Kinetic has formed a strategic partnership with digital agency ad2one to integrate NEAR technology into OOH campaigns.
One client – Coca-Cola – has already run a campaign across transport, bus shelters, point-of-sale formats and digital OOH promoting a mini projector giveaway. All sites, as well as several young, urban hotspots were geo-fenced. When the target audience entered within a certain radius of the OOH sites or hotspots, they were served a mobile display advert once in-app, extending the campaigns reach.
According to Aoife Nagle, senior brand manager at Coca-Cola: “OOH and mobile are natural partners, leveraging consumer engagement. Coca-Cola is delighted to work with Kinetic, Mediacom and ad2one to extend the reach of our mini projector campaign. By geo-fencing our Outdoor sites and audience hotspots, it allows us to further connect with our target audience and bring exciting content in a relevant manner.”
“Ad2one is delighted to be working with Kinetic in aligning OOH & Mobile campaigns. Using the platform Near, the world’s largest location intelligence platform, enables us to leverage behavioural and app data with real time location data. Working with Kinetic & Near gives our clients a competitive edge by aligning their mobile and Out of Home campaigns, by using real time data to deliver highly targeted campaigns,” adds Hugh Quigley, Sales Director at ad2one
“As the global leader in activating audiences, aligning mobile and OOH is pertinent. OOH is the prime, the awareness piece, the brand building. A mobile element then complements OOH by bringing the conversation to ‘one to one’. By geo-fencing OOH assets, we can further increase reach and frequency and target specific audiences by demographics or location” says Simon Durham, Kinetic’s CEO.