Posterscope rolls out Australian first digital Out-of-Home campaign for Census using Liveposter
The Out-of-Home promotion of this year’s Australian Census will be more tailored than ever, thanks to a campaign delivered by Liveposter, a proprietary digital Out-of-Home technology owned and delivered by Posterscope Australia.
After announcing the full acquisition of Liveposter globally in May 2016, the Census campaign represents one of Australia’s first executions using the technology by Posterscope.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners systems.
Working in conjunction with Dentsu Aegis Network sister agencies Dentsu Mitchell (media) and BWM Dentsu (creative) the Posterscope campaign will feature on 2,350 screens across 11 formats with 7 different media owners. The campaign uses many of Liver Poster’s functionalities including geo-targeting localised to over 600 suburbs, a time countdown to Census night in real time, and user generated content aggregated from social media (#myCensus) to showcase real Australian Census moments.
The number of screens and networks used in this campaign is bigger than any previous campaign that Liveposter have delivered anywhere in the world to date.
Joe Copley, Managing Director of Posterscope Australia said, “With Liveposter, we now have the ability to change messages at scale in real-time – which was the perfect technology for us to apply to promote Australia’s first digital Census.”
“The Census campaign harnesses digital Out-of-Home to communicate in real-time, using the dynamic and contextual relevance for those locations at that moment in time. There are no other solutions in market currently that can deliver the same output at scale and we are very excited about the results we have been able to deliver for promoting the Census.”
With digital Out-of-Home expected to account for a 50% share of the Australian Out-of-Home market by the end of 2017, Posterscope expects to see more Dentsu Aegis Network clients utilising the Liveposter technology in the near future to fully exploit the opportunities of digital Out-of-Home.