Dynamic Data Drives DOOH Screens Across 9 UK Cities Including Leeds, London, Manchester and Birmingham
UNITED KINGDOM — Cricket fans across the UK will be able to keep track of their home team thanks to a summer-long digital out-of-home (DOOH) campaign by the England and Wales Cricket Board (ECB). The DOOH campaign was created to raise awareness of England Cricket, connect with existing fans, and attract new followers to the sport.
“Our ambition is to raise awareness of the world class cricket being played this summer, and keep sports fans connected to the action,” said Rob Calder, Head of Marketing at ECB. “Exploiting innovative digital outdoor media in this way will link to our online activity, and deliver a cohesive campaign across multiple channels.”
The campaign will display live scores from England’s 2016 Summer Internationals against Sri Lanka and Pakistan, including campaign imagery celebrating wicket, run and other major milestones on DOOH screens as the action unfolds.
Matches include a double-header on Tuesday, July 5 with England Women’s Natwest IT20 match against Pakistan, alongside the men’s match against Sri Lanka at Ageas Bowl. The digital outdoor location to watch the double-header matches will be at Westquay Shopping Centre in Southampton.
The campaign, planned and booked by Talon and AMS, will run across 9 UK cities including Leeds, London, Manchester and Birmingham, spanning four outdoor media owners at more than 20 different outdoor locations. In addition, the ECB will be running their It’s Not Just Cricket campaign on an additional 10 outdoor sites at key times when international matches are not in progress.
The campaign was designed by the ECB’s creative agency, Matta, and produced by Grand Visual, with Opta Sports providing the live scores and match data. Dynamic delivery is managed via OpenLoop, Grand Visual’s proprietary digital out-of-home campaign management dashboard, which combines the three data sources: live match data, the @EnglandCricket Twitter feed and the reactive campaign imagery.
“This campaign represents an intelligent use of the medium that will delight fans across the UK,” said Dan Dawson, at Grand Visual. “The campaign is fresh, geo-targeted and plugged into ECB’s all important online and social channels.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.