dynamic Archives - Page 2 of 8

Welcome to our DOOH News for August 2019. This month, we’ve been busy working hard on a brand new campaign for Google, exploring new technology for augmented & mixed reality and much more. Enjoy!

This month… Google owned British Summertime!

Google extended its “Make the Most of Summer” campaign with a responsive, data-driven digital OOH push, demonstrating how Google is there to help you enjoy the Summer.

In other news…

Want to find out how some of the world’s biggest entertainment brands are using digital OOH to bring their shows to life?

Our Creative Technologist shares a behind-the-scenes look at Mo-Sy’s StarTracker technology for Augmented & Mixed Reality.

Here’s our latest showreel, showcasing the creative possibilities of dynamic for digital OOH. Enjoy!

Want to know what campaigns made our Top 5 Dynamic Digital OOH Campaigns?

It was amazing to see our key digital OOH moments highlighted in this piece from Campaign Mag.

Our CCO Dan Dawson gave us a backstage view of Outdoor Cannes Lions 2019, plus a look at Digital’s progress within the category.

Here’s our tips for successfully rolling out global digital OOH campaigns.

We hope you’ve enjoyed our DOOH News for August 2019. If you would like to start receiving our monthly DOOH Newsletters in your mailbox, then please sign up here.

Entertainment insights for Digital OOH. Spider Verse Times Square campaign

Charlotte Jones, Marketing Apprentice, shares how the biggest entertainment brands are using digital OOH to bring characters and storylines to life.

Did you know that US consumers spend almost as much time watching videos as they do working?¹ Or that over 60% of Millennials and Gen Z consumers stream videos daily?² Whether you’re a film buff or a series binge-watcher, or maybe you got an account simply to see what all the fuss about Stranger Things is, streaming is a part of our everyday lives.

So it should come as no surprise that the world’s biggest entertainment clients are revelling in it – with epic digital OOH campaigns. We’ve worked closely with brands such as Amazon, Spotify, Disney and Netflix to craft memorable digital OOH experiences that bring characters and storylines from popular shows to life.

Let us show you a few examples…

Amazon Prime Good Omens

Amazon Prime brought Armageddon to Times Square with this awesome Augmented Reality experience for Good Omens.

Netflix The Haunting of Hill House

Netflix scared fans with this horrifying, Augmented Reality experience for the Haunting of Hill House at Comic-Con NY 2019.

Disney My Disney Side

Disney shared the magic at this unsuspecting mall, with an immersive Augmented Reality experience!

With the dawn of digital, it should come as no surprise that 46% of internet users say that they prefer to access music through online services than buy it offline.³ Considering there are over 7 billion internet users in the world… that is a lot of people!⁴

As well as “video on demand” brands, we have also worked closely with some of the biggest music entertainment brands, including Spotify and Google, to create awesome dynamic digital OOH campaigns. Both of these examples played important roles within the brand’s broader campaign strategy.

Spotify 2018 Wrapped

Spotify gave their premium users the chance to see their ‘wrapped’ playlist appear on iconic billboards in New York, London, Berlin & Melbourne.

Google Play Music

Google Play Music showcased the app’s ability to suggest the perfect soundtrack for the consumer’s mindset at that moment.

Want to discuss your upcoming digital OOH plans? Get in touch!

Google extended its “Make the Most of Summer” campaign with a responsive, data-driven, nationwide, digital OOH push that demonstrates the little ways in which Google is there to help you enjoy the summer.

The campaign showcases Google’s Search functionality with popular city-wide summer search terms, such as ‘Best ice cream in Glasgow,’ or ‘Parks near me,’ for example.

Full motion sites across London, Manchester, and Birmingham, also list the results for search terms, including star ratings, opening times, and map directions with creative also reacting to time of day and local weather conditions, to provide the most relevant creative in the moment.

At Old Street EC1, Google’s long-term digital holding in London, creative features additional location-specific, weather, time, day, and temperature triggers, and also taps into cultural events such as The Ashes, to contextualise creative during the campaign.

Google Data-Driven Digital OOH

Created by 72andSunny Amsterdam, and produced by Grand Visual, the campaign was planned and booked by OMD and Talon and runs across transit, retail and city-centre locations until the 25th of August, with an extended run at Old Street roundabout.

Dynamic creative is delivered via OpenLoop, the Dynamic Creative Optimisation ad server from ad tech specialist QDOT.

