The past year has witnessed a remarkable surge in the adoption of dynamic creatives in the realm of Digital Out-of-Home (DOOH) advertising. This powerful tool has allowed marketers to seamlessly tailor their ad content based on various real-time factors, including location, time, weather, and more, without the need for manual intervention. As we delve into the world of dynamic creatives, we’ll explore what they are, how they’ve been utilized globally in 2023, and the incredible potential they hold for crafting highly relevant and engaging DOOH campaigns.
What Are Dynamic Creatives?
Dynamic creatives in DOOH empower marketers to enhance the relevance of their advertising assets by leveraging data to automatically modify specific elements within each ad. For example, an advertiser can effortlessly display different street names pertinent to particular locations, providing an unmatched level of personalization. This means that an ad in London can dynamically showcase the nearest store details on Piccadilly Circus, while an ad in Paris can seamlessly direct viewers to the closest store on the Champs-Élysées. The possibilities are endless.
Dynamic Creative Use Cases in Digital Out-of-Home
Across the globe, media owners are rapidly transitioning from traditional print billboards to programmatic screens. This shift mirrors the characteristics of online advertising, enabling marketers to serve ads based on precise conditions like location, time, and weather. Campaigns are activated only when these criteria are met, ensuring optimal targeting. Moreover, this approach empowers the dynamic delivery of content, allowing tailored messaging for single or multiple out-of-home screens.
Dynamic Creative Capabilities to Tailor Your Content
Location (City Specific or Nearest Store Location)
Capture the attention of your audience by speaking directly to their community or guiding them to the nearest store. Dynamic creatives can effortlessly incorporate the name of the city where the ad is displayed or display address details, making it incredibly relevant.
Location (City Specific or Nearest Store Location)
Time (Countdown or Time-of-Day Promotion)
Utilize time as a contextual factor to adapt your content to the current moment. Varying audience behaviors and needs throughout the day necessitate tailored messaging. Whether it’s breakfast ads in the morning, commute-related content during rush hours, or dinner suggestions in the evening, dynamic creatives ensure better resonance. Additionally, you can use time to create enthusiasm or urgency, such as displaying countdowns to events or live updates on limited-time promotions.
Shein set a countdown to count down the time until the opening of her mobile pop-up showroom.
Leverage the influence of different weather types on consumer behavior. Automatically showcase relevant product promotions based on the weather conditions, whether it’s raining in London or sunny in Amsterdam. Real-time and local weather conditions, like temperature or UV-index, can be dynamically integrated into your ads for maximum relevance.
In New Zealand, Tip Top has launched a weather-based campaign that displays a message when temperatures rise – including the temperature at that location and time.
Sport Scores & Game Details
Drive audience engagement and urgency by updating your creative with the latest match-up details or in-game scores. Whether you want to boost tune-ins, sell tickets, or encourage visits, dynamic creatives can help you achieve your goals.
NBA implemented a real-time scoring board in their creative to build excitement for their tournament and drive people to tune in.
Other or Custom Data Sources
Almost any feed with up-to-date information can serve as a potential data source for generating and customizing DOOH ads. For instance, retailers can use product feeds to automatically feature daily promotions, while museums can utilize visitor tracking data to predict optimal visitation times.
Van de Bron, an energy supplier in the Netherlands, has used its own green electricity forecast to show the greenest hours of the next day to charge your electric car.
How to Successfully Launch Dynamic Creatives for Digital Out-of-Home?
Marketers looking to create and deploy dynamic ads can leverage the Creative Builder from Sage+Archer \ Vistar Media, an intuitive platform that offers HTML5-based and ready-made creative templates. These templates, including store finders and countdowns, dynamically run across screens in Europe, making it easier than ever to launch dynamic creative campaigns.
Additionally, Sage+Archer \ Vistar Media boasts a Creative Expert team with over a decade of experience in designing and developing creative solutions for the digital space. This team is equipped to assist brands worldwide in bringing their dynamic campaign ideas to life. They provide invaluable guidance on leveraging data and programmatic DOOH capabilities to create impactful ads and develop HTML5-based dynamic content that meets technical specifications.
Ready to Get Started with Dynamic Creatives?
If you’re eager to explore the world of dynamic creatives but aren’t sure where to begin or lack the necessary resources, don’t hesitate to reach out to us. We’re here to help you design, create, and Implement your dynamic out-of-home campaign, unlocking the full potential of this innovative advertising approach. Let’s take your advertising to the next level!
Want to learn more about Dynamic creatives or gather ideas for your next DOOH campaign? Get in touch with Martine via email firstname.lastname@example.org call us on +32 484 99 51 99, or follow us on LinkedIn to keep up to date with our latest case studies. Curious about our platform? Request a demo