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Shop Direct harnesses “passion data” in Black Friday OOH campaign


In a digital out of home first, Shop Direct is using “passion data” to target technology ads to specific postcodes.

Devised by Vizeum and Posterscope, the “passion data” is derived from Starcount’s analysis of social and other data sources. This works out where customers will be the most interested in Very’s Black Friday technology offers.

The campaign is also dynamic and uses Very’s sales and browsing data to trigger different product ads and reveal stock availability in real-time.

“We have always invested in out-of-home for Very because it gives us a shop window on the high street during the busiest sales period of the year,” explained Andrew Roscoe, Head of Brand at Shop Direct.

“We continue to push the boundaries in the medium by being the first advertiser to team up with Posterscope and Starcount to target customers based on their passion for tech.  Now we can reach the audiences most likely to be interested in our Black Friday technology offers and further maximise and measure our investment.”

Brad Gilbert, Business Director at Posterscope, added:

“This campaign marks another step forward in our ability to use digital out-of-home to identify and serve specific audiences with relevant advertising, in the right place and at the right time.  Combine this with the use of dynamic creative drawing on real-time shopping data and we can start to drive real demand for individual products among already interested customers.”

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