The Valeo Food-owned Jacobs is the latest brand to use PML’s innovative proprietary dynamic platform which allows brands to deliver contextually relevant advertising at scale and in real time seamlessly across multiple DOOH networks and media owners using a number of scheduling and content triggers.
Created by Havas Dublin, the campaign highlights the brand’s savoury range and suggests recipes and snack ideas. The platform has enabled copy to be adapted by location. One of the iterations, called “Hummus atá tú?” has specific location shout-outs while “The 99” is contingent on a weather trigger – when temperatures rise above 18°C.
According to Geoff Lyons, managing director of PML Group: “We’re thrilled Valeo Foods, together with Initiative have chosen Dynamic triggers to showcase their range and illustrate the exceptional creative power of Dynamic Out of Home. It’s great to see localised messaging together with of real time adaptive animated copy engaging audiences on the go.”
According to Lyons, research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 18%.
Claire Allen, digital marketing manager, Valeo Foods adds: “We’re delighted to kick off a summer of snacking with recipes created especially with fans of Jacob’s in mind. Using Dynamic Out of Home has allowed us to engage our customers in a new way, showing them just how versatile the Jacob’s savoury range is!”