British Airways optimised the delivery of two creative variants to their two different target audiences.

British Airways wanted to promote London City Airport as an alternative London airport to their two core target audiences: Business Travellers and a Leisure Travellers.

A digital ooh poster creative was produced for each of the two target audiences. One creative had the copy and imagery skewed to a business audience, the other had the copy and imagery skewed to the leisure audience.

The Liveposter Dynamic Scheduling platform combines Route Data with an Optimisation Algorithm which is able to efficiently compare millions of locations and their hourly audiences to identify the optimum scheduling of content. This enabled BA to not only specify the proportion of impressions delivered to both Business and Leisure audiences but to also maximise the impressions delivered to each audience.