DOOH Creative Showcase
Creative Digital Out-of-Home Advertising Combines Lifestyle Interest with Location Targeting
Digital out-of-home advertising is part of the larger multiscreen ecosystem that effectively amplifies a brand’s message, creating a deeper level of engagement with on-the-go consumers. For marketers looking to raise mass awareness and generate incremental reach, digital out-of-home advertising offers a brand-safe environment free of the risks of online and social media.
Digital out-of-home advertising is unique because it intercepts active consumers with highly targeted messages as they move through their day. Successful digital out-of-home advertising campaigns start with a deep knowledge of consumer mindset and location relevance. Advertising campaigns that combine lifestyle interest with location targeting address the unique moment that consumers are in and enable brands to capture attention.
The use of mobile beacons and dynamic data feeds has increased over the last year as each technology amplifies campaign relevance, transforming digital out-of-home advertising networks into real-time marketing platforms. For example, Microsoft worked with Liveposter, a dynamic out-of-home provider, to create a digital out-of-home campaign for Cortana, which combined real-time audience and location-based data to generate dynamic screen content across more than 240 unique locations. Messaging at each screen location changed based on multiple data set variants that included live weather and audience data, along with other environmental triggers that ultimately generated more than 9600 possible dynamic messages. The combination of dynamic data and push technologies such as mobile beacons is increasing digital out-of-home’s relevance for consumers.
The Latest DOOH Advertising Campaigns:
- By SMD Editor on June 6, 2016
Warner Brothers has launched a DOOH ad campaign designed to send chills up the spine of horror fans. Travelers waiting at four bus shelters across London and Manchester are coaxed into viewing a 10-second trailer for the upcoming release of The Conjuring 2, a new supernatural thriller that based…
- By SMD Editor on June 2, 2016
JCDecaux has partnered with Virgin Media Business and Crowdfunder for Virgin Media Business’s #VOOM 2016 project, the UK’s biggest pitching competition for entrepreneurs and small businesses.
- By SMD Editor on May 23, 2016
Cricket fans will be able to keep track of their home team on DOOH screens at 20 locations across the UK, including Leeds, London, Manchester and Birmingham
- By SMD Editor on May 18, 2016
NHS Blood and Transplant has launched a DOOH media campaign to highlight the life-saving power of blood donation. The virtual blood donation campaign, See the Power of Blood Donation’ was developed by 23red.
- By SMD Editor on March 30, 2016
A DOOH media campaign on behalf of Walking Wounded, a veteran support group, is raising awareness across Australia and collecting donations to support teams helping returning veterans overcome trauma suffered from their service and reintegrate with society.
- By SMD Editor on February 16, 2016
London Fashion Week will be seen by more than 35 million people across the United Kingdom using digital out-of-home (DOOH) screens, a first in the UK, thanks to a new collaboration between the British Fashion Council and Ocean Group.
- By SMD Editor on February 16, 2016
An innovative DOOH campaign featuring Stephen Fry, a comedian and Golden Globe Award–nominated actor, has launched across the UK to promote awareness and participation in the Child Rescue Alert initiative.
- By SMD Editor on January 6, 2016
Brand USA, the destination marketing organization for the United States, and its partner Visit Florida, are taking over London’s Oxford Street in a new out-of-home (OOH) campaign.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding 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