WITH THE CAMPAIGN FOR THE NEW LEMAN EXPRESS, OUT OF HOME MEDIA SA, JADUDA AND NEO ADVERTISING REVOLUTIONISE MEDIA PLANNING BY LAUNCHING THE FIRST PROGRAMMATIC DOOHCAMPAIGN IN SWITZERLAND.
Geneva – 19 December 2019 | A major advertising campaign has been running since Monday 16 December 2019, the official start-up day of the Leman Express, to draw the attention of commuters from the greater Geneva and Vaud area to the extended network of Geneva’s urban railway. It will be broadcast on all 532 Neo Advertising screens in the shopping centres and Coop Pronto points of sale in the cantons of Geneva and Vaud, as well as at Geneva airport. With a potential of more than 600,000 contacts per day, this DOOH campaign achieves a high advertising impact and reaches the broad population. The great added value – and a real first on the Swiss market – of this programmatic campaign is that a contextualised and personalised advertising message is automatically triggered at the right time to the right person and in the right place. Specifically, the Out of Home Media agency defines and activates the targeting criteria on Jaduda’s Splicky DSP platform, which then uses the Broadsign Reach SSP to check and play out the relevance and availability of Neo Advertising’s DOOH inventory in real time. These new technological capabilities offer many additional benefits and make out-of-home media even more attractive for the year ahead. “This very nice campaign for our client tpg (Transports publics genevois), which covers the entire greater Geneva area, was realised by the agency Parenti Design. Programmatic DOOH offers a decisive advantage for optimising our targeting and contact quality. The correlation between our advertising messages and this new way of distribution makes this campaign a real success,” says Gérald Le Meur, Director of Out of Home Media SA in Western Switzerland.
Sven Ruppert, CEO Jaduda: “We are very happy to be part of the first Swiss Programmatic DOOH campaign. Programmatic has already established itself as an integral part of the marketing keyboard of outdoor advertisers in various countries and we expect this development to continue in Switzerland in the coming months and years.”
“It is great that we were able to realise this campaign for the commissioning of the Leman Express. We are very proud to prove to the Swiss advertising market that forward-looking measures are also being driven forward in French-speaking Switzerland and that we have worked closely with our colleagues at Jaduda within the Goldbach Group to achieve this. Programmatic buying is a revolution in the development of DOOH campaigns and will be one of our strategic priorities for 2020,” says Florian Maas, COO of Neo Advertising.