Aaron Poole, marketing executive, PML Group with this week’s Out Look on Out of Home Diageo continue to be to the fore when it comes to Dynamic OOH advertising in the OOH market. Recently we reported on Guinness Storehouse’s latest Dynamic offering featuring proximity and weather triggering. This week, we share Rockshore’s Cider campaign featuring location-specific creative.
Brought to life by PHD and Source out of home, the campaign’s dynamic elements accompany OOH across large roadside formats. Displaying across Digital 6s, the creative uses location data to display contextual messaging to consumers in locations across Dublin, Kerry, Louth, Sligo and Westmeath. The campaign uses PML Group’s Liveposter Precision platform to manage the content form one central source.
The Moments of Truth research published by Posterscope, JCDecaux and Clear Channel showed double digit percentage improvements in brain response, recall and sales for campaigns that used contextually relevant digital OOH messages. Summer is an ideal period to target the mass movement of audience around the country with scalable digital innovation. Outdoor is a medium well-suited and capable for contextual messaging.
Dynamic capabilities to update Digital Out of Home panels in real time via Liveposter allow for hyper-contextual creative, while MAPS – our inventory and audience visualisation tool platform – can assist with strategic placement on high-impact poster and digital sites. Our Media Impac.
