MediaCom and Clear Channel UK are trialling a new platform, Vukunet, which automates the buying, planning, delivery and optimisation of digital-out-of-home (DOOH) campaigns.
The platform is being trialled by MediaCom at 40 Clear Channel shopping centres across the UK, including Meadowhall in Sheffield and Manchester’s Trafford Centre.
Gill Reid, board director at MediaCom, said: “We are just at the start of a journey to discover the true potential of digital-out-of-home and delighted to be at the forefront in using this new technology. We are very confident that this will benefit the delivery, and ultimately, the optimisation, of our digital campaigns and are excited to be working with Clear Channel and Vukunet to bring this to life in the real world.”
The Vukunet system will allow clients and agencies to report on and optimise their campaigns in real-time.
Dirk Huelsermann, head of Vukunet EMEA at NEC Display Solutions Europe, said: “We are proving that DOOH campaigns can and will be booked at the same time as an online campaign. Our aim is to not only make it easier for agencies to book campaigns now, but in the future to connect our platform to online ad serving platforms and open up new advertiser opportunities.”