Optimising creative delivery dependent on both Audience and Weather.
Charlotte Tilbury wanted to take a dynamic approach to their outdoor advertising to support the launch of their Magic Skin Clinic product range, highlighting their skincare benefits to 5 different audiences. Their aim was to drive sales and excite customers about the new innovative product range. Premium digital out of home sites were booked in Key Cities throughout the country, large format digital in key retail locations such as Westfield, and LCDs were used to target commutersin select West End stations. As the products in the range are also suited to different types of weather, a trigger was used to inform the playout of each creative based on real-time weather as well as targeting the right audience at the right time.
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 Charlotte Tilbury to not only specify the proportion of impressions delivered to age range audiences of 20’s, 30’s, 40’s, 50’s and 60’s but to also maximise the impressions delivered to each audience too.