THE FIRST INDUSTRY RESEARCH PROVING THAT USING DATA TO OPTIMISE CREATIVE GIVES SIGNIFICANT ROI.

RELEVANT CREATIVE INCREASES CAMPAIGN PERFORMANCE

Advertisers are increasingly using dynamic DOOH solutions to increase both the targeting and relevance of their campaigns. Whilst campaign research has been strong there has been no research that proves the ROI that dynamic adds to a DOOH campaign. Liveposter and Posterscope have conducted a breakthrough study to prove that using data to optimise the creative message give you significant ROI.
DOOH + Dynamic = ++ ROI

MAKING DYNAMIC THE STANDARD, NOT THE ONE OFF

The inclusion of dynamic as part of a Digital OOH plan has grown significantly in recent years. However, the general perception by the media and advertising industry is that dynamic is stunty and reserved for big clients and big budgets. We know that dynamic adds value to a Digital OOH plan and as such, there is always a case to optimse your media and creative dynamically. The industry needs to have a step change to shift the use of dynamic to become the standard.

DYNAMIC SCHEDULING

The most simple use of Dynamic, using multiple creative executions and using data to optimise the DOOH ad serve, by scheduling the most relevant creative.

At it’s simplest it’s showing  “Creative A” in the morning and “Creative B” in the evening, but this can be taken further by triggering using data. Using weather data this could be a “Hot” creative when it’s sunny or “Cold” creative when it starts to rain, but almost any data source can be used, from Demographic data through to Flight data.

DYNAMIC CONTENT

The most simple use of Dynamic, take a number of different creative executions and use data to optimise the DOOH ad server, by scheduling the most relevant creative.

At it’s simplest it’s showing  “Creative A” in the morning and “Creative B” in the evening, but this can be taken further by triggering using data. Using weather data this could be a “Hot” creative when it’s sunny or “Cold” creative when it starts to rain, but almost any data source can be used, from Demographic data through to Flight data.