By now you’ve probably seen the brand new Digipole, Ireland’s first large format,roadside, digital screen, located in Ballsbridge. And hopefully you’ve also seen our Kinetic campaign which went live today, 11th September!
As the leading agency in helping brands connect with, and activate, their audiences while on the move, being one of the first advertisers on this new digital format is the perfect fit. We’re committed to pioneering new ways to make OOH interactive and amplifiable, driving efficiency and measurable transactions between brands, audiences and peers.
Digital OOH first launched on the Irish market back in 2009 when the first Transvision screens appeared at main commuter hubs in Dublin. Since then, we’ve seen digital explode across different locations and environments – Mall, Rail, Airport, Health, Bars, Cinemas, Gyms and now roadside. It now accounts for approximately 15% of total OOH spend and continues to grow.
Research tells us that a multiformat approach, combining different formats and environments, works best yielding the highest levels of reach and frequency. Our recent study, ‘The Persuasiveness of Digital OOH’, that we undertook with Millward Brown demonstrated that DOOH significantly increases recall by 8% and also delivers a stronger key message cut through.
Digital offers the flexibility that static Out of Home can not. It has the ability to be REAL TIME, REACTIVE, RELEVANT and REWARDING. This is where the real advantage lies. Although the new Digipole is what’s termed ‘Static Digital’ – i.e. content on digital screens with no animation, rotating every 10 seconds with up to six other advertisers - it offers the ability to contextually connect with consumers and tailor creative accordingly. Using digital OOH dynamically can increase visual attention by 20%, emotional intensity by 16%, engagement by 32%, memory encoding by 17% and also sales uplift by up to 8%. (Source: Adshel Live) Simply put, dynamic dOOH makes your campaigns better.
So how can we can incorporate Dynamic DOOH to our media plans and this new Digipole? The first step is to define the role for DOOH.
REACTIVE: content making reference to or triggered by current events. e.g. sports results. A great example was a recent Cannes Award winner from Kinetic UK and Lynx to raise awareness of male suicide. Digital OOH copy updated every two hours to represent how often a male in the UK takes his own life. The executions played on the fact that trivial things such as avocados and tattoos are spoken about more often than the harrowing issues of suicide. Closer to home, we saw a great campaign from Vodafone, sponsors of the Irish rugby team, who updated their Digital OOH copy to congratulate the team on their historic win over the All-Blacks.
REAL-TIME: using data-feeds to pull content to screen in the instant it happens e.g. live copywriting. We saw this last year for the Euros when The Sun generated real-time commentary across digital OOH formats in the UK and Northern Ireland. The content included entertaining headlines and live updates about the matches for football fans. For example, when Northern Ireland took on the Swiss during the Euros, the content read ‘Stay Neutral and Cheer on the Swiss”.
RELEVANT: contextualising on screen content to the audience around each screen e.g. weather. HB Ireland had an innovative campaign running across the summer this year, using location-specific and weather-triggered content. When the temperature hit 17 degrees or higher, the humorous and colourful content displayed in real-time across Digitowers. The location of the advertising unit was also mentioned in the digital copy.
REWARDING: using advertising as a way of displaying up to date information, providing utility e.g. live traffic updates. When Santander in the UK took over sponsorship of the London bike scheme, they used Digital OOH and displayed more than 100 maps which showed the local Santander Cycle docking stations with real-time bicycle availability.
The Internet of Things (IoT) represents the next big boom in data generation and availability. IoT will account for 50% of data traffic by 2030. This in turn has a massive impact on Digital OOH, increasing the number of data sources and devices to connect with, making DOOH even more intelligent. For example, Jaguar F-Pace launched with the UK’s first traffic data DOOH campaign. Using TomTom, Jaguar was able to access real time data and serve different content depending on the speed of traffic. Slow moving traffic was served copy with more text while fast flowing traffic was served primarily image based copy.
Working off the “IF THIS, THEN THAT” command, Digital OOH can optimise everyday activities and turn data into meaningful brand experiences. The media owners here in Ireland either work with 3rd parties such as Broadsign or Live Poster or have their own dynamic division such as JCDecaux Dynamic to deliver contextually relevant content for digital campaigns.
We’re missing a trick if we don’t take advantage of these digital OOH capabilities moving Out of Home from a passive to an active medium.
Talk to us to explore how you could be doing more with your DOOH campaign!