Why dynamic digital OOH needs to attract the mass market
This year we will see a change in attitude towards dynamic DOOH advertising. Already 87% of UK marketing leaders believe real-time DOOH would enable more targeted advertising for their brands, with 72% planning to run a real-time DOOH advert in 2015. However, according to Posterscope while digital represents 28% of OOH ad spend, less than 5% of DOOH spend incorporates an element of real-time in DOOH.
It is the collective responsibility of the OOH industry to ensure that advertisers get the most out of the medium. This will only be achieved once dynamic DOOH becomes the norm rather than being perceived as something that’s only executed by those with big budgets to create award-winning campaigns.
Dynamic campaigns should be the norm not the exception for the following reasons:
- Dynamic copy enables brands to target the right audience, at the right time, with the right message – better targeting and enhanced copy optimisation.
- Dynamic campaigns are not technically difficult and are now quicker to execute and can be implemented at scale.
- Dynamic campaigns are increasingly cost effective.
This year we will see an increase in the amount of fully automated dynamic campaigns in DOOH. Our campaigns for Tate Britain and 20th Century Fox in 2014 demonstrate how easily automation can be achieved. Tate Britain ran automatically generating approximately 14,400 executions, from a pool of 10 million possible unique copy / artwork combinations. The client did not have to edit, create or moderate the campaign once it was live. We were able to create executions that were more engaging as they were created for the moment and at scale. We expect to see more of this in 2015.
We predict that programmatic content will become a regular solution to marketers’ digital OOH advertising this year. While programmatic media buying is unlikely to make a big impact in media spends in OOH in the UK in 2015, we expect to see more programmatic content in DOOH, allowing for better targeting and creative optimisation.
In 2015 location-based / contextually relevant advertising, content and services are going to be vital in creating more relevant advertising in DOOH. In 2015 we expect to see more brands utilise beacon technology and geo-fenced mobile data to serve multi channel campaigns to audiences on the move. Multi screen messages to add a multiplier effect and frequency to brand campaigns will become the norm.
05 REAL TIME AUDIENCE DATA
The holy grail for OOH planners is getting closer with telco providers offering increasingly real time aggregated data from their users. Other providers of real time data for planners include Inrix (predominantly traffic data, but looks likely to extend their offering to include mobile data) and Datasift, who offer real time social media insight. Real time audience measurement is underway with several OOH media owners, but industry standards are still lacking.