A digital poster displaying the Virgin Trains Live Prices DOOH creative

Virgin Trains East Coast Network brought its ‘Bound For Glory’ campaign to Digital Out-of-Home with a dynamic campaign promoting live ticket prices. Live ticket prices were displayed for trains departing from Kings Cross to York, Leeds and Newcastle with the campaign displayed in key transport areas in over 270 sites across London.

Grand Visual’s OpenLoop platform has been integrated with Virgin Train’s API to pull through live prices which are then pushed out in real time across Digital Out-of-Home. The Digital Out-of-Home element of the campaign is supporting the national ‘Bound for Glory’ campaign that also features TV, press and digital media.

Jeremy Taylor, Strategy Director at Grand Visual said:

“It’s great to see a major brand like Virgin Trains embrace smarter messaging. This campaign is a great example of how Digital Out-of-Home offers a platform for brands to communicate with customers with relevant messaging, at scale.”

The campaign creative is displaying across JCDecaux, Exterion and Clear Channel networks for 28 days. Manning Gottlieb OMD is the media agency and Talon is the out of home media specialist.

Grand Visual New York, which opened its doors earlier this year, can announce that its Digital Out of Home campaign management dashboard, OpenLoop, is now interconnected with media owners accounting for around 80% of the DOOH inventory in the United States. Those media companies include; Adspace Networks, Inc., Branded Cities, Captivate Network, Outfront Media (formerly CBS Outdoor), Cemusa, Clear Channel Outdoor, Clear Channel Spectacolor, EYE Corp Media, Gas Station TV, Lamar Advertising, Titan and Zoom.

With connection to more than 40,000 screens owned by these media companies, advertisers using OpenLoop can reach 92% of US DMAs via 12,000 locations including high visibility pedestrian areas, roadside, retail, office, cinema, gas station and transit environments. A full-scale campaign can deliver as many as 1.4 billion impressions during a four week period.

OpenLoop is a platform that can maximise the use of the advancing DOOH technologies and innovation across any media owner’s portfolio. It was conceived to open the traditional Out of Home loop so that brands and agencies could actively manage content, feeds, and creative in real time during a live campaign.

Grand Visual launched OpenLoop in the UK in 2012. It is already integrated with all major UK DOOH networks and has been used extensively by UK creative and media agencies on campaigns for brands such as Google Outside, Audi Dashboard, Nike and the Huffington Post. Enabling the medium to play a key role in delivering responsive integrated campaigns has been a game changer for the UK market.

As advertisers increasingly adopt dynamic and/or interactive DOOH campaigns, OpenLoop can communicate intelligently across platforms with timely, relevant content. Whether it’s part of a regional, national or international campaign, creative changes can be done from one dashboard. OpenLoop enables campaign managers to create campaigns, manage users, upload a variety of formats including feeds such as Twitter, Instagram and RSS, and then publish the files to any media owner who is set up in the system.

Barry Frey, President and CEO at Digital Place Based Advertising Association (DPAA), said: “It’s great to see our members working alongside each other and we expect this new opportunity for clients and agencies to bring additional growth to the digital placed based advertising market.”

Stephen Freitas, Chief Marketing Officer Outdoor Advertising Association of America (OAAA), said: “Scale and flexibility are important because they give advertisers the ability to deliver nationwide campaigns across multiple out of home networks. Technology that reinforces out of home as an innovative and progressive medium is always a positive message.”

Ben Putland, Chief Operating Officer of Grand Visual in New York, said: “The process of integrating our software system with US media owners, has been under way since the start of the year. We have been delighted by the warm reception it’s had here and we’re confident that there are still further major media owners who will adopt it in the coming weeks.”

An infographic showing the  extent of the OpenLoop integration with US DOOH networks