The Mediahuis-owned Sunday World has become the first advertiser to harness the power of large format programmatic OOH in a partnership with Talon and Havas Media.
A media first for the OOH industry, the campaign is complemented by an additional brand awareness piece strategically placed around the point of purchase.
Launched last week, the 8-week OOH campaign is utilising a programmatic element that activates on Saturdays and Sundays.
“We are thrilled to unveil our latest campaign with Sunday World, leveraging the power of programmatic Out of Home (OOH) to captivate audiences at key moments,” says Eoin Carroll, senior client manager and PROOH lead at Talon.
“By working closely with Havas Media, we have successfully amplified Sunday World’s message, leaving a lasting impression and driving engagement. The future of PROOH promises a symphony of data-driven precision, delivering tailored contextually relevant messages at the right time and place,” he adds.
“We are delighted to have Sunday World as part of an All-Ireland media first. Even though Sunday World’s ‘Your Daily Dose of What’s Going On’ campaign is about getting consumers to consider the news brand 7 days a week our printed Sunday newspaper is hugely important to us. Having programmatic pull the brand campaign through to Sunday sales activation will significantly increase the efficiency of our media spend,” says Lee Martin, head of marketing, Mediahuis Ireland.
“Out of home was planned as a key channel for driving awareness of the Sunday World brand campaign, especially among the elusive younger demographic that is traditionally challenging to reach on a wide scale,” adds Kerrie Patten and Cian McCarthy,
account manager and programmatic specialist, Havas Media.
“Leveraging programmatic tools empowered us to precisely target expansive formats and it afforded us the flexibility to zero in on point-of-purchase formats during the weekends, strategically nudging consumers towards purchasing the Sunday newspaper. It was great to be able to work closely with Talon on this campaign to activate this innovative, high impact DOOH format in-house through their self-serve DSP. This campaign signals a promising future for the growing programmatic OOH industry within Ireland, which uses real-time data and insights to uplift OOH campaigns.”