MediaScience First in the World To Enter Programmatic Highway Advertising
Digital marketing agency MediaScience is starting an outdoor campaign through programmatic buying. This makes the marketing agency the first in the world to buy highway advertising through programmatic. Collaborating on this unique campaign are radio company Sky Radio, outdoor advertising exploiter OOHA Media, and technology companies My Adbooker and Platform 161.
The outdoor screen that will be used for programmatic buying is located on the A1 highway near Hoevelaken. The types of advertising will vary and depend on whether there are traffic jams or not. Real time data from Rijkswaterstaat and information about the speed of vehicles near the screen will be used to determine traffic conditions. The screen near Hoevelaken will be the first highway advertising screen worldwide that utilizes big data to play into its direct environment.
Jurjen van Vliet, OOHA Media: “By offering our advertising supply through programmatic buying, advertisers can be much more specific about the time of day they’re advertising and play into rush hour and traffic jams. On top of that we can show real time data about the amount of people passing by, which makes it clear that the advertiser can really maximize his visibility according to set communication goals and adjust whenever necessary. Genius in digital, I’d say!”
Dennis Kuzee, Marketing Manager Sky Radio: “With our live playlist display on digital screens we have shown previously that we’re always looking to innovate. I’m happy that with this next step we’ll be the first radio station to be able to adjust marketing to traffic conditions. It’s hard to get more relevant than that for the potential Sky Radio listener in the car.”
Sebastian op het Veld, MyAdbooker: "By using technique and data, the online benefits, advertisers are able to connect with a relevant audience in the ‘real’ world. Online and offline are literally connected in this campaign."
Marco Kloots, Platform161: "We are happy to see the programmatic trend for Digital Out Of Home sets in, more and more advertisers see the benefit of this innovation. We expect a big increase in programmatic highway advertising in 2015 and Sky Radio joining this initiative is prove of this increase."
René Zeedijk, Managing Partner MediaScience: “The importance of programmatic buying in the online market is increasing rapidly. The usage of programmatic in outdoor campaigns was only a matter of times, and we’re very proud to be the first agency to start such a campaign. As a specialist in programmatic buying we follow innovations closely. We’re looking forward to seeing the results of the campaign, which we’ll most certainly share with our relationships and the market.”
About MediaScience
MediaScience is an innovative, creative digital marketing agency that specializes in programmatic buying. The agency was founded in 2011 by Boudewijn van Ewijk, René Zeedijk en Simon Aurik, all experienced in dealing with national as well international big brands, firms and publishers. By using a smart combination of data, media, creation and the newest technology, MediaScience is able to reach audiences in a very targeted way. With its own product label Vision, MediaScience offers full transparency and real time insight in online marketing. MediaScience has grown to be a leading digital agency, with campaigns in Europe as well as Asia and the US. Aside from the headquarters in Amsterdam, MediaScience has also opened an office in Belgium.