As a National Account Manager here at S3, I’m always looking for fresh, innovative ways to implement programmatic advertising into a client’s campaign.
In a nutshell, programmatic advertising is the algorithmic purchase and sale of ad space in real time. Using creative that is reactive, programmatic allows brands to tailor specific messages to the right person, at the right time and in the right context.
When I first saw this British Airways ad, I knew that the bar for fresh, innovative programmatic had been moved sky high. Literally.
To this very day, it still blows my mind when I think about how they executed this. It’s programmatic perfection and, as such, hardly surprising that BA’s Look Up campaign was 2013’s most talked about piece of airline advertising. Using a bespoke ADSB antenna that could read every aircraft’s transponder data within 200km, the ads displayed real flight data comprising the flight number and where the plane was flying from.
From a creative perspective, using the naïve curiosity of children on the billboards simply adds to the attention-grabbing nature of the ad.
Increased traffic to BA.com by 75,000+ visits within the first few weeks, with over 1 million YouTube views and a global reach of over 350 million. Proof, if ever needed, that programmatic is incredibly effective in reaching and engaging audiences.
Proof, in fact, that you need to get in touch with S3 immediately by clicking HERE, so we can discuss the programmatic possibilities for your next campaign.