ADR WINS IAB PROGRAMMATIC AWARDS 2019 WITH THE USE OF DYNAMIC RADIO IN 'EVERYTHING REVOLVES AROUND' CAMPAIGN
In the 'Everything revolves around' campaign that ran at the end of 2018, everything revolved around the region. The own region was central to every news app. All media deployment is therefore, where possible, regionalized, which among other things resulted in city-specific social media advertisements and city-specific outdoor communications. With a dynamic radio commercial we were able to go one step further and based on geo-targeting we could determine where someone was and which radio commercial they were told.
If you were in Den Bosch then you got the message: We, we know exactly what is going on in Den Bosch with sender Brabants Dagblad, but if someone was in Alphen then we knew exactly what is happening in Alphen with the AD as sender. For example, we have targeted no fewer than 39 different places / regions and we have been able to reach consumers in the most relevant way with our message: 'Everything revolves around your region'.
