Sky News Brings Election Discourse to DOOH
Sky News is to bring election discourse to UK digital out of home screens ahead of this week’s general election. Rapport has worked alongside Sky and Grand Visual to measure social activity on Twitter with up-to-the-minute information to be displayed across national roadside digital 6 sheets, including mall and National Rail sites.
Alasdair Weddell, Media Planning Controller at Sky, told us “Sky News coverage of the General Election is about being up-to-the-minute, relevant and accessible across multiple platforms. This dynamic digital outdoor solution enables us to be first for breaking election updates even when our consumers are out and about.”
The digital out-of-home special, which goes live on Wednesday 6th May, will demonstrate how Sky News will be at the heart of the inspiring election conversation. A system has been built that pulls in data from social media analytics company, Vigiglobe, a partner that Sky has collaborated with for the Sky News app, to measure the latest stats in the election build up.
Craig Barber, Head of Innovation and Emerging Media at Rapport, said “It’s yet another exemplary campaign from Sky who are harnessing the power of digital out-of-home. Sky News is able to visually represent the election conversations taking place across the UK, showcasing how Sky News is at the heart of election campaigning. Digital out-of-home is one of the few mediums that is able to support this up to the minute data on a national scale.“
OpenLoop will be used to manage live data reflecting the performance of the 5 main political parties on Twitter. On screen the dynamic creative will adapt every hour, according to social media sentiment, to keep the public informed as the election progresses. Vigiglobe, will analyse all relevant tweets based on which party has had the most positive tweets and which party has been tweeted about the most over the previous hour and feed that data via API into OpenLoop.
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