Eric Kubischta gives Billboard Insider his opinion on why dynamic billboard feeds are underused.
I think the reasons can be grouped into the following:
Capability Awareness & Education
This – is probably our biggest weakness – Evangelizing the capabilities of our tools
In general, I think on the sales / agency side, the total awareness of what can actually be done is somewhat limited. Weather is the low hanging fruit yes, but, the ability for modern systems to utilize data to build campaigns is, at this point, without bounds. And sometimes, when some capability truly has little bounds, it is difficult to imagine or even enumerate all of the possibilities.
The IDEA is the critical component – Nearly every idea can be executed. Your creatives can react to the weather, the phases of the moon, the current price of gas, the number of free slushy coupons remaining, the changing price of real estate, how many tickets are left for an event, or the number of times people mentioned #johncena on TikTok.
Do you want to run a specific creative that rotates through the top 10 most popular Father’s Day Gifts on Amazon Prime, with different background colors depending on the location of the screen, but only runs after 6pm, on Friday and Saturdays, and only when the current price of gold is over $2400? You can.
A contrived example – but, yes, if that is your idea, that can be done…easily
Implementation
Once you have the idea, it should not take 10 days to setup this campaign. You should be able to start it tomorrow. And if you can’t – Why not? Push back.
Sometimes these complex campaigns become cost-prohibitive, primarily because many of the tools require that you involve programmers to build out these creatives. This is a giant barrier both in cost, resources and time.
A little plug for Lucit is that we provide tools so ANY creative team can build dynamic creatives – All on their own ,with easy to use editing tools and 1-click apps for adding data. If you want to build an MLB Live baseball scores creative and want it to automatically start / stop at game time – We have an app for that, and you can build that creative and deploy it in a few minutes. See https://lucit.app/MlbLiveGameScores for an example – anyone can do it.
Our tools can be used by the creative team at the OOH Media Owner, the Ad Agency or the in-house creative teams at your clients.
Value
All of the above is great, but, the MOST important thing we are doing with all of this, is bringing value to your brands and helping them market their products and services in order to help them meet their objectives.
Sometimes the value is simply reducing ad blindness (If an ad is changing it is more likely to capture repeated attention), but it is important to really think through the value proposition.
Building out creative campaigns that react to information, creates a flexibility for brands to deliver their message in new and exciting ways – It just starts with an idea.
Once you have that idea – Execute it.
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