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The Creative Playground of Dynamic DOOH Advertising

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The Creative Playground of
Dynamic DOOH Advertising

 How Dynamic DOOH is Making Ads More Personal

 

 

by Casey Binkley, CEO, Movia Media

 

 

Are you talking to me?

When it comes to creatively exciting opportunities in OOH, nothing beats the ability to interact with people using real-time, location-specific data. This kind of advertising is called Dynamic Digital Out-of-Home (DDOOH)  and it’s been increasing in popularity and scope over the past five years, thanks improvements in technology. Not only has it become easier to use, it has become more precise at targeting any given demographic.

Add a global pandemic to the mix, and the use and development of DOOH increases at an even faster rate. According to Insider Intelligence, DOOH ad spend increased by 1.6% in 2020 and is predicted to grow by 19.2% in 2021.

What is dynamic OOH advertising?

“Dynamic” and “Digital” are the two “D’s” that have changed the game when it comes to OOH advertising.  Because of them, brands can adapt their ads in real-time to fit perfectly with what consumers are experiencing in the moment. This opens an exciting door for creative thinking.

For example, say it’s a blazing hot summer day and you walk by a DOOH billboard that’s displaying the temperature and telling you that it’s time to get a McFlurry. Or it starts raining outside and the billboard you walk by changes to tell you where the nearest café is to get a warm cup of tea. Suddenly, the ad feels less like a sales pitch and more like a conversation. It feels personal and relevant. And it is certainly more interesting than the generic messages surrounding it.

Suddenly, the ad feels less like a sales pitch and more like a conversation. It feels personal and relevant. And it is certainly more interesting than the generic messages surrounding it.

Relevancy matters

Now that people are spending approximately 5.7 hours a day looking at their devices, (and even more since the pandemic started), consumers expect to see curated or useful content wherever they are. According to Posterscope, 49% of young adults notice messages if they are more relevant to their current situation, while 40% of adults want more brands to display content that is meaningful to them. As a whole, we’ve become accustomed to messages and information that have been chosen for us based on our needs and wants. A lot of advertising mediums struggle to stay relevant for this exact reason. Online, television, and radio ads just can’t provide the same kind of real-time content that DOOH can.

we’ve become accustomed to messages and information that have been chosen for us based on our needs and wants.

For example, Pimms, an alcoholic beverage brand, saw a sales increase of 13% by creating a live feed using footfall trackers in nearby pub gardens in order to guide commuters to their bar after work. The future of advertising is to be connected to consumers in a way that is intimate without being invasive. It’s important to understand and anticipate what might be useful or entertaining to them, perhaps even before they do. No wonder dynamic DOOH advertising is thriving. It’s the easiest and most effective way to use data to deliver ­– on a large scale – the perfect creative content to the right person at the right time.

The future of advertising is to be connected to consumers in a way that is intimate without being invasive. It’s important to understand and anticipate what might be useful or entertaining to them, perhaps even before they do. No wonder dynamic DOOH advertising is thriving. It’s the easiest and most effective way to use data to deliver ­– on a large scale – the perfect creative content to the right person at the right time.

Dynamic DOOH guides online engagement

Nowadays, dynamic DOOH ads have seamlessly integrated online advertising into their campaigns by including things like QR codes and links to websites. Not only does this provide an engaging and easy way for consumers to interact with your brand, but it also helps track impressions and offer detailed analytics on your campaign.

truckside advertising Movia Media
advertisement for Movia Media

The opposite is also true. Online companies need to meaningfully connect with their customers, especially given that the digital space is already oversaturated with advertising. Dynamic DOOH advertising can promote your online company while creating a more visceral and appealing experience for consumers. For a more in-depth analysis of how and why online-based companies use OOH and DOOH advertising in their media mix, check out this link.

In the long run, as Dynamic DOOH advertising becomes more common, consumers are becoming more and more expectant of advertising to be useful, intuitive and interactive. It’s a positive trend for brands, as it makes it possible to truly engage with consumers in a more profound way through their ads. Who knows what kind of next-level creative idea we’ll see utilizing DOOH over the next year as things begin to open up. One thing is for sure, we’ll all be happy to get back outside to witness it.

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