MUMBAI: Publicis OOH head Shubabrata Dasgupta is pleased as punch. His outdoor agency has been involved in what he calls a ground breaking innovation.

Said Dasgupta on Linkedin: “It’s a digital out of home (DOOH) campaign. We successfully synchronized two Led screens on the Western Express Highway in Mumbai with real-time flight information. The content dynamically updates based on flight take-off timings, delivering highly relevant, time-sensitive messaging to commuters.”

According to him this (what he labels as the pinnacle in programmatic advertising) was executed at Delhi Terminal3 international airport too, where the agency managed to synchronise the outdoor display with the flight display information system (Fids).

“Here the creative content is synchronised with Fids and updates based on flight departure gates, ensuring the messaging changes in real time according to live flight schedules,” he added.

This real time displaying of flight data with OOH media  allowed the agency to take programmatic DOOH to the next level by helping it deliver contextually relevant and timely content to audiences both on the move and in high-traffic and high-engagement locations.

Highlighted Dasgupta: “This innovative approach not only captures attention but ensures the messaging is always aligned with the audience’s immediate environment, creating a unique and powerful connection between the brand and its viewers. This campaign sets a new benchmark for real-time, data-driven OOH advertising, showcasing how advanced technology can revolutionise traditional out-of-home media, making it more dynamic, engaging, and personalised than ever before.”