September 16th, 2019, London, UK – Today, the UK OOH advertising industry is coming together to support the charity Missing People and resurrect the national digital OOH campaign to run weekly appeals. Originally launched in July 2012, the renewed digital OOH campaign will be rolling out nationwide across transit, city centre, and roadside locations.
The new initiative is organised by digital OOH ad tech specialist QDOT and seeks to publicise regionally targeted appeals across the UK to help harness the public’s support in the search to find missing people. The creative features the missing person’s name, age, photo, and the date and location they went missing, and the free number to call or text for sightings – 116 000.
OpenLoop, the dynamic creative optimsation ad server from QDOT delivers the geo-targeted appeals. This year also sees QDOT utilising measurement platform PlayTrack, to provide independent third-party verification of campaign play out, to give the charity full visibility of when and where the creative played to help determine media performance.
The digital OOH media owners participating in the Weekly Appeals campaign include JCDecaux, Maxx Media, Limited Space and Perfect Fit Media, with the campaign set to extend across all major UK cities in the coming weeks.
Ross Miller, director of fundraising and communications, Missing People Charity, commented, “OOH visibility is so important in our search to find useful information that helps families reconnect with loved ones. OpenLoop allows us to run regionally targeted searches that we can update in a moment, and PlayTrack provides full feedback so we can understand exactly what presence we had across all inventory.
“Digital billboards have proven to be an immensely powerful tool in the search for missing people, and we are enormously grateful to the outdoor media owners involved for their incredible support.”
Ben Putland, managing director of QDOT, said: “Digital OOH’s impact, value, and significance in today’s digital world is what makes this campaign so powerful. We are delighted to partner with Missing People again on a campaign that has done so much good at raising awareness and encouraging people to participate in the search.”
Contact Alix Wood, QDOT – UK: +44 7989 068416, US: +1 718 285 3859, firstname.lastname@example.org
Note to editors:
- The first Missing People DOOH Appeals Campaign was instigated by Outsmart in July 2012
- Out of Home companies supporting 2019’s DOOH Appeals Campaign are:
- Ad tech: QDOT (DCO platform OpenLoop + measurement platform PlayTrack)
- DOOH media space: JCDecaux, Perfect Fit Media, Limited Space, Maxx Media
About Missing People
Somebody is reported missing every 90 seconds in the UK. Missing People is the only charity in the UK which is dedicated to bringing the 180,000 children and adults that go missing every year back together with their families. Some missing people you will have heard of, but many more you won’t. For their families, life without them can be a desperate and unbearable struggle. We are there for them 24 hours a day, every day of the year, at the end of a phone, text or email, ready to use every means possible to search for and find their missing loved ones and to provide vital on-going support to families where the agonising wait turns into years, not just days.
You can call or text 116 000 for advice, support and options if you, or someone you love, goes missing or runs away – it’s free, 24 hour and confidential. www.missingpeople.org.uk
QDOT is an independent ad tech business delivering smarter campaign management for digital OOH at scale. The suite of platforms allows advertisers and agencies to efficiently deliver, track and optimise campaigns with real-time, reactive messaging and scheduling capabilities.
QDOT offers some already well-established platforms including OpenLoop and FileDrive, which to date, have delivered over 1,600 campaigns across Europe, Asia, Australia and the Americas. With offices in London and New York, QDOT is trusted by some of the world’s largest OOH media buyers including Talon, Kinetic, Omnicom Media Group, MediaCom and Rapport.