AUCKLAND, Today: Lumo Digital Outdoor and marketing tech provider Hivestack have teamed up to launch a dynamic programmatic digital out-of-home campaign for Fire & Emergency New Zealand.
The Keep a metre from the heater campaign, uses live temperature readings to serve different dynamic DOOH creative executions encouraging Kiwis to comply with safer heater use behaviours as winter kicks into effect.
To ensure the campaign was delivered at optimal moments, Fire and Emergency leaned on Lumo’s integration with Hivestack’s ad server technology to activate inventory during the drive-home hours of 4pm and 8pm – and only when the temperature dropped below 15 degrees.
The Hivestack Ad Server allows media owners to unlock the full potential of their digital inventory by optimising revenue across direct and programmatic channels. It makes it simple for direct sales teams to sell targeted, custom audiences more precisely and deliver impressions.
Fire & Emergency NZ risk reduction & investigations manger Todd O’Donoghue said: “As well as launching just in time for winter, this campaign also follows a sharp increase in the number of house fires last month.
“Launching just in time for winter, this campaign follows a sharp increase in the number of house fires last month.”
“This makes it even more important than ever to connect with our broad target audience at the most relevant times to share some easy ways our communities can keep warm safely as temperatures plummet around the country.”
The creative was produced by Lumo’s creative service arm, Lumo Labs, for the five main markets and is the first time a dynamic creative has been delivered on a NZ DOOH network using programmatic technologies.
Lumo programmatic GM Jack Plowright said: “The campaign showcases the potential for dynamic programmatic DOOH in the market: By using these three inputs we’ve been able to demonstrate how platforms like Hivestack can deliver smarter investment for advertisers.
“The potential of targeted programmatic placements to make campaigns more impactful and tailored to audiences is significant, and we’re only just getting started.”
Hivestack ANZ MD Matt Bushby said: “The Hivestack ad server leverages the platform’s geo-temporal data to target custom audiences to purposefully activate DOOH screens based on audience concentration.
“With this level of precision, we can effectively ensure the right people see this campaign at the right time and do our bit to protect the safety of the general public here during winter.”
About Hivestack
Hivestack is the global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out of home (DOOH) advertising. Hivestack is headquartered in Montreal, and has global operations in Toronto, Tokyo, London, Spain, Germany, France, Italy, New York, Mexico City, Shanghai, Singapore, Sydney and Guadalajara.
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