Displaying one piece of content for days or weeks at a time was a fine way to do things in the era when static signage was as good as it got. Today, however, digital out-of-home is so commonplace that there’s just no excuse for sticking to the old static standard.
Digital screens are more vibrant, can display moving images, and can change their content to respond to ambient conditions. To break through to audiences amid endless distraction, finding ways to harness these capabilities to deliver dynamic content that catches the eye is crucial.
What is dynamic digital out-of-home content?
Dynamic content is any content that updates automatically. As a general category, this can include motion or video content, though these are basic examples. More impressive dynamic content will offer static, moving, or video imagery that changes in response to a preset trigger or condition being met.
This can include differences in ambient conditions, updates to integrated data streams, and even data from on-location audience measurement tools like foot-traffic counts or facial scanners. Whatever the data source used to trigger changes in the content, the goal is always to draw on that data to provide a more appealing, more relevant content experience.
Common dynamic content triggers
The data streams that can be used to trigger dynamic content delivery are effectively limitless. If there’s a data source, a digital out-of-home network can probably integrate it to drive dynamic content. Here are a few examples of common data sources harnessed for dynamic DOOH:
Anonymous audience video analytics
Uses camera sensors to identify the age, gender, and other distinguishing characteristics of individuals passing by DOOH displays and change your content based on the user.
Example campaign: This interactive campaign by GMC used facial recognition to deliver different messages to different demographics passing by the screen.
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Uses technology to superimpose a computer-generated image into the user’s physical environment. Advertisers can use AR to shake their audience out of their everyday routine with an eye-catching display that changes people’s perception of their environment.
Example campaign: This campaign by JCDecaux Hong Kong does a great job of using cameras and DOOH to turn an everyday street into an exciting landscape that encourages viewers to travel.
In high-traffic locations where there’s plenty of foot traffic, such as airports or train stations, sync multiple screens together and execute a location take-over that tells your customer a story they’ll remember.
Example campaign: AT&T wanted to treat shoppers to an immersive brand experience, and used a takeover of in-store screens to do just that.
POS System Data
Sync your DOOH campaign to point-of-sales data and display inventory that’s currently on sale or change what’s displayed on your DOOH screens as inventory levels fluctuate in-store.
Example campaign: To better reach shoppers at its locations, Tesco partnered with JCDecaux to create a network of digital signs that changed according to data from the stores’ POS systems.
Social media and news integration
Use a feed from Facebook, Twitter, Instagram or a major news outlet to display dynamic, real-time content that is pertinent to your consumer. Capture their attention and grow your social media strategy.
Example campaign: In 2016, The World Wildlife Fund UK partnered with Exterion and TINT to bring tweets bearing the hashtag #EarthHourUK to DOOH locations across the country.
Change your DOOH content based on real-time weather updates or location and show contextual ads that capture a consumer’s attention as the weather changes.
Example campaign: The Tate Britain campaign from 2014 used real-time weather and traffic data to change content on digital screens.
Capabilities networks need to enable dynamic DOOH
It takes more than will and a good idea to bring a dynamic DOOH campaign to life. Selecting the right digital signage software and providing access to key technological capabilities will allow network owners to do a better job of appealing to buyers.
Support for diverse content formats
For content to be dynamic, it needs an element of dynamism. Network owners should therefore ensure their digital signage or DOOH software supports the delivery of formats like the following:
- Video content
- HTML5 media
- Live feeds
- Fully interactive computer applications
By supporting these kinds of content, networks open the door for all kinds of eye-catching, truly dynamic campaigns.
Real-time data integration
Dynamic DOOH campaigns often rely on external data feeds to trigger changes in onscreen content. Ensuring your signage platform not only supports data feeds, but supports a variety of them, can ensure it has the flexibility needed to accommodate all sorts of creative campaigns.
Some of the common data integrations advertisers demand include:
- Time of day
- Audience measurement
Conditional and triggered playback
Being able to adapt to changing circumstances is what dynamic DOOH content is all about. For that reason, it’s important that networks make it possible for screen content to change in response to ambient conditions or triggers.
Some common conditions and triggers include:
- The presence or predominance of a particular audience demographic
- Local, national, or international special events
- A particular piece of content last played on the screen
APIS for Third-Party Software Integrations
Incorporating third party software can be a good way to deliver familiar, personal, and powerful features or services to a DOOH network’s audience. Enabling at least some of the more common types of third-party software integrations can be a good way to attract big campaigns to a network.
Some common integrations include:
- Social media feeds (often using hashtags)
- Mobile (remote control, QR codes)
- Audience measurement software
Some of the most fun dynamic campaigns invite audience members to interact with a display to manipulate or trigger content on the screen. Particularly in smaller settings where an individual may turn to a digital screen for extra information or entertainment, interactivity is great to have.
Some common interactive features include:
- Touchscreen control of on-screen elements
- Gesture control to manipulate screen images
- Wayfinding or information services for a business, building, or area
Dynamic content is one of the key differentiators that makes digital out-of-home media so much more exciting than static out-of-home. By taking steps to add the most common and popular dynamic features to your network, you’ll instantly make your network more appealing to big buyers with big ideas they’re looking to implement.
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