Mindshare Turkey for Unilever: multi-brand programmatic out-of-home
8 March 2018
While FMCG advertisers have broad audiences, there are certain real-life conditions that resonate heavily with certain brands. To add, the huge array of data on consumer behaviour in a real-time context, and programmatic activation technology, has brought about a new age of possibilities in digital out-of-home.
Using European DSP Platform 161 and the programmatic digital out-of-home exchange Awarion, Mindshare Turkey was able to make these moments count, running real-time campaigns for a number of their brands, using three different networks for each brand when the conditions were perfect – whether that be data on audience, the time of day or weather conditions. Data-driven HTML5 creatives were used to make it all count and grab the attention of passers by in a split second. One creative became many across the DOOH networks in this groundbreaking, highly efficient campaign that resulted in Unilever adopting a completely new approach to this medium.
Thank you for your interest in our article. We’d love to get in touch with you to find out how you are using our research. If you don’t mind us sending you an email to ask you if the article was helpful, then please enter your email address and download the report.
We promise we won’t spam you!