Transport for London (TfL) has launched a dynamic programmatic Out-of-Home campaign, which encourages people to tap into the wonderful world of off-peak travel using context-specific recommendations of what to do and see in the capital.

The campaign is the first of its kind to utilise the VIOOH platform, serving viewed impressions every hour across JCDecaux UK’s Roadside, Rail, Mall and Tesco D6 channels in London. The optimised sites will display dynamic copy, which will adapt automatically according to the day of the week, time of day, location and weather. These ads aim to inspire people to visit different areas of London, with content derived from the current TfL partnership with Time Out.

The Wonderful World of Off-Peak campaign, which was created and developed in collaboration with Wavemaker and VCCP, will be featured in areas of London with a high concentration of drivers. In doing so, the optimised campaign will encourage people to switch to more sustainable modes of transport, such as walking, cycling and public transport and take advantage of the delights that the capital has to offer during the summertime.
 
“We are excited to be launching our first programmatic Digital-Out-of-Home campaign to get more people using sustainable modes of transport and exploring the capital. This technology enables us to tailor our campaign to specific audiences with bespoke copy at the right time, making it more impactful. I hope many people are inspired by our off-peak fares campaign to try something new and see what London has to offer. Miranda Leedham, Head of Customer Marketing and Behaviour Change at TfL
Programmatic Digital-Out-of-Home enables brands to reach audiences efficiently and effectively across the capital. This campaign brilliantly integrates the flexibility of programmatic display with the reach and dynamic messaging capabilities of Digital Out-of-Home. Gavin Laisby, Client Partner from Wavemaker
As a longstanding partner of Transport for London, we are delighted to work with them on their first programmatic Digital Out-of-Home campaign through the VIOOH platform. Not only does programmatic Digital Out-of-Home provide TfL with the flexibility to deliver tactical and contextual messaging, but it allows all content to be optimised against specific data parameters to ensure the very best audiences are reached. Mark Bucknell, Chief Commercial Officer of JCDecaux UK