This campaign used the power of dynamic programmatic to creatively share the latest news and headlines straight to the public.

Using Kinetic’s global digital programmatic OOH tool platform ‘Sightline’, the campaign targeted key audiences at the most relevant moments in reaction to the biggest breaking news stories.

In conjunction with our dynamic creative, Times Radio were able to programmatically activate campaigns on digital 48 sheets in key cities across the UK – going live within a matter of hours of the news breaking alongside updating the creative dynamically as the story progressed.

This marks a huge advancement from classic OOH lead times. The really powerful part of partnering dynamic with programmatic is that it makes the campaign a lot more reactive. Dynamic is normally based on a campaign that is already booked weeks or months in advance whereas this campaign allowed us to get the dynamic file on the screen as news was breaking via the programmatic booking – with room for instant change if needed once live..