CBS Outdoor Ireland has launched a flexible rate card for their premium digital network. Traditional out of home (OOH) poster sites are currently sold in two week cycles. The new CBS rate card, called You Choose, is being introduced to capitalise on the inherent flexibility of digital OOH. YouChoose allows advertisers to select dates and package sizes within the traditional two-week cycle to maximise audience reach.
While the traditional fortnightly cycle will still be available, advertisers and media planners will now be able to target consumers with messages on specific days. For instance, an advertiser who wants to support a product launch will be able to up-weight their campaigns or target consumers during a sale. CBS has developed a desktop digital planning tool which allows agencies to see the options in the digital malls.
CBO Outdoor operates and manages a digital network in Dundrum Town Centre, Swords Pavilions and the Square Tallaght. The combined weekly footfall of these three malls is 785,000. The Digital Effect, a collaborative research study on the behaviours and attitudes of audiences in the digital malls undertaken by CBS and PML, showed that 1.6 million Irish people had visited Dundrum Town Centre in the previous year.
Colin Leahy, managing director, CBS Outdoor Ireland, said their digital network is now well established in Irish media. The contractor recently hosted an interactive game for AIB where shoppers in Dundrum Town Centre could check their “tech-age” on the dPods, tieing in with the bank’s new interactive store, known as The Lab.
Other CBS interactive campaigns include the Liberty Insurance touchscreen campaign and the Lucozade Revive dPods broadcasting showbiz updates from Mail Online Ireland every two hours.
