Sunday World's Pioneering Programmatic OOH Triumph

In a groundbreaking move, Sunday World, owned by Mediahuis, has emerged as the trailblazer in the Out of Home (OOH) advertising industry, partnering with Talon and Havas Media to launch a first-of-its-kind large format programmatic OOH campaign.

This revolutionary campaign, a first for the OOH sector, is further bolstered by a strategically placed brand awareness piece designed to enhance visibility at the point of purchase. The 8-week campaign, which commenced last week, incorporates a programmatic element that dynamically activates on Saturdays and Sundays.

Eoin Carroll, Senior Client Manager and PROOH lead at Talon, expresses excitement about the campaign, stating, “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.”

He highlights the collaboration with Havas Media, emphasizing how it successfully amplifies Sunday World's message, leaving a lasting impression and driving engagement. Carroll envisions the future of PROOH as a symphony of data-driven precision, delivering contextually relevant messages at the right time and place.

Lee Martin, Head of Marketing at Mediahuis Ireland, shares his enthusiasm for this All-Ireland media first, stating, “Having programmatic pull the brand campaign through to Sunday sales activation will significantly increase the efficiency of our media spend.”

The 'Your Daily Dose of What’s Going On' campaign, designed to encourage consumers to consider the news brand seven days a week, is a crucial component of Sunday World's strategy. Martin emphasizes the importance of the Sunday newspaper and acknowledges the campaign's potential impact on media efficiency.

Havas Media's Account Manager, Kerrie Patten, and Programmatic Specialist, Cian McCarthy, shed light on the campaign's planning process. Patten explains, “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.”

McCarthy adds, “Leveraging programmatic tools empowered us to precisely target expansive formats and afforded us the flexibility to zero in on point-of-purchase formats during the weekends.” He praises the collaboration with Talon, highlighting the activation of the innovative, high-impact DOOH format in-house through their self-serve DSP.

In conclusion, this campaign not only marks a milestone for Sunday World but also signals a promising future for the growing programmatic OOH industry within Ireland. Real-time data and insights are driving this evolution, uplifting OOH campaigns to new heights. Sunday World's strategic approach and collaboration with industry leaders pave the way for a dynamic and impactful future in programmatic OOH advertising.

 

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