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How Bauer Media uses real-time digital ads to bolster its data-driven marketing

Bauer Media has been taking advantage of data-driven outdoor ads over the past few months to build on its own digital marketing. The formats are the result of a partnership with digital out of home media owner Kong Outdoor and creative technology provider Flux.

Kiss, Hallam FM and Radio Aire are among the first of Bauer's brands to utilise the companies’ outdoor digital ad screens and real-time updates to target consumers with personalised content streams.

As part of Bauer Media’s recent partnership with the Brit awards, the media group promoted Kiss FM’s ‘Live At The Brits’ show through Kong’s 12 digital portrait sites in London, offering passers-by real-time updates on nominations, winners and stories from the Brit Awards 2016, using Flux’s technology.

Flux is also set to run 12 month campaigns for both Hallam FM in Sheffield and Radio Aire in Leeds, across Kong screens throughout each city. The sites possess the functionality to display intelligent messages that are easily edited. These will focus on such things as event and feature news, listener shout-outs and traffic updates.

Bauer also hinted at working with commercial partners through the digital out-of-home technology, that will see the brand run adverts alongside its own content on the sites. Kong Outdoor’s sales and marketing director Mark Catterall commented on this: “We're confident that our audiences and advertisers will see real value in combining great content with ads”.

The campaigns come as part of Bauer’s ambition to take advantage of local opportunities and scale them globally, as well as building data-driven products centred on audience needs. This strategy is driven by the brand’s digital arm, Bauer Xcel Media, which launched in the UK last year to drive the brand’s digital development and growth.

Ali Wilkinson, head of content and partnerships at Bauer Radio said: “The collaboration with Kong Outdoor and Flux provides huge potential for audience development. They have a considerable network of influential locations across key territories for Bauer. We’re particularly excited by the scope to include the tech as part of future commercial partnerships, working with advertisers to deliver curated content for outdoor sites.”

Liam Rushforth, director of Flux, said: “Our technology allows advertisers to be reactive, disruptive and creative with digital out-of-home. Brands need no longer rely on carpet coverage; they simply advertise when it makes sense.”

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