Kinetic, the global leader in contextually connecting and activating audiences on the move, today announced a strategic partnership with ad2one to further integrate Out-of-Home and mobile campaigns in Ireland. This partnership will enable clients to tie-in a mobile display campaign using ad2one's NEAR technology with an OOH campaign.
Coca-Cola was the first Kinetic client to take advantage of the strategic partnership. A main urban Out-of-Home campaign ran across transport, bus shelters, point-of-sale formats and digital OOH promoting a mini projector giveaway. All sites, as well as several young, urban hotspots were geo-fenced. When the target audience entered within a certain radius of the OOH sites or hotspots, they were served a mobile display ads once in-app, extending the campaigns reach.
“OOH and mobile are natural partners, leveraging consumer engagement. Coca-Cola is delighted to work with Kinetic, Mediacom and ad2one to extend the reach of our mini projector campaign. By geo-fencing our Outdoor sites and audience hotspots, it allows us to further connect with our target audience and bring exciting content in a relevant manner,” said Aoife Nagle, Senior Brand Manager at Coca-Cola.
“ad2one is delighted to be working with Kinetic in aligning OOH and mobile campaigns. Using the platform NEAR, the world’s largest location intelligence platform, enables us to leverage behavioural and app data with real time location data. Working with Kinetic and NEAR gives our clients a competitive edge by aligning their mobile and OOH campaigns, by using real time data to deliver highly targeted campaigns,” said Hugh Quigley at ad2one.
“As the global leader in activating audiences, aligning mobile and OOH is pertinent. OOH is the prime, the awareness piece, the brand building. A mobile element then complements OOH by bringing the conversation to ‘one to one’. By geo-fencing OOH assets, we can further increase reach and frequency and target specific audiences by demographics or location," said Simon Durham, Kinetic Ireland CEO.