Kia has struck a deal with digital media specialist Amscreen that will give its dealers the ability to ‘personalise’ national advertising campaigns.
Delivered via the new Adlive platform, this innovative move apparently represents the first time a brand has been able to instigate a UK-wide digital campaign with a degree of locally controlled content.
All 171 UK Kia dealerships can now modify national adverts to feature local content and then deliver them across multiple screens at local petrol stations.
For Kia dealers, it promises to be a cost effective addition to local press and radio, with a weekly nationwide reach of 20m adults.
Kia’s dealer marketing manager, David Hart, said: “By using the Amscreen network we are able to involve local dealerships in the advertising process whilst still maintaining a unified message.”
Amscreen Chairman, Lord Sugar, added: “Kia and Adlive are showing the true potential of digital outdoor by bringing the flexible targeting capabilities of online and combining it with the stature of digital out-of-home.”