SBI Life Insurance, along with its agency WATConsult and Amnet, has claimed to have launched India’s first programmatic out-of-home (OOH) ad campaign.
The insurance brand said it has decided to invest in the platform because it wants to bridge online and offline marketing.
Ravindra Sharma, the chief of brand and corporate communications at SBI Life Insurance, said: “For a long time marketers have been trying to bridge the gap between offline and online audience, to holistically target consumers. Using the existing advertising ecosystem, the programmatic digital out of home campaign (DOOH) successfully bridges the offline to online audience gap, by the simple yet intelligent application of technology.”
He added, “At SBI Life we take great pride in being the early adopters of upcoming technologies and are extremely thrilled to start 2019 on an innovative note. We believe this will mark a transformation in the evolution of digital marketing.”
The ads are an extension of an existing campaign, titled ‘Main Se Hum’ with a topic of New Year. The location will be across establishments near Maharashtra and Delhi-NCR.
In terms of technology, the campaign uses Google’s Marketing Platform with Lemma Technologies, which will serve the ads across OOH touch points, as well as re-targeting audiences on mobile through the beacons installed at each location.
“It’s an innovation in the outdoor industry to connect outdoor media to a centralized platform based on advertisement standard & protocols. Such standardization gives DOOH inventory more visibility to direct and programmatic demand”, said Gulab Patil, founder and CEO at Lemma Technologies.
Rajiv Dingra, founder and CEO of WATConsult, said: “With this activity, SBI Life adds another innovation with us with the key objective of testing Digital OOH, extend further reach for their "Main Se Hum" campaign exploring New Year as a topic to leverage and programmatically retarget with relevant brand messages. Well, this is the first-of-its-kind initiative in India and will surely open more dynamic avenues for the brand in the coming future.”