Publishers note.
Netflix used contextual DOOH to promote their latest original Korean shows themed #HallyuBarengNetflix in Indonesia. Citing campaign success by crediting evolving creatives and dynamic triggers on iconic billboard locations, it seems someone forgot the most important element of OOH, six words or less. Heck, we’ll grant 8 words or less. Check out the creative they provided with the press release.
Not to rain on the pDOOH parade, someone— whether it is Netflix, Wavemaker, Moving Audiences or Moving Walls –might have flagged the creative for readability. Dynamic triggers nor evolving creative isn’t going to keep this campaign from getting drenched.
Moving Walls Indonesia Leverages Contextual DOOH to Promote Netflix’s Hallyu Show ‘Forecasting Love & Weather’
Netflix, the global entertainment streaming service used contextual Digital Out of Home (DOOH) to promote their latest original Korean shows themed #HallyuBarengNetflix in Indonesia.
The objective was to build awareness among audiences about the new “K-Drama” titles on Netflix including Forecasting Love & Weather, Love & Leashes, Twenty Five Twenty One, and Thirty-Nine.
Dynamic triggers were set up for the show ‘Forecasting Love & Weather’, where when it was raining, the creative that appears on the billboard would be ‘rainy’ creatives. Likewise, when it is sunny, ‘sunny’ creatives appeared. The campaign ran for 14 days on iconic digital billboards across the Jakarta Metropolitan.
A QMS neuroscience study (Australia, 2021) highlighted greater impact of DOOH campaigns with changing creatives. The report stated that evolving creatives were shown to deliver a 38% higher impact than that of static creatives by day 5.
The campaign included DOOH placements as well as static imagery across Gunawarman, SCBD Lot 6, Sudirman ST, LED Plaza Indonesia, Jl Asia Afrika, Grand Indonesia Indoor.
The campaign was executed by Wavemaker, who is consistently reinventing media and creativity by positively provoking growth for global clients. It was run through Moving Audiences, an end-to-end Planning, Buying, Activation, and Measurement platform for DOOH media powered by ad-tech player Moving Walls.
Contextual content is quickly becoming the norm for DOOH media executions. Advertisers who use it to optimize their campaigns typically benefit from coordinating creative scheduling across screens via programmatic DOOH (pDOOH), dynamically changing creatives based on current weather conditions, live traffic flow, flight arrivals, time of day, target-based messaging and custom playlist scheduling among other third party data signals.
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