How digital audio and ITV Pause Ads helped the University of Sussex reach students
Clearing is a crucial time for young people exploring their options and making decisions for their future. The MEERKATs have worked on many creative university advertising campaigns over the years. Most recently we worked with the University of Sussex on a Clearing campaign which combines Digital Audio, Pause Ads and OOH.
The Digital Audio campaign is running across a combination of Global’s DAX network and the Bauer Digital Audio portfolio. The campaign has been strategically planned to reach a combination of young listeners, as well as an older demographic of ‘influencers’. Using digital audio, the ads are delivered to an audience rather than a station. This means that the target listener is likely to hear the ad wherever they choose to listen – without making any assumptions about their taste, from Kiss to Classic FM. In order to reach exactly the right people in the right areas, the MEERKATs have carefully employed digital audio’s capability to geo target down to postcode level.
The ITV Pause Ad campaign reaches connected TV viewers within the targeted age demographic and area. The MEERKATs think of pause ads as being like putting “a billboard in your sitting room”, with the ads displayed on your TV screen when the on-demand content is paused.
Have a listen to the digital audio ad written – produced and licensed by MEERKATworks for this campaign – and see the ITV Pause Ad on screen.