Posterscope, the out-of-home and location marketing specialist, has today launched ‘Rapid Response‘, a solution that will enable advertisers to bring a digital out-of-home (OOH) campaign to the street in just two hours.
‘Rapid Response‘ provides advertisers with the opportunity to react swiftly to changing conditions and activate a digital out-of-home campaign almost instantly, delivering responsive and relevant communications to audiences that are beginning to move around the country again.
The solution allows Posterscope to take a brief, check media availability and book space, receive creative assets and then send the digital out–of–home campaign live, all within a two-hour window.
As lockdown measures become more relaxed in certain geographies or environments, and government guidance is tweaked almost daily, advertisers are having to adapt their communications and react accordingly. ‘Rapid Response‘ will help advertisers that want to reach OOH audiences to do so quickly and easily, at a local, regional or national level.
Lee Mabey, group strategy director at Posterscope, said: “Digital OOH presents an ideal opportunity for brands to engage with the increasing numbers of people starting to get out and about again. The channel has long presented an exciting canvas for real-time creativity, delivering immediacy and relevancy that drives proven engagement with consumers.
“We believe our new ‘Rapid Response‘ solution will help some advertisers to decide to put work out into the world again. We would encourage brands to start planning now for the easing of restrictions and have some creative prepared and ready to go at a moment’s notice.”
Despite the restriction on movement and travel to date, OOH has been used to great effect during the coronavirus pandemic to communicate important health and safety messages, and to reach local audiences as they move around in their communities.
Some of the best creative work to have emerged during the pandemic has also incorporated OOH as a canvas to entertain, inform and engage.