impressions
300
K+
Summary
GlaxoSmithKline‘s Otrinatura, represented by Publicis, wanted to increase its brand awareness using a cross-channel approach of digital out-of-home (DOOH) and mobile. By using Verve DSP’s algorithm, the team targeted audiences across channels in real time with weather-based creatives.
Objective
Otrinatura, represented by Publicis, wanted to increase its brand awareness using a cross-channel approach of DOOH and mobile.
Solution
- Played on consumer needs using Verve DSP’s (formerly known as Platform161) algorithm to determine the right weather-based DOOH creative using real-time weather conditions.
- DOOH creatives informed consumers about upcoming weather changes, such as a sharp drop in temperature, and used appropriate creatives to encourage sales.
- Ads were run on DOOH screens situated near pharmacies at six key shopping malls across
Ankara and Istanbul with a high percentage of pharmacy visitors. - DOOH-exposed audiences were retargeted via push notifications on mobile using audience data.
