Dynamic Content & Contextually Relevant Advertising

It’s a well-known fact that Digital-Out-Of-Home offers marketers many more opportunities than traditional static billboards. The ability to upload creative in real-time, and change messaging at a whim makes communicating messages to potential customers so much more efficient and effective.

In the past it was difficult to promote events and sale pricing, because by the time you had printed and installed the billboard skin, the information would be out of date, and if the information changed at any time, it was difficult to pull it down. Now with digital, it can be done in mere moments.

The ability and dynamic capabilities of digital are hugely valuable to advertisers with recent studies showing that campaigns that are dynamic and contextually relevant have a 49% increase in overall effectiveness compared to those that aren’t. Message recall also increased on average by 40%, clearly demonstrating the impact tailored messages provide*.

Our recent Welcome to Our Crib creative for Ikon Communications site tour is a great example of contextually relevant messaging. In less than 30 minutes, a selfie was taken, creative constructed and uploaded to ODNA’s network of digital billboards creating a timely and ultra relevant message.

  ODNA branded time-relevant creative welcoming Ikon Brisbane to a Site Tour.

ODNA branded time-relevant creative welcoming Ikon Brisbane to a Site Tour.

The future of digital lies in technological advancements. Already we can use live data to update creative messages in real time, a dynamic concept which can be applied in a countless number of ways. Currently Telstra Stores Townsville are providing a live Weather Forecast to update the local community of the current weather, as well as future forecasts.

“Telstra Stores Townsville are proud to provide up to date weather forecasts as well as Heat Wave and Storm Warnings to warn the local community of imminent weather changes that may impact them. As part of the local community we are committed to connecting people through the power of technology.”

  Telstra Stores Townsville Weather Forecast.

Telstra Stores Townsville Weather Forecast.

The Weather Forecast is also triggered by changes in the weather, for example, if the temperature rises above 35° a heatwave warning will display, alerting motorists of the need to stay hydrated and take care. Similarly, if a storm is predicted for the area, a storm warning will play, urging people to take shelter and stay safe. These real time updates allow Telstra Stores Townsville to provide relevant information to the benefit of the community.

  Heat Wave Warning displays at 35°

Heat Wave Warning displays at 35°

  Severe Storm Warning with Live Radar feed.

Severe Storm Warning with Live Radar feed.

With the abundance of data available today, this technology can be used in a multitude of ways. From a fast food company promoting coffee when it is cold, and ice-cream when it’s hot, to a travel agency promoting prices on travel fares, or a retail store promoting current prices on stocked items. The opportunities are endless, and can be custom designed to provide dynamic engagement and contextual relevance for brands amidst the minds of audiences.

Source: The Dynamic Difference. LivePoster 2017.