How Missing People is using digital outdoor advertising

Missing People is to use digital outdoor billboards to boost the regional reach of its appeals a week after announcing its link up with an online travel industry network.

Joe Lepper | 18th Sep 19

The charity Missing People is to ramp up its use of technology and digital resources for its appeals to reunite missing people with their family and friends.

The charity has announced it is to use digital advertising billboards UK-wide to run its appeals. This is the the first time since 2012 it has launched such a move into using outdoor advertising.

The digital outdoor advertising initiative comes a week after Missing People revealed that it had linked up with online travel industry network TravelMole to boost the global reach of its appeals and wider campaigning and fundraising.

> See also: Missing People partners with online travel network

The digital out of home (OOH) advertising campaign will feature on roadside and city centre locations and detail the missing person’s name, age, photo and the date and location when they went missing. It also features a free number for people to call or text.

The partnership allows for regional targeted appeals using the creative optimisation ad server OpenLoop.

The initiative is organized by digital OOH advertising specialist QDOT, which is also using the measurement platform PlayTrack to evaluate the campaign.

The weekly Missing People appeals wll be used by digital OOH media firms including JCDecaux, Maxx Media, Limited Space and Perfect Fit Media.

Targeting local audiences

OOH visibility is so important in our search to find useful information that helps families reconnect with loved ones,” said Missing People Director of Fundraising and Communications Ross Miller.

“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.”

> See also: Digital outdoor asvertising to break down stammering myths

“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.”

QDOT Managing Director Ben Putland added: “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.”