Out-of-Home advertising is often underestimated in terms of its flexibility and adaptability. In the digital age, OOH has evolved to become more dynamic and responsive. While outdoor ads have always been effective in driving consideration and purchase, they now offer even more creative options that can make the messaging even more relevant and impactful in the moment. By leveraging information triggers and elements surrounding the actual OOH ad, businesses can create tailored ads that resonate with the audience in real-time.
According to a recent OAAA Morning Consult Survey, 88% of adults have noticed DOOH ads in the last 60 days, and 78% of those viewers engaged with the ads by visiting a website, making a purchase, or attending an event. These engagement numbers further improve when contextual dynamic creative is incorporated.
So, why not take advantage of this opportunity? Implementing dynamic out-of-home is no longer a laborious task. With innovations such as programmatic digital out-of-home it is easier than ever. Not only can campaigns be turned on/off based on triggers, creative can also change just as easily. Let's explore some of the triggers that can be utilized.
- Weather: There are numerous ways to utilize weather data for dynamic creative. For example, if the pollen count goes up past a certain threshold, an antihistamine brand can run ads for allergy medication. On the flip side, when pollen counts subside the campaign spend can be decreased or paused entirely. Similarly, on a cold and gloomy day, you can promote a sunny tourist destination. And when it gets too hot, you can trigger ads for ice cream to cool down potential customers.
- User Generated Content: UGC is a great way to get the audience involved in your campaign. It makes it more interactive and can drive a second life across social media. Check out this MTA Campaign using audience submissions.
- Sport Scores: Another useful trigger for dynamic creative to get fans energized and engaged. Local teams and arenas can update sport scores in real-time to generate excitement and encourage people to get involved.
- Dayparting: This is a great strategy for cycling products throughout the day when they make the most sense. For instance, a CPG company can promote their coffee brands in the morning, energy drinks in the afternoon slump, and frozen meals during the evening commute to inspire dinner decisions.
- Countdowns: Particularly effective for promoting events. Whether it's the start of a new TV season, a sports season, or a musical event, countdowns create anticipation and generate buzz.
- Tease and Reveal: By leveraging dynamic creative, brands can support new product launches by running countdowns or interactive tease and reveal campaigns. These campaigns slowly unveil potential clues of the new product, building excitement and anticipation among consumers.
Dynamic creativity in OOH advertising contributes to higher awareness levels. It enhances the relevance of campaigns and ensures that they reach potential customers at the right time, when they are most likely to consider making a purchase, with a message that is contextually relevant and spot-on for the moment it is being seen. By leveraging dynamic out-of-home in your next campaign, you can increase sales and improve consumer sentiment.
