Innocent Drinks experiments with programmatic OOH buying to promote Super Juice range

The UK brand is the first to use MediaCom's automated trading desk technology

Innocent Drinks is trialing a fresh digital out-of-home (DOOH) programmatic buying method that will allow it to target audiences based on geo-location data.

The UK brand is the first to use the automated trading desk technology that has been developed by its media planning agency, MediaCom.

The campaign will light up DOOH screens in cities such as Manchester, London and Birmingham to promote the smoothie makers' new Super Juice range. It will use anonymised audience data to inform the optimum times creative should be displayed on-screen, with each unit provided with a unique schedule by day and hour.

The push will use collective consumer insights gleaned from mobile devices by data specialist Mobsta. MediaCom claims there are more than 55m of these touchpoints in existence, and told The Drum that this technology will be rolled out to other clients in the coming months.

The system offers up a more granular way of targeting when compared to the industry standard practice of purchasing DOOH ads manually via the Route initiative, which currently comprises a 27,000-strong data panel.

The screens will also tailor messaging by city and even specific locations in some instances.

Arran Javed, head of out-of-home trading at MediaCom, said: “With this [technology] we are heading toward being able to deliver attribution and insights based on highly-targeted data, and this data-led buying leads to more data points we can learn from to inform future campaigns, ensuring we are able to reach the relevant person at the right time. Our new desk will mean it’s now more about people than panels."

This investment by MediaCom in the tech is part of a wider programme looking at integrating programmatic buying techniques across all traditional media.

Over the past 12 months big name brands such as Burger King have been funneling more investment into DOOH. At the end of last year, the fast-food giant's UK vice-president hinted at the firm's ambition to make the medium hyper personalised – connecting the dots between what consumers do online and on the streets.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering events in Europe and the US like Ad Week, Dmexco, Dreamforce and Ciclope.

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