Bitposter Automates OOH Media Buying with Essence and the FT

LONDON, 10th JANUARY 2017 – Bitposter, the automated platform for OOH Media, today has announced its first campaign with Essence, a global digital agency.

The campaign, for the Financial Times, focusses on how ‘2016 changed the world’. It then encourages people to ‘Prepare for the new year with insight you can act on from the Financial Times’.

It marks the first time a campaign of this type has been traded via an automated platform, where the campaign uses flight data to update passengers with relevant news from the FT as they arrive at their destination.

The OOH element leveraged the Bitposter platform to deliver a campaign that involved Essence using targeted sites in London’s Canary Wharf and Heathrow Terminal 5 through JCDecaux, as well as inventory across the London Underground network through Exterion.

Will Frappell, Head of Partnerships and Emerging Media at Essence, said:

“Our partnership with Bitposter allows us to consolidate all of our DOOH buying under one platform, while maintaining our transparent trading model. This way, we can increase the sophistication of both the planning and measurement elements of our clients’ campaigns.”

Craig Mytton, Chief Revenue Office at Bitposter, said:

“Essence is a market leading agency who are happy to embrace new technology and new market opportunities. We’re very pleased to be working with them on this campaign which genuinely is a world first. The Bitposter platform helps to bring buyers and sellers of OOH media closer together and we’re hopeful that this campaign will mark the start of digital agencies moving into the OOH media space”.

About Essence

Essence is a global digital agency that blends data science, objective media and captivating experiences to build valuable connections between brands and consumers. Clients include Google, HP Inc., Tesco Mobile and the Financial Times. The agency is more than 600 people strong, manages over $950MM in media spend and deploys campaigns in 71 markets via offices in Chicago, Delhi, London, New York, San Francisco, Seattle, Shanghai, Singapore, Sydney and Tokyo. Part of GroupM, Essence is majority owned by WPP, the world’s leading communications services group.

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