HP's Sprocket printer product has a niche set of target audiences: travel enthusiasts and students. By running programmatic digital out-of-home campaigns through Platform 161 DSP and data on these audiences coming in from a proximity marketing company, Blesh, OMD Turkey left the campaign on auto-pilot to run in two malls when the target audiences were highly concentrated.
The real-time targeting was possible through Blesh's integration with Awarion's out-of-home exchange, enabling immediate activation of a campaign based on such criteria. By executing a campaign this way, OMD was able to create significant media efficiency for their client and show different creatives for each target group, whenever one was higher than the other. Since the campaign was run from a DSP, lat-long targeted line items for the digital realm ran in-sync to the programmatic OOH campaign, targeting these audiences through multiple channels and creating a unified point of media buying and reporting.
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