Unilever’s Digital Place-based Campaign Uses Temperature to Dynamically Change Screen Message
AUSTRALIA — The use of sensors and data feeds to drive digital place-based campaign creative is becoming more common. Last week we reported on Clear Channel UK using sensors and live data feeds to trigger creative content that’s displayed on their Chiswick Towers digital place-based screens along London’s M4 approach. Today’s news from Australia’s oOh! Media that is running a temperature controlled advertising campaign on behalf of Unilever to promote its Magnum and Lipton Iced Tea products to hot and thirsty people when the daily forecast temperature exceeds the monthly maximum average in the local area.
The new sensor-enhanced technology allows “temperature-parting” to provide advertisers with the opportunity to dynamically change their message based on the local temperature at each location. Unilever’s campaign will use four hundred of oOh! Media’s retail digital panels to display the creative encompassing multiple brands including Magnum as well as the Lipton Ice Tea creative. As part of the wider national campaign both creative will appear in cafes, universities and billboards until March 23, 2014.
“This is the first time in Australia we’ve run a national campaign that uses the temperature to control what content plays. The technology we have invested in allows us to easily tailor a client’s campaign to respond to external triggers such as the weather, sports scores or social media,” said John Purcell, oOh! Head of Production. “The best part is that each location automatically reacts to local conditions providing advertisers with an easy way to ensure highly targeted and relevant campaigns.
“The hyper relevance this technology provides, both in reaching people when they’re close to point-of-purchase, improves our ability to influence the impulse behavior that drives this category,” said Catherine Rushton, Mindshare Strategist.
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 place-based 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.