IG, the UK-based financial trading company, has launched a digital Out of Home (DOOH) branding channel to bring breaking news to commuters in the city. A DOOH media first for the financial sector, this long-term initiative is booked to run on JCDecaux’s Motion@TheCity network until 27th April 2020 inclusive.
Produced by Grand Visual, IG’s financial news channel will stream breaking news stories and images from the company’s website alongside branding pieces to large-format screens in the heart of the city’s financial district including Fenchurch Street, Liverpool Street, Cannon Street, London Blackfriars, and City Thameslink.
The targeted DOOH activity was planned and booked by JAA Media and Talon and supports a broader OOH campaign including ECN’s workplace network. Campaign management and dynamic delivery is handled via OpenLoop, the Dynamic Creative Optimisation platform from ad tech specialist QDOT. The OOH drive is part of a wider campaign planned and booked by JAA Media.
Elaine Bramall, UK senior marketing manager at IG, said: “DOOH is the perfect channel for IG to bring targeted news to the heart of London’s financial district. Dynamic updates keep content fresh and engaging so it remains relevant throughout the campaign duration.”
Ric Albert, creative director at Grand Visual, said: “DOOH is the perfect medium for IG to deliver up-to-date news and insight direct to commuters in London’s financial district. The DOOH activity is intelligent, dynamic, and seamlessly integrated with the broader campaign.”
James Sibree, account director, JAA Media, said: “This campaign is the result of a close collaborative team of agencies and the outcome is a fully integrated digital Out of Home campaign that emulates the content and display partnerships IG have across key press titles in a campaign that reaches audiences at home, at work, and on the go.”