but also ensures a more efficient allocation of the campaign budget.'
Marek Pohanka sums up the project's ethos: “We were inspired by the saying, 'Where there's a will, there's a way,' a sentiment deeply ingrained in OMG's philosophy of 'Where others end, we begin.' This mindset enables us to provide our clients with solutions that are not only flexible and unique but also at the forefront of innovation.”
Stay on top of OOH media trends