Making the Dynamic Difference

Colum Harmon

Colum Harmon, Marketing Director at PML Group, on how the explosion of DOOH and the dynamic difference has many positive implications for advertisers. 

The explosion in numbers of Digital Out of Home (DOOH) screens in Ireland has many positive implications for advertisers. One is that these networks, and their accompanying content management systems such as our Dynamic platform, offer the opportunity for innovation at scale never seen in this market before. Pioneer brands such as McDonald’s, Aer Lingus, Lotto and Guinness have been quick to recognise how Dynamic offers new solutions to brand objectives and all are repeat users of Dynamic DOOH.

Dynamic serves advertising content across multiple media owner networks and can react to live events such as weather or sport or act on pre-defined scheduled ‘events’ such as time of day or location. It can handle unlimited copy changes, offering localised, optimised or contextualised messages at scale. It combines brilliantly with Classic OOH formats to deliver all the scale and impact of traditional OOH but with an innovative and more refined communication where appropriate for the needs of the advertiser.

So, what are the key differences between traditional OOH and Dynamic?

Static Vs. Data Driven

Digital doesn’t have to just mean static, just like online we can use data to turn a “dumb” poster into one that automatically updates itself. We can use data to trigger posters, choosing the most relevant creative each time the poster loads and we can also use data to populate content within creative, updating content, localising messages, choosing the most effective images to display to get the best results.

One Lock Up Vs. Unlimited Lock Ups

Traditionally it’s just one layout repeated everywhere. But what happens if something changes, your competitor drops their prices, introduces a new product, the weather takes a turn for the worse or something major happens in the news. Digital now gives you the ability be much more reactive, either manually or automatically using data, so your campaign stays relevant. It’s a shift from having just one creative for the length of a campaign to one that can evolve and stay relevant always.

Six Words Vs. Reactive Line Length

Traditionally, posters require few words as people pass by quickly and need to absorb a message almost instantly. With digital you can optimise your copy length to take advantage different environments, triggering optimised versions for longer dwell times and simpler versions for shorter times.

Appeal to All Vs. Target and Personalise

In OOH traditionally we use one creative to try and appeal to the largest audience – a ‘one to many’ approach. The reality is that in OOH the audience changes in front of the posters constantly, your creative that was relevant in the morning may now no longer engage this new audience in the afternoon. Using digital, you can talk into most engaging way to this shifting audience by switching to the right creative. Dynamic OOH takes this further, letting you target on a much more granular level, localising and personalising the creative, giving you the most relevant message on a screen by screen basis – a more ‘one to one’ approach.

Shout Vs. Talk

The biggest shift in thinking for creative and brands when it comes to OOH, is switching from thinking that the OOH is just a broadcast media, that shouts to everyone, to one that can also talk to people on a more personal and relevant level.

It’s about telling the right story, at the right time, not the same story all the time.

But that’s not the full Dynamic story. Dynamic is truly game changing for OOH advertising. Since launch, it has revolutionised how brands think about the medium. It is proving to be effective, flexible and simple. Media is a results business and evidence points to real increases in key metrics for brands. Research we conducted with Amarach in late 2018 on behalf on an FMCG client using both Dynamic and generic copy on DOOH screens highlighted major performance improvements in key marketing metrics such as relevance, memorability and recall. Studies from colleagues in Posterscope UK shows a 49% increase in overall effectiveness for campaigns using Dynamic content.

To date, we have seen some clever use of Dynamic in this market. Countdowns to events such as sales, weather activated copy, location shout outs and ingesting live sports scores to deliver relevant content for audiences have all been undertaken by clients using Dynamic in the last twelve months.  Already in 2019 we are seeing this taken a step further with McDonald’s incorporating results of a live online poll to harness the virtual world into their real world OOH marketing.

We expect event based marketing to be more prevalent soon as brands leverage holidays and events such as St. Patrick’s Day, Mother’s Day, Easter, Rugby World Cup, GAA championships communicate timely and relevant messages to a captive audience commuting, shopping and socialising in the real world.

The possibilities are endless.  That’s the Dynamic Difference.

As featured in IMJ.