Page 62 - AdNews magazine Mar-Apr-May 2023

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How to leverage data-driven creative in DOOH
D
ynamic creative, involving advertising that utilises data to inform
certain elements like promotional offers, local weather updates, sports scores, directions to nearby petrol stations and more, was fairly limited to the out-of-home (OOH) world ... until now.
in partnership with
As digital out-of-home (DOOH) advertising captures media attention, so does the channel’s ability to activate dynamic creative.
Thanks to recent tech advancements, advertisers can activate dynamic creative campaigns at scale across DOOH networks around the world. This is a game-changing development for the Australian OOH market – here’s why.
How can I use dynamic creatives?
Historically, marketers were forced to choose between activating dynamic OOH campaigns with a single provider or utilising a multitude of OOH net- works but with fairly limited creative freedom. Now, the sky's the limit when it comes to customising advertisements based on a variety of data sets, while still leveraging different screen formats to meet a campaign’s goals.
Here are a few interesting use cases of how you can leverage dynamic creative in the real world:
• Upcoming events, sports & countdowns: Think new store openings,
big games, notable product launches, contests and other events you may want to build excitement around or reinforce specific timing for your audience.
• Distance to stores: DOOH is a proven vehicle for driving foot traffic to retail locations. By integrating dynamic creative, you can direct commuters to the nearest store, offering details like distance or even exclusive promotions.
• Product promotions: Maybe you need to promote different discounts each week in differ- ent geographic locations or want to highlight the nearest retail store to purchase a spe- cific product. You can easily deliver tailored promotional messaging without needing to create hundreds of different assets and individual flights with dynamic creative.
• Weather conditions: Capitalise on current weather conditions by advertising a sunny getaway to your island during a winter storm or allergy medicine during peak allergy season, for instance.
• Social feeds: You can highlight pivotal experiences for consum- ers by tapping into their social feeds in real time. Whether you want to encourage people to vote so you filter in live tweets from those celebrating they just voted, or you want to build hype around a major sporting event so you broadcast social feeds from consumers predicting the game’s outcome, personalising OOH ads is a smart way to reso- nate with an audience.
How do I get started?
To unlock the full potential of dynamic creative when running DOOH campaigns, it’s important to answer a few questions, such as: Do you have the necessary creative assets (what sizes do you have, is it static vs. video, etc.)? Which con- tent do you want to change dynam- ically? Are there any unique requirements for your ads?
The good news is our team of experts at Vistar Media can help walk you through these questions to ensure your next dynamic cre- ative campaign is set up for suc- cess. Reach out today and a pro- grammatic DOOH expert from Vistar will be in touch.
Thanks to recent tech advancements, advertisers can activate dynamic creative campaigns at scale across DOOH networks around the
world. This is a game-changing development for the Australian
OOH market