OMD Turkey targeted audiences on screens in real-time for HP’s Sprocket campaign using Blesh micro location data and programmatic OOH provider Awarion, resulting in a first in OOH (Out-of-Home) marketing.

Using a demand-side platform, OMD Turkey’s Programmatic unit ran a highly targeted DOOH campaign for its global client, HP, running ads only when their target audiences were highly prevalent in two Istanbul malls.

Ran with programmatic OOH provider Awarion and Blesh, the campaign marketed HP’s Sprocket product at Kanyon and Zorlu Center malls only when students or travel enthusiasts were at a high concentration, on screens belonging to the DOOH network Core OOH, an Awarion connected publisher.

Using the same DSP, OMD was able to also run a hyperlocal mobile campaign that was activated in-sync with with their programmatic OOH buys.

OMD Turkey’s Digital Director Atakan Demirci stated that the exercise produced significant media savings for HP. Demirci said: “Through targeting third-party audience data, we produced more effective and efficient results.

“Our programmatic team selected the required audiences in the DSP and it was executed in an automated fashion, only when these audiences made up a significant portion of the population in the malls. By doing this we actually ran the campaign at 25% less cost compared to traditional OOH, with more effectiveness in execution in addition to efficiency.”

Awarion’s CEO Alp Ayhan stated that their connected DOOH inventory will see more data-driven campaigns in the future, adding: “I believe we’ve started a new era with the HP campaign. People spend a lot of time in malls and they see a lot of DOOH units there. It makes complete sense to run campaigns on those screens based on when your target audience is there, so we’ve been working hard to make this a reality for advertisers.

“Our integration with Blesh puts their rich audience data to advertisers’ use in a different realm and gives brands who might not have first-party geospatial data a way to use third-party audiences.

“It’s a great pleasure that agencies who use our partner DSP are coming up with mobile and cross-channel strategies, using our technology in creative and efficiency producing ways.”