In September, the conferences division of "Kommersant Publishing House" launched a digital campaign in which weather conditions played a key role. The project demonstrated how the use of real-time data makes communication more relevant and increases audience engagement.
Thanks to the integration of the DSP Omni360.io platform with the Yandex.Weather service, data on temperature and precipitation were updated online, and the ad content on digital screens automatically adapted to current conditions:
☁️ Cloudy → “Clear prospects with Kommersant”
☀️ Sunny → “Everything will be clear”
🌧 Rainy → “Troubles will be washed away”
❄️ Cold weather → “Keeping a cool head”
And of course — “The meeting will be warm!” 🤗
These dynamic messages made the communication contextual, engaging, and timely.
Thanks to the integration of the DSP Omni360.io platform with the Yandex.Weather service, data on temperature and precipitation were updated online, and the ad content on digital screens automatically adapted to current conditions:
☁️ Cloudy → “Clear prospects with Kommersant”
☀️ Sunny → “Everything will be clear”
🌧 Rainy → “Troubles will be washed away”
❄️ Cold weather → “Keeping a cool head”
And of course — “The meeting will be warm!” 🤗
These dynamic messages made the communication contextual, engaging, and timely.
The placements were executed through programmatic buying via Omni360 on media façades, digital screens in shopping malls, and high-traffic restaurants. This approach allowed the brand to be seamlessly integrated into the urban environment and to emphasize the relevance of its messaging for the premium segment.
The "Kommersant Conferences" advertising campaign is an excellent example of how Omni360 technologies help brands manage communication context and engage with their audience in real time — creating a sense of personal connection even within the framework of outdoor advertising.
The "Kommersant Conferences" advertising campaign is an excellent example of how Omni360 technologies help brands manage communication context and engage with their audience in real time — creating a sense of personal connection even within the framework of outdoor advertising.
The project was implemented in collaboration with Sunlight Outdoor, Sunlight Indoor, and RGB Graphics, with the participation of Novikov TV and the creative agency ITSALIVE.
Link to the article — "Kommersant".
Link to the article — "Kommersant".