Graham Bednash, Director of Consumer Marketing at Google UK, said: “There’s something unique about the British interest in the weather and the way we react to summer. We love the way this campaign really captures that and shows how Google Search and Maps can help people make the most of it.”

“Dynamic campaigns of this scale are archetypical of where the OOH market is headed following years of digitisation and investment. It’s awesome to see Google marketing continuing to lead and believe in the DOOH space with an epic campaign that is tactical, reactive and responsive.” Dan Dawson, Chief Creative Officer.

Welcome back to another Top 5 countdown! Today we’ve narrowed down our favourite dynamic campaigns to just five (plus some honourable mentions).

If you missed the last countdown, where we picked our favourite augmented reality campaigns, you should definitely check that out.

So drum roll please… in no particular order, here are our top 5 dynamic digital OOH campaigns.

1. Spotify: 2018 Wrapped

To celebrate the end of another great year, Spotify revamped its popular campaign “Wrapped” with a dynamic, digital OOH twist! Spotify’s premium users were encouraged to sign up for a breakdown of their year in music – for the chance to appear on iconic billboards including Times Square and Piccadilly Lights. The campaign gave over 7000 ordinary people the chance to see their name in the famous lights. What an awesome way to wrap up a year!

2. Google: Introducing Explore

To encourage New Yorkers to explore their exciting city, Google launched this contextual, digital OOH campaign. Based on Google Maps’ latest features, the campaign made the public aware of new places and even reminded residents to check out places that they haven’t visited in a while! We love this campaign as it’s messaging continuously evolved based on what was going on at the time. Live in the Summer of 2018, “Introducing Explore” went on to win a silver OBIE!

3. Hiscox: Cyber Live

In a digital OOH first, cybercriminals were unknowingly behind this unique campaign for Hiscox Cyber Live. To drive awareness of cybercrime to small businesses, the campaign creative was responsive to real-life cyber attacks. As each attack took place, a spot on the poster would flash and pulse. A dynamic campaign that was truly unique, Cyber Live went on to win numerous awards including “Campaign of the Year” at the Campaign Media Awards 2019.

4. McDonald’s: The Iconic Weather Forecast

We’ve seen a few dynamic weather campaigns over the years, but none as innovative as the Iconic Weather Forecast. Taking advantage of the ever-changing UK weather, McDonald’s decided to forecast the weather with a savoury twist. Overturned fries became rain, cheese-burgers became sunshine and chicken nuggets became snow… A chip dipped in sauce became the nation’s thermometer! The dynamic campaign was so popular in fact, that it ran for a second year in 2019.

5. Benadryl: Pollen Counts

Benadryl came to the rescue for hay fever sufferers with this clever, dynamic campaign. When pollen counts across the UK were irritatingly high, the reactive-creative alerted sufferers, prompting them to take action with Benadryl. Winning multiple awards, including a COOH award, the successful campaign was re-booked every summer for three years.

Honourable Mentions

It was so hard to pick just 5 dynamic campaigns, that we had to add these honourable mentions as well… Enjoy!

Top Dynamic Digital OOH Campaigns

Specsavers owned trending news and gossip with this hilarious campaign; prompting consumers to ask themselves if a leaking phone was more important than regular eye tests…

Exploring London was made easier than ever with this data-rich campaign for Google Outside. The digital OOH campaign went on to win two Cannes Lions later that year.

The out-of-home industry’s leaders encouraged other industries to “Get Out of Home,” with this tactical campaign.

Who would have ever thought that a camera-wearing cow would make for pure digital OOH gold…

We hope that you’ve enjoyed these campaigns as much as we do; stay tuned for our next countdown!

To capitalise on the British Summer weather, San Miguel have launched a temperature-activated digital OOH campaign.

San Miguel Temperature Activated Digital OOH

The UK-wide campaign tempted consumers in the hot weather with a refreshing San Miguel and directed them to the nearest retailer. The campaign was displayed on sites in close proximity to grocery stores, pubs and other San Miguel retailers nearby.

Created by Pablo London, the dynamic campaign was only activated when temperatures rose above 18 degrees Celsius. OpenLoop, the DCO ad server from ad tech specialist QDOT, used the weather API feed to update creative in real-time.

Produced by Grand Visual, with planning and buying by Initiative, the summery campaign was live from 20th June through to 27th July 2019.

To promote the cold drinks available on its McCafé Iced menu, McDonald’s has launched a weather reactive digital OOH campaign.

