Top job site Indeed.co.uk launched a data-driven dynamic digital out of home campaign last week that will run over the course of two weeks on London cross-track projection (XTP) sites.
Utilising the powerful capabilities of Grand Visual’s dynamic DOOH campaign management tool, OpenLoop, the activation combines real-time job searches from the Indeed.co.uk website with geolocation to present commuters with job search information tailored to their viewing location.
Real-time job searches are passed into OpenLoop and filtered for suitable terms before being combined with location information. The system identifies the longitude and latitude of the job search location (e.g. South East London), then targets an appropriate XTP screen on which to display the information.
Evening rush hour commuters are presented with creative that shows the wide range of jobs that are being searched for in their specific location at that particular moment.
Tim Last, Grand Visual’s Products & Services Director, described the activation as “a clever example of using real-time data from genuine searches to power an engaging dynamic campaign that has real relevance for users”.
The campaign was conceived and planned by Mullen, with media booked by MediaCom, and digital production and campaign management by Grand Visual.