MM Awards

Innocent launches DOOH campaign via MediaCom's 'world first' automated trading desk

Tyrone Stewart

Innocent Super Juice Smoothie drinks brand Innocent has become the first to utilise MediaCom’s ‘world first’ automated trading desk for digital out-of-home (DOOH) with the launch of a new product campaign.

Innocent’s DOOH campaign, which celebrates the launch of its new ‘Super Juice’, has gone live today (8 December) in London, Manchester and other key cities for a month.

“We’re chuffed to bits to be the first brand to take advantage of this new technology,” said Bara Hrdlickova, senior brand manager at Innocent. “We’ve always tried to talk to the right people in the most interesting, personal way that we can, and we can’t wait to see how this tool helps us do that for our new super juice campaign.”

MediaCom’s trading desk tool uses around 55m geolocation data points, supplied by mobile data specialists Mobsta, to reach target audiences in an efficient manner throughout the day. This data informs on the optimum time for an ad to be live across each screen – each having a unique schedule by data and by hour.

“We’re thrilled to be able to work with Innocent using our new trading desk tool which I believe is going to see much more effective advertising across the DOOH space,” said Arran Javed, head of OOH trading at MediaCom. “We’re now able to offer brands such as Innocent more accurate advertising within a broadcast medium, and we’re fully taking advantage of the DOOH market place, which has grown exponentially over recent years.

“With this we are heading toward being able to deliver attribution and insights based on highly-targeted data, and this data-led buying leads to more data points we can learn from to inform future campaigns ensuring we are able to reach the relevant person at the right time.”