THE FIRST INDUSTRY RESEARCH PROVING THAT USING DATA TO OPTIMISE THE CREATIVE MESSAGE GIVES YOU SIGNIFICANT ROI.

RELEVANT CREATIVE INCREASES CAMPAIGN PERFORMACE

Advertisers are increasingly using dynamic DOOH solutions to increase both the targeting and relevance of their campaigns. Whilst campaign research has been strong there has been no research that proves the ROI that dynamic adds to a DOOH campaign. Liveposter and Posterscope have conducted a breakthrough study to prove that using data to optimise the creative message give you significant ROI.
DOOH + Dynamic = ++ ROI

WE NEED TO MAKE DYNAMIC NORMAL

The inclusion of dynamic as part of a Digital OOH plan has grown significantly in recent years. However, the general perception by the media and advertising industry is that dynamic is stunty and reserved for big clients and big budgets. We know that dynamic adds value to a Digital OOH plan and as such, there is always a case to optimse your media and creative dynamically. The industry needs to have a step change to shift the use of dynamic to become the standard.

 

MODELLED USING AN AWARD WINNING RESEARCH TOOL

A research model was built by Liveposter and Posterscope to test the dynamic difference using the award winning platform VirtuoCity. It places respondents behind the wheel of a car in a virtual world, as they drive through the suburbs and into the town centre. Respondents are exposed to computer-generated OOH posters while they drive, and afterwards they answer a recall questionnaire.

The great strength of this methodology is that all elements are controlled within the Virtual City with the only difference between test and control respondents is the variable being tested – in this case dynamic and contextually relevant creative.
Two videos were created in VirtuoCity: a control video, viewed by half the sample, which featured six brands on DOOH roadside screens running non-dynamic creative; and a test video, for the second group of respondents, which featured the same six brands however four of the brands were running a dynamic advert that was contextually relevant. All 6 adverts for both test and control groups featured non animated creative in order to reflect the reality of most roadside DOOH screens. This also ensured the only variable being tested was the dynamic message rather than movement.
In order to contextualise the 4 test dynamic adverts, before the test respondents watched the video they were primed on the time of day, day of week, location and the weather by being asked to pretend that they were driving home after work on a Friday in London, when the weather was very cold. The research ran just before Christmas so all respondents were in a Christmas mindset and a “night time” video was therefore used to make the research as close to reality as possible.

THE HIGHLIGHTS

A short summary of the key findings and stats – 4 page summary

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THE FULL REPORT

The full report in to the research and findings

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