Santander International is the first advertiser to take advantage of the innovative new partnership between the Financial Times and Outdoor Plus, which will see Outdoor Plus split its screens to run live news headlines and images from the Financial Times on one-third of the screen, whilst simultaneously running advertising from Santander. The partnership enables both Santander and the FT to reach key City audiences with high-quality content, pulled live from the FT website, delivered in real-time.
The campaign, planned by Posterscope and Carat UK, is scheduled to appear on six of Outdoor Plus’s premium iconic digital screens located on key routes around the City of London, including the City of London Gateway, Canary Wharf Curve, the CEO’s Choice Euston, Vauxhall and the Eye at Holborn. The campaign will run across a six-week period, and will appear during the morning commuting hours with the aim of reaching the elusive c-suite audience.
The Financial Times news headline & image will change across the 4-hour commuter period as the content is pulled live from the FT’s website. This media first is a great example of how collaboration between brands can result in a truly innovative, informative and useful DOOH campaign.
Grant Branfoot, sales director at Outdoor Plus, said: “Both Santander and the FT understand the value of iconic DOOH to reach their core consumers. This moves the conversation on from real time marketing to right time marketing. Bringing three brands together like this to deliver of the moment communication highlights the full potential of digital OOH, bringing relevant news to City commuters when they want it most.”
About Outdoor Plus:
Outdoor Plus is an independent, British company now well established as a market leader in the premium Out-of-Home [OOH] sector with a 30% share of iconic roadside Digital OOH. Outdoor Plus’s state-of-the art digital screens are located in some of the most iconic locations in & around London and deliver an audience of over 25 million people per fortnight. Every site is hand selected, concentrating on areas of media scarcity, to deliver the very best iconic digital out of home advertising in London.
Outdoor Plus’s iconic digital portfolio currently comprises 18 screens across 22 landmark London locations, including Euston Underpass, Vauxhall Cross Island, Cheyne Walk, City of London Gateway and the Eye Holborn. In October 2016 Outdoor Plus will launch the sectors most exciting brand new site development of the last 5 years, “The One” on Hyde Park Corner. “The One” will be located at either end of the Piccadilly Underpass in Knightsbridge and promises to be a spectacular and exclusive addition to the London digital landscape, delivering a highly exclusive and sought after global audience. The addition of TfL’s London Landscape will bring Outdoor Plus’s premium iconic digital portfolio to a total of 39 screens across 28 landmark London locations. Outdoor Plus’s ambition is to continue to offer advertisers the very best in Digital Out of Home linking smart technology, data and creativity to provide brands with the most valuable public communications network in London.
Helen Weisinger, Chief Client Officer or Suzanne Hodgins, Marketing Director
Posterscope is the world’s leading Out-of-Home communications agency and location expert. It knows more about what people think, feel and do out of home. Posterscope translates this understanding into compelling, creative and quantifiable Out-of-Home solutions through its investment in data, technology and people, which make a meaningful difference to clients’ businesses.
Posterscope’s billings are in excess of $3 billion and it has over 1,000 people in 57 offices located in 34 countries worldwide.
About the Financial Times:
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation in excess of 800,000. Mobile is an increasingly important channel for the FT, driving more than half of total traffic.