Marketers, brand managers, creatives, and everyone else in the fight for consumer attention: we all know that simply putting any advertising content out there isn’t going to cut it.
The power of personalisation
Before we can convey our message, we need to grab the consumer’s attention. Competing with such an overload of visual information in our environment means attention is a limited resource and individuals naturally filter out what is irrelevant to focus on what is important. A selection process to ensure the brain does not become overloaded by processing a swath of information at the same time.
Human visual attention is selective: in some cases we can miss or ignore certain stimuli or information. From the science of the invisible gorilla at the basketball game, to the everyday and how often we are oblivious to a section of a familiar journey. We frequently go on auto-pilot through our daily routine, and can even walk straight past a familiar face. Yet in similar everyday situations we do automatically pick up that information, and if that same person called our name from across the room, we’d see them.
This phenomenon is known as the “Cocktail Party Effect”. Neuroscientific research and experiments demonstrate how the brain only processes relevant information, and particularly personally relevant information such as our own name, or something very recently logged in our memory (attentional bias). For example, smokers have been shown to possess an attentional bias for smoking-related cues around them, cat lovers known to spot cats everywhere, and why you suddenly notice that everyone is wearing that pair of trainers or driving that car that you considered buying.
These theories are of interest to advertisers as they solve one of their biggest problems: being noticed.Yet the biggest challenge of personalisation still is scaling it, finding the methods and tools to do that – and doing this effectively is one of the oldest advertising channels: out-of-home.
Unlocking new OOH creative possibilities
With the introduction of programmatic technology, this traditional channel is increasingly adopting features and benefits that have proven successful in online advertising – particularly dynamic ads. Dynamic creatives enable personalisation and localisation of DOOH content, automating relevant DOOH ads and messaging in the right locations, at the right times and to the right audience.
To unlock dynamic creative possibilities for DOOH campaigns, Sage+Archer offers a Creative Builder – a self-service feature within the Sage+Archer platform that provides a range of templates, allowing creators to build and scale dynamic and full-motion content for DOOH.
Gall & Gall uses Dynamic store locator
The store locator creative template automatically displays the store location in nearest proximity to that screen. Alcohol retailer Gall & Gall used this to promote a new limited edition liqueur with a unique tiramisu flavour. As the largest retailer of alcoholic beverages in the Netherlands, they wanted to build awareness of the new and limited edition product, but also where to buy it. Using the S+A platform to scale their DOOH activity, Gall & Gall specifically targeted screens around stores with already successful sales figures. With the Creative Builder, their promotional video for the product was layered with dynamic store information and location driven data feeds. Gall & Gall successfully increased awareness of the new product and generated footfall and sales in those selected stores.
Do you want to know more about dynamic creatives, the Creative Builder, or ready to create your own DOOH campaign? Get in touch with us via mail sales@sage-archer.com or call us: +31 20 702 8206.
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