Geo-targeted Puma ads promoting NYC store stretch the concept of billboards
Published: August 9, 2019
Puma has launched an advertising campaign to promote the impending opening of its New York City flagship store that geo-targets video ads to screens on top of taxis and rideshare vehicles based on where they are.
Ad frequency depends on driver routes, traffic patterns and the vehicle’s proximity to heavily-populated areas like airports and tourist attractions, Retail Dive reported.
The out-of-home (OOH) campaign centers around the upcoming grand opening of the German sportswear company's three-story flagship store at 609 Fifth Avenue. The campaign will run through Sept. 5.
Ads are shown through screens on the Firefly network.
Out-of-home advertising has come a long way since Burma-Shave signs by the side of the road. In May, online platform Adomni launched what it called “the largest single national programmatic digital billboard campaign ever” to promote Kylie Jenner’s new skin care line.
The Kylie Skin campaign targeted more than 4,300 roadside digital billboards in the United States as well as more than 1,500 digital video screens in more than 200 shopping malls.
The ads reached audiences in 1,100 U.S. cities, including in Times Square and on Las Vegas Boulevard, per Adomni.
"It's always exciting to find new ways to connect with people and I loved the idea of being able to have my Kylie Skin campaign show up on billboards simultaneously across the whole country, to tie in with everything I was doing on social media to promote my skincare launch," Jenner said.
The campaign featured multiple pieces of creative artwork that were switched out throughout the day.
"Kylie's online and social following is truly remarkable. Our ability to reach large-format, high-profile digital screens in the real world showcased how perfectly the digital and physical channels work together," said Jonathan Gudai, CEO of Adomni.
The Puma campaign is managed by Havas Media Group with the Whisk Agency.
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