SEEN AND NOTED: UNITED KINGDOM — Here’s another example of how technology is bringing greater relevance to digital out-of-home advertising. Amscreen, a UK-based provider of digital place-based advertising networks, is currently running a hyperlocal digital out-of-home campaign for Ford dealerships across the UK that uses thermal sensors along with geo-location to drive the display of content on their network. The thermal sensors monitor weather conditions and trigger a different themed Ford messaging. For example, consumers will see a different advertisement if there’s rain, sleet, ice, snow, fog or when the temperature falls below 5 degrees celsius. The campaign is running across the UK across Amscreen’s 1335 forecourt locations. Ford’s campaign is designed to raise awareness of individual dealerships and drive footfall in store using Amscreen's Geo+ technology, which automatically identifies the location of each screen and features custom content within a 5-mile radius of dealerships. The campaign was planned by Mindshare and bought by kinetic and also consists of National and Regional digital display, regional press and PPC support.
The use of sensors and data feeds to drive digital place-based creative is becoming more commonplace. Last November we featured a story on Clear Channel UK using sensors and live data feeds to trigger creative content displayed on their Chiswick Towers digital place-based screens along London’s M4 approach. And last December we also ran another feature story from Australia’s oOh! Media that used sensors to monitor outdoor temperature to control an advertising campaign on behalf of Unilever to promote its Magnum and Lipton Iced Tea products to hot and thirsty people when the daily forecast temperature exceeds the monthly maximum average in their local area. Clearly we will be seeing more of sensors and geo-location technologies deployed in the future.
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