In an Irish media first, PML Group has delivered dynamic Digital Out of Home at scale in a campaign using its proprietary Dynamic platform.
Working in conjunction with Starcom and creative agency, Rothco, PML Group rolled out its new capabilities with a National Lottery campaign which encompasses a live countdown clock to the Millionaire Raffle which takes place on New Year’s Eve. €1 Million Guaranteed winner plus over 5,000 cash prizes will be won on December 31st.
The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The live countdown clock features on the Clear Channel’s new Tesco Live screens, the city centre street side Orbscreen network, and mall digital encompassing Exterion Media’s dPods and JCDecaux’s iVision. Supplementing the dynamic digital is a heavyweight national 6 Sheet campaign comprising Bus Shelters, Adshel and Adboxes.
Speaking of the campaign, PML Group’s Managing Director Geoff Lyons said, “Our proprietary Dynamic platform allows us to deliver contextually relevant advertising at scale and in real time across multiple DOOH networks for our clients using a multitude of scheduling and content triggers. This technology is the perfect tool enabling us to deliver on brief for the National Lottery driving excitement and awareness at screen right through to purchase. This campaign encompassed advertising across the entire OOH sphere using an array of formats in classic and digital whilst cleverly utilising our Dynamic platform allowing for live content served across a variety of digital screens at the right time and in the right place.”