Hoover unveils Out-of-Home programmatic advertising campaign

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Domestic appliance manufacturer Hoover has launched a landmark digital campaign, promoting its range of AI appliances, with a multi-channel digital media plan encompassing digital display banners, mobile, online video, social media (Facebook, Instagram & Pinterest) and digital OOH (Out-of-Home).

The initial aspects of the campaign, digital banners and videos, were launched in September and will be followed by introduction of Programmatic OOH. Due to launch in October 2018, it will see Hoover partner with AppNexus as their UK launch partner with VIOOH, a global automated planning and trading platform.

Planned and activated by Manchester-based Regital and delivered through platform partner MiQ, this element of the campaign will utilise dynamic weather sync tech to deliver bespoke copy during rainy conditions – a first for the UK market – and feature on a range of JC Decaux Out-of-Home screens and billboards.

Hoover Candy director of brand and communications Antony Peart commented: “Using programmatic across outdoor advertising is something we’re really keen to be involved with. It’s an innovative and ground-breaking method of advertising – something we hope turns heads and that’s in line with Hoover’s aim to be a leading force in innovation across all areas of our business, even when it comes to advertising.

“We really hope it showcases Hoover’s creative approach to everything that we do and our ability to react to change and demonstrate this understanding to our own customers and consumers.”

Regital managing director Ben Wilkins added: “We’re delighted to be involved in such an innovative campaign. We always try and take an agnostic view of the marketplace, meaning campaigns aren’t limited by legacy technology and our agility is never compromised, allowing us to take part in market firsts like this with Hoover.”

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