Harvest Digital and the Sziget Festival blazed a new trail, delivering a fully programmatic digital out of home (DOOH) campaign on Jaduda’s Splicky DSP, crossing three national borders and delivering in seven major cities. Utilizing multiple integrated DOOH networks and SSP platforms, including Broadsign, Viooh from JCDecaux, PrimeSight UK, Orb & ECN. Channels targeted included digital outdoor spaces, restaurants, office buildings and shopping malls.
The Sziget campaign featured cross-channel mobile geofencing: consumers were served GPS-coordinated, rich-media video ads on their mobile devices within 60 meters of booked DOOH locations using Splicky’s mobile DSP capabilities.
Ian Unger, head of international sales at Splicky, said, “DOOH programmatic advertising is on the rise. With the help of Harvest Digital’s approach to ad-tech innovation, we have accomplished so much already. We managed to make several breakthroughs with this campaign, advertising internationally and across channels. We saw all the benefits of programmatic DOOH come to light, with real-time updates to creatives as artists were announced, efficiency in adding additional markets that can go live in less than an hour and the combination with mobile, targeting consumers exactly where they are.”
Statement Harvest Digital/Sziget
Ákos Filep Remetei, head of sales, said, “This was the first time we ran DOOH. The opportunity, presented to us by Harvest, to deliver programmatically digital out of home across the U.K., Ireland and France was an opportunity we were keen to trial. With a fantastic lineup to this year’s festival, being able to display this message in key cities supported by mobile activity, remarketing users who were within 60 meters of a DOOH location, was a smart approach. Moving forward, it is a channel we will be considering within our media mix.”
Unger added, “We have proven that scale is possible with programmatic DOOH. We are very proud to have two absolute first movers and innovators as customers with Harvest Digital and Sziget and most certainly could not have done this without them.”