GSK launches UK’s first fully automated digital OOH

GSK has launched what is being billed as UK’s first fully automated digital out of home advertising campaign.

The anti-allergen brand Pirinase is being advertised in a campaign that uses real-time information being extracted from the MET Pollen Data.

These ‘Posterscope’ sites can automatically buy media and deliver the creative to select sites when pollen count is high enough and the spending parameters are met.

‘High’ or ‘very high’ trigger levels from MET Pollen Data can set off the process to serve the anti-allergen products to relevant out of home locales.

It seems the campaign has been already underway throughout the months of May at rail and roadside locations.

Publicis Media developed PlatformGSK as a dedicated agency to service the GSK business.

“This flexible and fully automated approach will provide a guaranteed out of home presence for our Piri product range throughout the summer, but specifically in the moments when pollen levels reach their highest and customers are looking for hay fever relief,” said James Carpenter, brand manager at GSK.

Charlotte Jackson, managing partner at PlatformGSK, added: “Data and technology sit at the heart of PlatformGSK’s approach, so we are delighted to bring the UK’s first truly programmatic outdoor campaign to market.

“We take an outcome-based planning approach and to be able to track, adjust and optimize in real time will ensure that we get the maximum value and effect from this innovative campaign.”

Source: The Drum