Renowned sportswear manufacturer Puma has taken a new and promising approach to advertising.
Geo-targeted out-of-home (OOH) advertising allows you to serve different ads based on micro-geographic targeting and variables such as driver routes, surrounding traffic, and local demographics. An advertising screen is installed on the vehicle and the ads on it change depending on where the vehicle is currently located. So, near the airport they will be alone, and near the sights they will be completely different. The location of the car also affects not only the topic of ads, but also the frequency of their updates.
Unlike a stationary billboard, this approach gives you a better chance of getting your ad seen by interested people, even if it doesn't provide the full individuality that is possible with online advertising. But, in any case, this approach is much more effective than just random display of ads on moving vehicles.
Puma advertises a new flagship store on Fifth Avenue. Recently, the company's marketers began to gradually replace quantity with quality. Under this approach, the company will run fewer ads, but strive to make them perform better. The new advertising campaign is managed by Havas Media Group and was developed in collaboration with the Whisk agency. Advertisements are displayed on screens owned by the Firefly network.
Wherein Puma is not the first major brand to decide to test a new advertising technology. It has already been tested in action by brands such as Pepsi and Delta Air Lines (the latter did this in conjunction with Equinox Fitness). In general, the market is seeing a rapid increase in interest in OOH. The volume of such advertising in 2018 increased by 4.4% compared to the previous year, according to the March report of the Out of Home Advertising Association of America.