Pladway and Macropix together to bring programmatic OOH to pharmacies

Pladway and Macropix together to bring programmatic OOH to pharmacies

The agreement will allow the brands and their media centers to plan in a circuit of hundreds of points of sale, in 66 cities of 12 Italian regions.

Pladway, an Italian Programmatic Digital Out-of-Home company, and Macropix, a Milanese company that develops, manufactures and markets LED technology displays, announce the start of a commercial and technological partnership at the basis of the new PharmaPix offer.

The agreement will allow brands and their media centers to plan exclusively programmatically within a network of pharmacies which currently has 100 points of sale, in 66 cities in 12 Italian regions and which – soon – will extend to another 500 points . The operation allows Macropix to offer its circuit of screens and audiences in an automated way through Pladway’s supply-side platform.

The inclusion of the PharmaPix network in the offer allows the brands, reads the note, to direct their communication on new generation screens positioned in physical areas with high traffic and with a strongly characterized target audience such as that of pharmacies.

The comments of Pladway and Macropix

“The PharmaPix offer stems from the awareness that the use of advertising screens, especially in setting up shop windows, is increasingly widespread in pharmacies. Today there is a growing need to differentiate one’s offer and to adopt marketing strategies aimed at improving the service, both towards regular users and to attract new customers, providing both with timely information on news and promotional products” , illustrated Marco Fabiani, General Manager of Macropix, “Within our strategy of evolution of the DOOH offer, we have decided to simplify the scenario by focusing on the full automation of the buying and selling process. We are happy to be able to operate with Pladway’s leading platform, which allows interested brands to easily marry the opportunities represented by the presence on our screens with flexible, highly profileable and measured in real-time campaigns”.

“We are delighted that Macropix has embraced Pladway’s unique proposition and technology, and that it has decided to use our technologies for the exclusive management of the entire advertising schedule”, concluded Marco Orlandi, CEO of Pladway, “This new collaboration it allows to demonstrate how the Programmatic channel can favor the optimization of advertising revenue through the full automation of the offer. Upon completion of the project, we will support Macropix not only from a technological point of view, but also for the commercial and strategic positioning of the medium within the digital scenario”.

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