DOOH Ad Campaign Adapts Screen Message Using Real-time Audience and Location Data
UNITED KINGDOM — Cortana, a voice-activated personal assistant from Microsoft, and direct competitor to Apple’s Siri, has launched an ambitious digital out-of-home (DOOH) ad campaign that combines real-time audience and location-based data to generate relevant, dynamic screen content.
Microsoft’s DOOH ad campaign is powered by Liveposter, a dynamic out-of-home platform provider, working with Dentsu Aegis Network for media buying and Interpublic’s m:united, Microsoft’s creative agency.
According to Liveposter, each poster has multiple distinct creative executions depending on pre-defined rules and data for a specific moments in time. The creative uses time of day and location as the foundation of the DOOH ad campaign to demonstrate an actual Cortana end-user experience in real-time at each poster location.
“The dynamism, flexibility and sophistication of this digital outdoor campaign perfectly mirrors the versatilities of Cortana’s intelligent capabilities. The combination of cutting-edge technology and data will create an array of extremely personal and relevant user experiences, showing the audience how digital assistant Cortana can help them manage everyday life seamlessly in a powerful way.” said Paul Davies, Marketing Director at Microsoft.
A total of 241 unique posters were developed that are then populated with live data creating 9640 possible dynamic poster variants. Each poster also has multiple dynamic welcome screens and end screens matched to its location using live time and data feeds. Liveposter says it can use a variety of data sets beyond time and location to drive dynamic content including live weather data, audience data, and other environmental triggers.
“We are proud of this campaign, which showcases the huge possibilities of automated OOH advertising, and highlights how real value can be driven by innovation when it isn’t simply for innovation’s sake. Cortana’s fantastic versatility is being showcased in the right media with the right technology and content, in a dynamic digital outdoor campaign representing the ideal match between the product and the medium,” said Dan Douglas, Founder of LivePoster.
“With this ambitious and complex campaign we are redefining the rules and capabilities of the digital outdoor medium. The deployment of a truly collaborative approach to media strategies has enabled us to unlock the full advantages of digital OOH, while giving us the opportunity to create a genuine and meaningful connection between the Microsoft brand and its target audience,” said Kaye Dolan, Associate Client Director at Dentsu Aegis Network.
Microsoft’s DOOH ad campaign is currently running across nine out-of-home media providers across the UK making it one of the largest digital out-of-home campaigns to date.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
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. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.