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In an industry first, OVO Energy and its agency partners are tapping into real-time data from the National Grid ESO and have established a programmatic buying technology, designed, and built by Goodstuff and Assembly, to automatically bid when the grid is greener and will only display the campaign creative during those time frames.
 
This campaign marks the start of a journey towards greener trading in general for OVO, and Goodstuff will be applying this data technology as part of a long-term strategy to serve OVO ads in greener moments.
 
Launched at the end of September, the DOOH is served in real-time, appearing across more than 2,600+ screens nationwide, from digital 6-sheets to large formats across roadside, rail and shopping centres. 
 
Alice Tendler, Director of Brand and Marketing at OVO said:

“OVO creates game-changing, green technology and services for our customers, and it’s incredible that this is also true of our advertising. This latest campaign is one example of the action we’re taking every day to find new, innovative ways to cut carbon across our entire business and customer base. And it shows that with the right creative minds and the right tech, it’s possible to find better ways of doing things.” 
 
Roy Shepherd, Goodstuff’s Head of Out-Of-Home UK and International, said:

“This is a truly innovative campaign from Goodstuff, and we are incredibly proud to work with the brilliant team at OVO to bring this tech and campaign to life. We are working with the OVO team to move towards greener trading in general. Following this campaign, we will continue to apply this data as a long-term strategy to serve OVO ads in greener moments...”

Goodstuff began developing the technology last Summer and will introduce more media owners and hope to bring the next iteration of the technology to market early next year. 

Photo credit: JCDecaux UK