OOH industry comes together for missing persons charity

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The UK's OOH advertising industry has come together today in support of the charity Missing People.

The initiative, organised by DOOH specialist QDOT, is publicising targeted appeals around the UK to help in the hunt for missing people.

It resurrects a campaign originally launched in 2012, in which OOH providers ran weekly appeals.

The targeting is provided by OpenLoop, the dynamic creative optimisation server from QDOT. The campaign also makes use of PlayTrack, the company's measurement platform.

JCDecaux, Maxx Media, Limited Space, and Perfect Fit Media are amongst the OOH owners participating.

Ross Miller, director of fundraising and communications, Missing People Charity, commented, “OOH visibility is so important in our search to find useful information that helps families reconnect with loved ones. 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.

“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.”

Ben Putland, managing director of QDOT, said: “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.”

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