Posterscope builds proprietary ‘always-ready’ programmatic ad-serving platform for Shop Direct
The platform will be powered by Liveposter and at scale through a partnership with Clear Channel, giving Shop Direct brands Very, Very Exclusive and Littlewoods a consistent brand presence on high streets across the UK until the end of 2017.
OOH is the perfect media channel for Shop Direct, a pureplay etailer, as it acts as an extension of the brand and a shop window.
Shop Direct will have the flexibility to schedule or launch real-team dynamic, digital out-of-home (DOOH) campaigns, and tailored creative executions, optimised by time, location and audience, to support specific product or price promotions.
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 optimised hourly by location to the audience using a sophisticated AI algorithm.
Andrew Roscoe, Head of Brand, Sponsorship and Celebrity at Shop Direct, said: “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. The bespoke 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.”
Posterscope’s Senior Client Manager, Anishka Fernando, said: “Shop Direct has been a pioneer in digital OOH, taking full advantage of new opportunities to reach consumers in a more personalised and relevant way, activating real-time, data-led campaigns and using customised creative optimisation to improve the effectiveness of its campaigns. 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.”
Eleanor Mitchell, Client Director at Vizeum, added: “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. 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.”