Shop Direct Uses 'Passion Data' for Very’s Black Friday OOH Campaign

Shop Direct, the UK’s largest integrated digital retailer and financial services provider, has launched a targeted, dynamic, digital out-of-home (DOOH) advertising campaign as part of Very.co.uk’s Black Friday promotion using unique 'passion data' to identify and locate customers based on their interest in technology.

Devised by Vizeum and Posterscope, the out-of-home and location marketing specialists, the campaign marks the beginning of an exclusive partnership between Posterscope and Starcount, the customer data and insight analytics consultancy.

In a DOOH first, Posterscope has used Starcount’s unique 'passion data', derived from analysis of social data and other data sources, to serve the campaign to areas where customers will be most interested in Very’s Black Friday technology offers.

The campaign creative is also dynamic and uses Very’s own sales and browsing data to trigger different products ads and reveal stock availability in real-time to inspire and encourage purchase.

The nationwide campaign will appear on Adshel Live, D48s, Mall D6s and Storm: Navigate until 1st December. Creative is by AMV.

Andrew Roscoe, head of brand at Shop Direct, said: “We have always invested in out-of-home for Very because it gives us a shop window on the high street during the busiest sales period of the year. We continue to push the boundaries in the medium by being the first advertiser to team up with Posterscope and Starcount to target customers based on their passion for tech. Now we can reach the audiences most likely to be interested in our Black Friday technology offers and further maximise and measure our investment.”

Brad Gilbert, business director at Posterscope, commented: “This campaign marks another step forward in our ability to use digital out-of-home to identify and serve specific audiences with relevant advertising, in the right place and at the right time. Combine this with the use of dynamic creative drawing on real-time shopping data and we can start to drive real demand for individual products among already interested customers.”

Rowena Humby at Starcount continued: "Starcount is working with Posterscope to bring a new dimension to out-of-home planning. What makes this relationship successful is that Posterscope is focused on understanding the benefits of using data to drive more effective results and delivering value for its clients."