Media agency MediaCom has enlisted UK brand Innocent Drinks to test a new programmatic buying method for its digital out-of-home (OOH) ads to target more consumers based on geolocation targeting.

Designed in-house by digital marketing specialist, the automated trading desk technology is being used in the promotion of Innocent’s new smoothie product ‘Super Juice’, applying audience data to inform the optimum times its OOH ads should be displayed on screen with each one provided a unique schedule by day and hour.

According to MediaCom, brands using the programmatic technology will be able to reach audiences “more flexibly”, using mobile data specialists Mobsta’s geo-location targeting from more than 55 million data touch points.

“With this we are heading toward being able to deliver attribution and insights based on highly-targeted data, and this data-led buying leads to more data points we can learn from to inform future campaigns ensuring we are able to reach the relevant person at the right time,” said Arran Javed, head of OOH trading at MediaCom.

Innocent Drinks is the first brand to take on the automated trading desk technology with the tool rolling out to other companies in the coming months.

“We’ve always tried to talk to the right people in the most interesting, personal way that we can, and we can’t wait to see how this tool helps us do that for our new Super Juice campaign,” added Barbora Hrdlickova, senior brand manager at Innocent Drinks.