Cold Snap Triggers DOOH Advertising Campaign

Cold Snap Triggers DOOH Advertising Campaign

Dimetapp’s DOOH Advertising Campaign Uses  Temperature To Trigger Screen Content and Connect With Consumers

AUSTRALIA — Another example of creative advertising from down under that uses sensors to trigger relevant content based on the outdoor temperature. Last December we highlighted a DOOH advertising campaign on oOh! Media’s digital network on behalf of Unilever that promoted the Magnum Ice Cream and Lipton Iced Tea brands when the outdoor temperature exceeded the monthly average to reach consumers and drive sales.

Now that winter has arrived in Australia, a new campaign for Dimetapp, an over-the-counter cold and flu medicine, is being triggered across oOh! Media’s DOOH advertising network when the temperature drops below the local winter average. The campaign is building awareness in targeted areas when it’s biting cold outside and has increased the relevance of Dimetapp’s advertising message.

oOh! Media’s network is running Pfizer’s Dimetapp national cold and flu advertising campaign using more than 600 retail and café network screens across Australia. Using technology, such as sensors, to trigger advertising content is helping brands to delivering messages that resonate with consumers by providing greater relevance that connect to the moment that consumers are currently in.

Dimetapp’s DOOH Advertising Campaign Uses Temperature To Dynamically Change Screen Message to Reach Consumers

“Dimetapp wanted to maximize sales and being able to target ad placement and schedule advertising based on the temperature will give Pfizer the best possible conversion,” said Brendon Cook, CEO, oOh! Media. “This is the first time in Australia we’ve run a national campaign during the winter that controls content based on how cold it is in a range of geographically targeted areas. The flexibility of our network enables us to schedule advertising based on the temperature, making it possible for advertisers to change their message at each location as the temperature changes.”

Pfizer’s Dimetapp campaign will run on two hundred of oOh! Media’s Retail digital panels and 380 Café digital screens during Australia’s winter season. oOh! Media is a leading provider of digital media and has built a digital signage network of more than 2,000 screens in environments that include airports, shopping malls, bars, cafes, sport centers and university campuses throughout Australia and New Zealand.

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

Download your free copy here


Leave a reply

Your email address will not be published. Required fields are marked *