Shop Direct’s Platform to be Powered by Liveposter and Run Exclusively on Clear Channel’s DOOH Network
UNITED KINGDOM — Posterscope has developed a proprietary programmatic ad-serving platform for Shop Direct, the UK’s second largest pure-play digital retailer. The platform, powered by Liveposter, will enable Shop Direct to run digital out-of-home campaigns on nearly 6,000 digital screens through a partnership with Clear Channel. Shop Direct will be able to activate DOOH campaigns in real-time in response to online product offers, key promotional periods and specific market conditions. Shop Direct brands include, Very, Very Exclusive and Littlewoods.
“As a retailer it’s crucial that we have the flexibility to respond and adapt our advertising to changing market and consumer demands. The technological developments emerging in digital out-of-home are facilitating this,” said Andrew Roscoe, Head of Brand, Sponsorship and Celebrity at Shop Direct. “The custom platform that Posterscope has built for us will allow us to activate brand-led and product specific campaigns in an agile way and ensure that our advertising is relevant and as appealing as possible at all times.”
The announcement follows the recent launch of Posterscope’s programmatic ad-serving offering, Dynamic Audience, which gives all clients access to programmatic ad-serving whereby all digital campaigns can be optimized hourly by location to the audience using a sophisticated AI algorithm.
Digital out-of-home is the ideal media channel for Shop Direct as it acts as an extension of the online brand and as a shop window. Shop Direct will have the flexibility to schedule or launch real-team dynamic, digital out-of-home campaigns, and tailored creative executions, optimized by time, location and audience, to support specific product or price promotions.
“Shop Direct has been a pioneer in digital OOH, taking full advantage of new opportunities to reach consumers in a more personalized and relevant way, activating real-time, data-led campaigns and using customized creative optimization to improve the effectiveness of its campaigns,” said Posterscope’s Senior Client Manager, Anishka Fernando. “We are really excited to be collaborating in this way to help Shop Direct continue to push the boundaries and remain agile and relevant in the market.”
Creative will be produced by St Luke’s with media planning in collaboration with Vizeum.
“Digital OOH is a great place for the Shop Direct’s brands to be as it creates a virtual shop window on the high street,” added Eleanor Mitchell, Client Director at Vizeum. “This technology platform will allow us to take full advantage of the dynamic capabilities of the medium and we are excited to be part of this industry first.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media