i-design’s UK-wide network of third-party ATM screens carries targeted advice as part of a cross-media campaign aimed at readying UK consumers for the digital switchover
Digital UK, the not for profit company leading the UK’s switchover to digital TV, has enhanced its advertising campaign with targeted messages on i-design’s leading self-service marketing platform atmAd. The region-specific campaigns will run alongside existing TV, press, outdoor and radio to raise local awareness of specific switchover dates, which vary from by region.
The atmAd network is carrying location and date-tailored adverts ahead of the switchover, which is taking place region by region until 2012. The inclusion of cash machines began with a targeted campaign to enhance the message reach in North Scotland where other media, including lamp post banners and local radio was also running. The effectiveness of atmAd within the schedule has lead to new activity being rolled out in the Mendip region where, over the next ten months, the campaign will reach a projected gross audience of 1.1 million.
Stephen Fuller of Digital UK commented: “We are keen to use innovative media that enhances the reach and message cut through of our campaign. In atmAd we have a digital platform that can be tailored and segmented to deliver our message one-to-one, at a local level.”
Ana Stewart, CEO i-design commented: “Organisations looking to educate consumers and raise brand awareness often struggle to find a means of attracting and holding attention for long enough to impart an in-depth message. Digital UK’s message is an important one, so it’s vital that those seeing it have the time to absorb the necessary information. atmAd is a well-established and effective platform for third party advertisers, and is perfectly suited for a campaign of this nature because it delivers a one-to-one impact over an extended dwell time of 40 seconds.”