Out of Home Masters ran a campaign for Linda’s Winterbook for their client Talpa via S+A. So far nothing special. The campaign was targeted on supermarkets where there was likelihood the target audience could be found. So far still nothing too special. Yet when the client uploaded the creative the infrastructure of programmatic was tested. As the creative was a bit spicy/revealing. As everything goes automated in programmatic DOOH, often clients ask us how it works with creatives. Can we just upload anything and no one will check this stuff? The answer is no, every creative will be checked.
The way the platform works is that a creative is uploaded and sent through to the client for approval. If the creatives are not approved, the campaign will not go live. This way media owners manually know what is running on their screens and there is a final check on every campaign and whether it complies with the set rules of the media owner.
Media owners are dealing with the rules of the context where the screens are positioned. The city council, supermarket owners, shops in a mall etc. Therefore it sometimes happens that specific rules are set for certain locations such as static images or a certain amount of movement in the creative. Because media owners sometimes are dealing with a large variety of stakeholders it can also happen that one or a few of the supermarket owners do not accept a creative whilst all the others did not take any issue with it. Programmatic advertising offers the possibility to exclude certain placements, and adjust a campaign in real time.
About Sage + Archer
The European programmatic DOOH and mobile media buying platform. Sage + Archer enables marketers to reach their audiences on mobile and digital out-of-home in real time, with trigger-led, data based campaigns.
The Sage represents the human effort and years of media buying experience put into developing the platform. It ensures full transparency, verified data and premium, brandsafe inventory. The Archer embodies the technology required to run campaigns that utilise all of the advantages that programmatic advertising has to offer: a highly efficient buying process, contextual dynamic creatives, moment related messaging and algorithmic optimisations. The Sage offers its wisdom, the Archer its skill and together they provide media buyers with all of the joy of programmatic buying, and none of the hassle.
Sage + Archer connects media buyers to 50+ out-of-home and 500+ mobile media owners, and has been used to run 1000+ campaigns across Europe since 2013. Read more and get inspired by cases through our website.