Second Sight delivers dynamic messages across Display, Mobile, Facebook, Search and Digital Out of Home in real-time.

Second Sight uses the latest open source technologies and APIs; it uses GroupM’s bid and data technology via a DSP and DMP and Google and Facebook for ad delivery and dynamic creative technology. Second Sight also incorporates Grapeshot’s advanced feed management technology – uniquely this helps with data categorisation plus ad-delivery.

Using OpenLoop, we have changed how outdoor is traded and creative supplied to allow us to post breaking stories in real-time.

We converged multiple technologies to deliver the end to end solution and disseminate editorial content from The Sun CMS. Grapeshot, a feed management technology, categorised 250 pieces of editorial content within the feed every day. These stories were populated dynamically into category-based creative templates using Doubleclick Studio and OpenLoop. Audiences were subsequently defined and identified using the Xaxis DSP/DMP.

Sales of The Sun (in terms of value) increased 2.7% as soon as the campaign broke, rising even further the following week. Overall the first four weeks of the campaign achieved an average sales uplift of 2.7%, peaking at 3.6% - thus achieving our second objective of selling more newspapers.

Significantly, the ads convinced some Mirror readers to switch as sales of its rival fell 1.7%, suggesting that The Sun's activity at point of sale had encouraged people to switch to it from its main competitor.