Weather Reactive Digital OOH - McDonald's McCafe Iced

The UK-wide campaign showcased the brands’ latest cold drinks, just in time for Summer. Created by Leo Burnett, the bright campaign creative featured two cold drink products, “Strawberry Lemonade” and “Millionaire’s Frappe.”

When temperatures rose above 22 degrees Celsius, campaign creative was played out on screen. If temperatures rose above 25 degrees Celsius, campaign creative updated to also include the live temperature and city name. During the evening as the temperature dropped, the live temperature and city name was removed from the creative.

The campaign was produced by Grand Visual, with planning and buying by OMD and Talon. OpenLoop, the DCO ad server from ad tech specialist QDOT, took the weather API feed to update creative in real-time. Live from 27th May, the campaign will run through to 28th July 2019.

Sarah Hetherington, Senior Marketing Executive, shares her top tips for any dynamic digital OOH campaign.

Digital OOH isn’t just putting static artwork onto a digital screen. The creative potential of the medium is huge, DOOH has the unique benefit of being able to be updated in real-time according to various data triggers like the time of day, temperature, or even train times.

You can advertise ice cream when the temperature climbs above 25 degrees Celsius and hot chocolate when it dips below 15. Studies have shown that contextual creative works and is 49% more effective* overall than non-dynamic advertising.

The challenge for our industry is how we can do more to fully utilise the technology that has been developed for these digital screens.

So how to begin? We have put together our top three tips on how to craft dynamic content for digital OOH.

How to craft stories around live data

Audience: Who are they?

Having a strong understanding of your audience is key. It will allow you to tailor your content in a way that’s engaging and relevant.

Think about what your audience will be doing when they walk past your creative. Are they on their way to work? Do they actually have time to stop and engage, for example in a shopping centre?

Once you know who you are targeting, you can begin to craft your story.

Moment: What is their mindset?

There are many different data types you can use to make your content more relevant and contextual. From location, to weather, date, time of day, trends, local events or holidays.

To decide what will be the most relevant, it will come back to your audience and what might be affecting them at that moment.

Gauge their mood, need state and attitude. This will feed into what type of trigger data will be the most effective. Are they on their way to work and thinking about their journey? Or is it hot and they’re contemplating a cold drink?

Considering the “moment” in which your message will appear can enable you to use the data that will provide the most benefit to your audience. Meaning not only will your campaign be noticed, but your message will be appreciated.

Message: What will deliver a timely & impactful message?

Message is the element where everything comes together. By strongly identifying your audience, and considering the ‘moment’ you will be reaching them, you can choose the most relevant data & contextual elements with which to craft your message.

Think about how those data types can be integrated within creative that befits your brand or product, and in a way that makes sense for consumers.

By taking the time to curate and craft creative messages, you will have the ability to update the content throughout the duration of the campaign, based on your preset data triggers.

Dynamic Digital OOH

Digital OOH is constantly evolving as technology improves, and brands are looking to be more strategic with their advertising. The challenge is to broaden the scope of campaign creative currently seen on digital screens. There’s huge potential to deliver multiple messages for multiple audiences and really maximise your impact through the integration of dynamic content.

The capabilities of digital OOH far extend using the same print creative on a digital screen. As an industry, we should be pushing to better utilise the technology available and craft some memorable data-driven stories.

*LivePoster The Dynamic Difference

McDonald’s are celebrating the return of their highly anticipated Monopoly prize game with a tactical, digital OOH campaign.

Mcdonald's Monopoly digital OOH

The UK-wide campaign encourages consumers to get “peely peely” for a chance to win, by reminding them how many prizes have already been claimed!

Created by Leo Burnett, the campaign creative features a live counter bordered by subtly-animated board game pieces and prizes up for grabs. Using data from a live API feed, the live counter capitalises on the consumers “fear of missing out.”

The campaign will run in two phases. The first phase will show consumers the number of prizes that have been claimed at a national level alongside the catchy call to action, “get peely peely for your chance to win.”

Similarly, the second phase will also show the number of prizes that have been claimed – but at a regional level. Twenty UK cities were carefully selected and campaign copy was tailored. For example, “10,000 prizes already claimed in Birmingham,” alongside the same call to action.

The campaign was produced by Grand Visual, with planning and buying by OMD and Talon. OpenLoop, the digital OOH campaign management platform from QDOT, takes the live prize data feed from McDonald’s and distributes relevant creative to Media Owners across the UK.

This first appeared in Digital Signage Today on March 29th 2019.

Ric Albert, Creative Director at Grand Visual shares 3 ways to bring digital OOH creative to life.

