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First programmatic print advert launched

A digital creative agency has created what it calls the first ever programmatic advert in print to appear in advertising in Brazil.

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The advert shows different offers from brands depending on the reader’s location and the time of day. Photo: Beraldo Leal (Flickr)

Developed in partnership with daily newspaper O Estado de São Paulo, Isobar Brazil developed a print advert using a QR code that provides offers based on the profile, time of day and geolocation of the reader.

The advert delivers promotional content from McDonald’s, Burger King, and Subway and allows advertisers in the same segment to split the page and offer, in real time, their best deals to the reader.

Rui Branquinho, chief creative officer at Isobar, comments: “If an advertiser releases an offer at 8:30am and, within hours, realises that it has been losing ground to more aggressive deals from the other brands, its offer can be adjusted to become more competitive.

“The second phase (and 'evolution') of this new product envisions that participating brands can come up with 'more appealing’ offers, even if they are not the closest or most convenient ones to the reader."

The pilot was published on Friday, July 26th in the Estadão Expresso, a free weekly newspaper, with the final advert published on Monday, August 5th.

The print advert reads: ‘Can you guess which brand this ad belongs to? Us neither. It all depends on where you are, and what time it is.’

Paulo Pessoa, Estadão's sales executive director, adds: “It is a milestone in the transformation of an industry that has been being challenged; a new digital mechanics to generate new revenue streams through print. We invited for the pilot the fast-food segment, led by giants like McDonald's, Burger King and Subway.

“Discussions with brands from other categories are already at an advanced stage. Besides the importance of its unprecedentedness, this format can provide relevant offers, taking the communication between brand and consumer to another level and giving a new meaning to the print channel as a means to convey a message.”

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