Financial Times and Santander 'unlock the full potential of DOOH'

Santander International is the first advertiser to take advantage of the innovative new partnership between the Financial Times and Outdoor Plus, which sees Outdoor Plus split its screens to run live news headlines and images from the Financial Times on one-third of the screen, whilst  simultaneously running advertising from Santander.  The partnership enables both Santander and the FT to reach key City audiences with high-quality content, pulled live from the FT website, delivered in real-time.
The campaign, planned by Posterscope and Carat UK, is scheduled to appear on six of Outdoor Plus’s premium iconic digital screens located on key routes around the City of London, including the City of London Gateway, Canary Wharf Curve, the CEO’s Choice Euston, Vauxhall and the Eye at Holborn.  The campaign will run across a six-week period, and will appear during the morning commuting hours with the aim of reaching the elusive c-suite audience.
The Financial Times news headline & image will change across the 4-hour commuter period as the content is pulled live from the FT’s website. This media first is a great example of how collaboration between brands can result in a truly innovative, informative and useful DOOH campaign.
Grant Branfoot, sales director at Outdoor Plus, said: “Both Santander and the FT understand the value of iconic DOOH to reach their core consumers. This moves the conversation on from real time marketing to right time marketing.  Bringing three brands together like this to deliver of the moment communication highlights the full potential of digital OOH, bringing relevant news to City commuters when they want it most.”