Programmatic Print ad

Estadao

estadao print ad
We created a programmatic media innovation to enable personalised print ads in Estadao.

Challenge

Offline to online

Estadao is a popular newspaper in Brazil, but it is facing a decline in its print sales. Consumers today now expect content and promotions that are relevant to them, so we needed to create a new ad-format that provides offers that are personalized based on the profile, time of the day and geolocation of the reader.

Solution

Real Time relevance

We created the first ever programmatic print ad. Developed in partnership with the newspaper ‘O Estado de São Paulo’, the pilot was released on Friday, July 26th, on Estadão Expresso and launched on Monday 5th August. The first adverts were delivered for fast-food chains McDonald's, Burger King and Subway. 

The new format enables advertisers to split the page and offer their best deals to the readers in real-time. It has a smartphone-readable QR Code printed on the paper that when scanned provides both geolocation and time data to the advertisers, who then serve the most relevant and appropriate creative adverts.  

The mechanics and technologies applied to the project were developed by Isobar World Sourcing, Isobar development’s centre, located in Porto Alegre. The programmatic strategy was designed in partnership with Amnet, DAN's programmatic media trading desk in Brazil.