Numerous studies have shown that the more relevant and contextual an advertising message is, the more it resonates with an audience. This is particularly true for OOH, where a consumer’s location, state-of-mind and purpose plays an immensely influential role.
Key findings from Theoretical VirtuoCity Research in the effectiveness of this “dynamic difference” revealed that ad-serving relevant content by audience increases the overall effectiveness of a campaign by +15%.
Furthermore, we know this makes a difference to a brand’s interaction with their audience. The research from VirtuoCity also revealed that using dynamic DOOH to deliver a more contextually relevant message increases advertising awareness by 18%, recall of the specific creative messages by 53% and creative/brand perceptions by 11%.
We’ve seen huge investment in digital screens in the past few years and by leveraging the agility and flexibility of these increasingly digital networks, we can utilise real-time planning to deliver pieces of communication automatically, in a given time or place, driven by pre-programmed rules.
Additionally we have the increased ability to ad-serve and optimise creative delivery with messages that contain dynamic elements and, informed by data, reflect more closely what audiences are thinking, feeling and doing at those moments.
We are already serving creative content that adapts to multiple, real-time feeds, such as weather, traffic flow, sales, social media trends and a multitude of other business drivers, via the Liveposter platform, along with creative content drawn from pre-produced work or created and edited in real time in response to these data triggers.
Unfortunately this dynamic capability is far from being used to its full potential and is currently the award-winning work of the few rather than the many.
More than the new types of trading models, it is this customisable aspect of OOH programmatic that is capable of transforming the creative potential of the medium, attracting new advertisers to it, building its overall share of media spend and, most importantly, delivering dramatically more effective campaigns.
This is this is where the OOH industry needs to focus, communicating this world of possibility to advertisers and the agencies that represent them.