AUCKLAND, Wednesday: To launch Lotto NZ’s refreshed Powerball platform, PHD and DDB partnered with Lumo to deliver a DOOH campaign that utilises programmatic buying and dynamic creative optimisation (DCO).
“This,” says Lumo Labs head of digital design Jamie Snow, “is the first time this has been achieved on the digital billboard network.
“The dynamic creative build presented a suitable solution for Lotto NZ – removing the need to recreate a suite of new specs and to schedule these each week.
“As the Powerball jackpot grows, the DOOH creative updates automatically, saving the need for 3800 different pre built creatives to deliver any possible jackpot amount on Lumo’s network.
“In the past we have had to limit our buy to standard screen sizes due to the sheer volume of possible jackpot variations.”
“Lumo Labs worked closely with DDB and Lotto NZ to build dynamic HTML creative that applies a live feed to update the upcoming draw’s prize amount, and when the draw is taking place on Saturday.”
PHD activated the buy via programmatic DOOH DSP Hivestack, which has allowed them to target a wider pool of large format DOOH inventory, extending the reach to 47 Lumo screens across the five main mets.
PHD Media associate business director said: “In the past we have had to limit our buy to standard screen sizes due to the sheer volume of possible jackpot variations.
“Through this partnership with Lumo we have access to a wider pool of inventory, extending our reach and allowing us to be more flexible with our messaging.”
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