Out-of-home (OOH) specialist Kinetic last week partnered with Times Radio to launch a data-driven campaign centred on the no-confidence vote for UK Prime Minister Boris Johnson.
Times Radio uses Kinetic’s ‘Sightline’ OOH platform to target audiences interested in news and current affairs with messages that react to the biggest breaking news stories.
Alongside DOOH.com and mSix&Partners, the broadcaster is able to programmatically activate campaigns on digital sheets in key UK cities, live within eight hours of the news event.
The partnership has run many campaign bursts over the past few months, with the most recent featuring the Prime Minister’s confidence vote seeing ads go live the same day.
Previous campaigns have covered the breaking of Sue Gray’s report over the UK Government’s ‘Partygate’ row, and ads relating to local elections at the start of last month.
Alys Donnelly, Head of Programmatic, Kinetic said: “It’s great to be able to show the true extent of OOH’s abilities for a brand that absolutely relies on demonstrating its ability to keep on top of consumer interest and breaking news.”
“Reactive to the news agenda”
Kinetic used programmatic OOH and dynamic creative to enable Times Radio to start the conversation and get in front of audiences at the moment news brokes over the airwaves.
The creative, designed to respond to real-world events allowed Times Radio to demonstrate that it was on the front foot of debate and analysis, but the team also helped the broadcaster navigate regulation and legislation in terms of output.
Louise Agran, Marketing Director for Times Radio said: “To show people that Times Radio is the live news station from The Times, we were looking for ways to be reactive to the news agenda. We were delighted to find this solution which allows us to be creative, responsible and flexible.”