Optimising the targeting and relevance of DOOH campaigns: dynamic ads

Dynamic content brings a deeper engagement with the audience and allows for data-driven decision making
While Out-of-Home is a mass media by excellence, the increasing popularity of digital out-of-home has added several targeting possibilities through dynamic campaigns.

As quoted by marketing expert Mark Ritson, “OOH can be the best of both worlds”: its broad reach can effectively target both current and potential customers, and its dynamic digital capabilities can impact consumer behaviour through targeted advertising that accompanies the journey and mindset of consumers.

Dynamic campaigns deliver digital content that is contextually relevant for the brand, place, time, environment and consumer. Ads are responsive to chosen variables such as weather, pollution levels, time of the day, geographical cues, and real-time flight data.

Evidence suggests that relevance adds impact to the advertising message, driving engagement, action and uplift in brand perception. For instance, optimising campaigns by the time of day brand and category sales are most likely, has been found to enhance sales by nearly 50%.

Here are five of our favourite dynamic campaigns implemented on our assets in 2019.

UBER’S PICK-UP TIMES SHOW UP ON DIGITAL BILLBOARDS

Uber made the life of air passengers easier in Perth and Sydney through this dynamic campaign shown on the airports’ arrival and departure screens – some of them located in proximity to taxi pick-up points.

The company’s application programme interface (API) was used to obtain the estimated pick-up time for an Uber X in each panel’s location, allowing customers to manage their waiting expectations at a glance.
The creative on each panel was location-specific, displaying a looping video of cars driving around the area, reflective of the mobile content on the popular app.

SONY PICTURES INVITES COMMUTERS TO BECOME SECRET AGENTS – LIVE ON SCREEN

Sony Pictures promoted the launch of ‘Men in Black: International’ through an experiential campaign at London Waterloo train station, one of the busiest stations in the capital.

An experiential stand in front of the station’s digital screen – the largest indoor advertising screen in the UK – invited users to join the London Branch of Men In Black by creating their unique ‘Branch ID’ video, a bespoke GIF capturing the person putting on the iconic ‘Men In Black’ sunglasses. Once their ID had been created, the GIF was sent up to the motion screen where it was displayed live.

Sony Pictures, Manning Gottlieb OMD, Talon, JCDecaux UK and experiential partner Ambient have collaborated to create this unique experience.

The campaign is a great demonstration of bringing together the experiential and digital OOH opportunities, harnessing their power to break through the users’ routine and give them their own moment of fame on screen.

GOOGLE SEARCH TAKES THE STREETS

Google launched a summer campaign in Hamburg and Berlin with a responsive, data-driven, digital OOH push that highlighted the little ways in which Google could help citizens enjoy the summer.

The campaign showcases Google’s search functionality, focusing specifically on four everyday features of Google Search – “Find places near you”, “the fastest way”, “weather info” and “current movie program”. However, instead of using the features on their mobiles or laptop, citizens could see them in full swing on street furniture assets.

The creatives often carried useful real-time tips for citizens to make the most of summer, such as signalling the closest swimming pool when temperatures peaked.

The tech giant used its own real-time data on weather, location and time of day to trigger 16 different creatives, responsive to the cues of their surrounding environment.

HSBC SHOWS NEW YORKERS WHERE TO ‘TAP AND GO’ WITH REAL-TIME UPDATES

HSBC opted for a dynamic campaign to promote the HSBC Mastercard, allowing for contactless ‘tap and go’ payments, introduced in the US in 2019 and representing a big shift to the country’s payment technologies.

HSBC used 15 dynamic creatives showing New Yorkers where to make the most of the new feature through real-time information.

The creatives invited people to go for different activities according to several variables: the time of the day (going for brunch in the late morning or getting tickets for an upcoming sporting event), weather conditions (finding shelter in a museum during a rainstorm) and public transport information.  All the activities highlighted in the creatives can be paid for faster and more conveniently thanks to the new service.

With this dynamic campaign, HSBC successfully promoted the on-the-go features of their Mastercard and the breadth of possibilities offered by contactless payments, while notifying people with up-to-date, relevant information.

FESTIVE SHOPPING MADE EASIER THROUGH AMAZON’S LIVE FEED

Amazon and JCDecaux Australia partnered in a dynamic campaign using a data feed supplied directly from Amazon to promote real-time pricing and product availability on their website.

The campaign was a media first, considering the size and scale of the brand’s retail offering.

The dynamic campaign rolled out in Sydney, Melbourne and Brisbane during the Christmas season, featured an image of a product sold on Amazon along with details and live pricing.

When a product sold out on the website, the screen would change to display different product promotions.

Passers-by were able to conveniently switch between high-street shopping and online shopping – getting live updates on online promotions, while surrounded by the festive spirit in the city.