OOH continues to outpace other traditional advertising, fuelled by fast growth in DOOH revenue which is expected to continue at a rate of 10% per annum, globally, until 2021. In the UK, digital now accounts for an impressive 50% of total OOH spend, and other markets across Europe and APAC are on a similar trajectory, with the U.S. now also at almost a third. Globally, 2019 is shaping up well for DOOH.

Creatively, for me, it is the sheer size, impact, and ubiquity, of digital screens in cities around the world that make it an exciting canvas to work with. Full motion creative is a game changer when it comes to crafting engaging stories for out of home audiences. Study after study has revealed that motion delivers more impressions, for longer, and drives ROI.

The effect of good quality creative on the medium itself also enhances the value of that media. However, I was dismayed to learn recently from one of the U.K.’s largest media owners, that just 10% of the creative delivered to their full-motion digital portfolio is animated. I’ve been scratching my head ever since.

Can it be budget constraints? Are advertisers overwhelmed by the diversity of formats, locations, and technologies that make up the DOOH landscape? Plus with so much discussion focused on what the medium can do now, and in the near future, as a programmatically enabled, blockchain assisted platform, it is easy to see how some are finding the endless possibilities daunting.

So to all those advertisers who are still unsure about how to approach the medium, or are still using DOOH as an extension of their standard print or static outdoor work – here is a back to basics guide for crafting good quality, full motion DOOH creative. Based on three simple fail-safe tips that won’t break the bank.

1. Add motion

Generate creative that works harder. I’m talking motion. Motion, motion, motion! It attracts the eye, it helps to tell a story, it delivers drama and emotion. It brings a totally new dimension. It delivers cut through. It’s the absolute must-have for visual communication. It seems so obvious and yet we still see so much DOOH advertising that is static.

If your formats have it, use it! The power of motion helps an ad come to life. Sometimes, it doesn’t need much — a sprinkle of animation can elevate the creative into something memorable. Take advantage of the video content that may exist. Seek out the TV spot or trailer. It will have shots in it that bring a depth and richness to the DOOH creative.

Digital isn’t just pixels instead of paper, it gives us the opportunity to do more. We should be harnessing the potential of DOOH and stop using it as just another delivery file. It’s all about creative impact. And sometimes, a JPEG just isn’t that impactful! We can easily push beyond traditional print with animation, videos, live and updatable content.

2. Timing is everything

Be mindful of your environment and duration. All signs point to shorter sharper messaging being the way to go, but depending on the environment and duration of the digital screens you are using and what you’re trying to accomplish — longer form copy can work too.

Consider the difference between a five, a ten and a 20-second execution. Are you giving yourself enough time to establish your brand and message? Are you using the full duration of the execution wisely? Are you putting appropriate creative into different environments? Is there the potential to deliver multiple brand messages?

DOOH allows us to build a layered and nuanced piece of communication. Delivering a complex message or a last-minute offer is something that DOOH is great at. For example, in a ten-second piece, the creative can start with a call to action, proceed to the offer and finish with establishing the brand proposition. Separating these messages into bite-size pieces allows the audience to take in each element without being overloaded. It’s digestible and impactful and works for the dwell time.

Intelligent scheduling can make all the difference. Create something for the morning commute and another message for the evening. Or communicate with your weekend audience in a different way from the midweek crowd. Subtle changes in copy can build real depth to your campaign.

3. Be contextual

Digital OOH is a connected media. We are already serving creative that adapts to real-time feeds, such as weather, traffic flow, and social media trends. The infrastructure is in place so it makes sense to get the media working hard with useful and relevant messaging that can change and evolve during the course of a campaign.

Now, campaigns can adapt and respond to conditions and real-world events, or feature last minute deals that push different products to different audiences at different times in the day. By harnessing the context effect, brands can achieve cut through and turbocharge the relevance, and effectiveness of their advertising messages.

So the challenge is on for 2019 for all of us to ditch the JPEG. To be creative. All of the time. It doesn’t have to eat up your budget, it just has to move. Let’s ditch the JPEG and get the creative working harder. Let’s maximize the potential of the medium, use the full canvas, duration, and be relevant, and contextual. Let’s capitalize on the unique creative opportunity that DOOH provides for brands and audiences alike.

Spider-verse times square augmented reality digital ooh

This first appeared in Broadsign on 28th February 2019.

Ric Albert, Creative Director at Grand Visual discusses the recipe for a great digital OOH campaign.

“Tell an amazing story.”

