The multi-channel digital media plan encompasses digital display banners, mobile, online video, social media and digital Out-of-Home (OOH).
Antony Peart, director of brand and communications at Hoover Candy, commented: “Using programmatic across outdoor advertising is something we’re really keen to be involved with.
“It’s an innovative and ground-breaking method of advertising. We really hope it showcases Hoover’s creative approach to everything that we do and our ability to react to change and demonstrate this understanding to our own customers.”
The initial campaign was launched in September, and this is being followed by the introduction of Programmatic OOH in October.
This element of the campaign, planned and activated by Manchester-based Regital and delivered through platform partner MiQ, this element of the campaign will utilise dynamic weather sync tech to deliver bespoke copy during rainy conditions.
Ben Wilkins, managing director of Regital, said: “We’re delighted to be involved in such an innovative campaign. We always try and take an agnostic view of the marketplace.
“This means campaigns aren’t limited by legacy technology and our agility is never compromised, allowing us to take part in market firsts like this with Hoover.”