The Opportunity

You have decided to use DOOH and want to publicize your brand or product as far as possible without wasting coverage or budget. Your product or campaign has a local connection or is dependent on external factors such as the weather or individual interests. Or you simply want to be flexible in the playout of your motifs. So why not redirect the focus and target the audience with constantly adapting motifs?

And how does that actually work...?

Various technology partners are available for the use of dynamic ads. In addition to data that can be retrieved via the partners, such as weather, location, time, general interests, current news situation, and much more, data sources from the company itself can also be used, for example, product availability or current sales figures for a product. According to the data, the campaign motifs are dynamically displayed on the selected DOOH surfaces. One variant is to play out individual motifs according to location, such as advertising exclusive retail partners directly at the point of sale. Another option is situational motif adaptation - for example, advertisements for events can be linked directly to current sales figures or to tickets that are still available.

What is the Benefit?

Microtargeting allows attractive target groups to be reached precisely and with even more relevant information by linking the advertising message with data sources. And that even in real time. Content delivery is simple and customized advertising campaigns can be easily automized. The system also offers the possibility to create all digital formats for all channels. And last but not least, budgets can be used more efficiently and ultimately sales can be increased.

What are the technical features/ functions/ requirements?

For the use of dynamic ads, intelligent synergies between creation and data can come into play. Thus, pictorial and textual content can refer to different parameters. Among other things, current product availability can be integrated into the motifs in real time. A prerequisite is the amount of parameters that are added. With the use of customer-specific data (e.g. different products for different regions), the motifs can be enriched. In the technical implementation, a VAST link is stored in the DSP - this is filled with the dynamic information. The following always applies: for playout in DOOH, a preliminary check of the content is recommended.

Questions regarding Dynamic Ads - feel free to contact: [email protected]