By the Up To Something team, Richard Molinaro and Todd Turner

Dynamic content is the show-off of the digital billboard world. It can change on a dime, pull in live data, and react to what’s happening in the real world right now. At the very least, use that power to be useful. Give viewers information they actually want in the moment.

We’re not talking current time and temperature. Everyone’s car has that feature.

Push it further. Twist the data. Play with it. Make it part of a bigger idea.

That’s when dynamic content turns into a mini performance.

Johnsonville

Rebranded a three-day forecast as a “grillcast.” Sunny days meant icons for sausages and grills, while rainy days stuck with the actual forecast.

Thermo Twin Windows

Showed the current weather (not useful) but paired it with witty, weather-specific copy that made the data part of the creative instead of just background noise.

Spectrum Cable

When it was currently raining at the billboard’s location, the creative would mimic glitchy satellite TV, with the copy reminding viewers that bad weather and satellite service don’t mix.

Lancaster Stormers

Displayed an urgent storm warning on game days, playing off real-time weather alerts to build hype for the “storm” happening at the ballpark.

Wondering how to use dynamic content more dynamically?

Get in touch. Let’s brainstorm.