Digital delivers hyper-localisation
Typically, Digital campaigns are more often considered when it comes to hyper localised OOH activity. The DOOH network in NI now covers all the main towns with variety across roadside and retail locations, allowing advertisers to get even closer to their target audience. Scheduling multiple creatives across the digital network delivers a wider range of messages in rotation, with the ability to tailor to location.
Dynamic Digital OOH campaigns are in another league, both in terms of sophistication and results. The Moments of Truth study showed that as well as increased brain activity, Dynamic elements in campaigns caused uplift in ad recall (+17%) and sales increase (+16%). Using data sources to dictate the Digital OOH output means reduced studio time for agencies and seamless scheduling with media owners. Instead of creating 20 different pieces of content, a single data source and a single creative are merged, to create multiple outputs.
We’ve seen Dynamic campaigns deliver a number of localised campaigns, often adding additional data too. Firmus Energy combined town names in their distribution network with colloquial language and live temperature data to create a truly bespoke campaign.