Kinetic partnered with Times Radio to create a campaign driven by data to target people with an interest in news and current affairs. By using Kinetic’s global programmatic OOH platform ‘Sightline’, users are able to see the biggest breaking news stories as they happen.
Working in conjunction with DOOH.com and mSix&Partners, Times Radio can generate campaigns on digital 48 sheets in a number of cities across the UK, with news going live within 8 hours of it taking place.
The company has run a number of campaigns in the last few months, one recent example being the vote of confidence in Prime Minister Boris Johnson. Other previous snippets include the engulfing ‘Partygate’ scandal and the local May elections.
Alys Donnelly, head of programmatic, at Kinetic says: “It’s great to be able to show the true extent of OOH’s abilities for a brand that absolutely relies on demonstrating its ability to keep on top of consumer interest and breaking news.”
To show people that Times Radio is the live news station from The Times, we were looking for ways to be reactive to the news agenda. We were delighted to find this solution which allows us to be creative, responsible, and flexible.”
Kinetic utilised programmatic OOH and dynamic creative to allow Times Radio to spark the debate and be the provider for key audiences when breaking news that needs reporting.
By approaching these campaigns with a creative response, Times Radio are able to demonstrate that it’s at the core of debate and analysis of informative news coverage. The experts at Kinetic were also able to assist with Times Radio and their ethical reporting and regulations, this included alcoholic drinks being present in the Partygate photographs, which could have been in violation of alcohol advertising regulations if left unnoticed.
Louise Agran, marketing director for Times Radio says: “To show people that Times Radio is the live news station from The Times, we were looking for ways to be reactive to the news agenda. We were delighted to find this solution which allows us to be creative, responsible, and flexible.”
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