To get people engaged, and to give your campaign another life, a solid story is a must. This is how a piece of digital out-of-home content goes from a simple advertisement to having a true impact on people’s lives.

Ric took part in our Broadsign Summit Creative Panel this year at ISE, along with Keith Nilsen from voodooh, and Oskar Op de Beke from Kinetic Worldwide, to chat about how creativity and dynamic content are the building blocks of a successful digital OOH campaign. If you haven’t done so yet, be sure to watch the panel, and check out our Q&A with Ric below, where we pick his brain to see why he thinks is a creative DOOH campaign is important for brands to tell their stories.

Why should a brand add digital OOH to their marketing mix?

Digital out-of-home has a different type of reach than any other medium at the moment. With digital signage, we’re able to create real-life experiences and interactions that aren’t quite possible in the world of print and online. OOH can evoke emotions and can add contextuality and relevancy, much of which is lost with other channels.

Digital out-of-home is still a fairly new medium and is showing impressive growth. It’s less saturated than other media channels and has yet to encounter the same ad-blindness and scroll-past effect that online channels are currently struggling with. Out-of-home is a great tool to cut through ad clutter and is a smart addition to a multi-channel campaign.

What is the recipe for a great digital out-of-home campaign?

There is one main ingredient for a DOOH campaign to be amazing, and that’s a great creative concept. The technology or anything else involved in the campaign is merely a tool to build a story that will truly engage the audience. They are what helps the story to come to life.

At Grand Visual, we craft stories that lead to a valuable end-experience for the user, and that’s whether we’re working on a campaign for a few people walking by or a group of people gathered in Times Square. No matter the screen, the goal is to create something that the audience wants to interact with.

We often see digital OOH campaigns that are too focused on the tech aspect, not really thinking about how the creative concept will fit in. For a campaign to be a success, you need to first consider the story that needs to be told. Then you need to think of how technology will bring you there.

Now once you have your story settled, another ingredient necessary for a successful campaign is a collaboration between all different media partners. This can be a large list, from screen media owners to in-house creative agencies to developers, so it is important to select partners that are all aligned with the campaign vision.

The best campaigns are those where you don’t necessarily notice how it’s built or why it’s built – they just leave you with a smooth, creative and interactive campaign. And if you have a campaign that engages people, you’ve done what you needed to do.

How do brands determine the goal of their digital out-of-home campaign?

As with any channel that doesn’t provide a clickable link, having purely quantitative numerical results can be a bit difficult with digital out-of-home. While the launch of a campaign can definitely be correlated to values like sales uplift, an increase in store foot traffic or website visits, it’s also important to have goals based on how successful the campaign was at storytelling or audience engagement.

As one of the media channels showing the most growth, brands clearly understand the value digital out-of-home brings. With its reach and storytelling potential, DOOH is particularly strong for brand awareness and retention campaigns.

Of course, campaign goals have an impact on the type of story you want to tell with a DOOH campaign. Do you want to use your DOOH campaign to create social media buzz? Do you want participants to interact with the screen in the moment? Do you want to amplify a multi-channel campaign? These will all influence the storytelling approach you take.

The main thing brands need to do here is work closely with their DOOH creative agency or team to determine the appropriate messaging for their needs. DOOH is definitely not one size fits all and each campaign should be unique in its strategy and resulting campaign creative.

How does digital out-of-home work in a multichannel campaign?

What’s interesting about digital OOH is that it can be a bit of a chicken and the egg situation. Which comes first? A great DOOH campaign that gets shared on social media or makes the news? Or a cool social campaign that drives dynamic DOOH content?

At Grand Visual, we’ve worked on campaigns from both of these angles. Whether we’re creating an original piece for digital out-of-home, or working with existing content from TV or online, the key here is to make sure messaging is consistent across all channels, but at the same time tailoring it for DOOH.

What are some of your favourite digital out-of-home campaigns?

I love campaigns that can evoke a reaction or some sort of emotion. As an industry, we should collaborate and celebrate everyone who pushes the creative limits of the medium, from media owners to tech platforms to creative agencies.

One of my favourite campaigns in the last year was by Spotify. The campaign was dynamic, clever and used user-generated data. They were able to create a story that was completely localized in each country and delivered to digital OOH screens around the world ensuring a global impact.

I also loved the campaign for Spider-Man, Into the Spider-Verse, where visitors at Times Square were able to transport themselves into the movie’s animation style in real-time. There’s something so exciting about thousands of people interacting with a campaign. An advertisement that really becomes part of someone’s life is one that truly has strength.

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