When done well, dynamic OOH is without doubt incredibly effective. We share some guidance on how to realise the true value of having it on your media plan.
Media giants Clear Channel, JCDecaux UK and Posterscope recently commissioned ‘The Moments of Truth’ study into the power of relevancy in Out of Home and the results were eye opening. Not only were consumers more engaged (brain responses were 18% higher) when viewing contextually relevant OOH campaigns, but spontaneous recall increased by 17%, proving that dynamic OOH can deliver 16% sales uplift!
So, with the evidence to back it up, what is stopping more marketers from seizing the potential of dynamic OOH? Here we reflect on our current campaign for Capital One, where over a period of three months, we’ve delivered truly reactive, localised, and contextual OOH every day. We share some guidance on how to realise the true value from having dynamic OOH on your media plan.
1. A creative platform that is flexible enough to live across long term brand building as well as more tactical executions: The longstanding platform that we developed for Capital One – One Good Thing – is big enough for it to live over the long term and has enough flex that it can be used in many different tactical ways. Testament to its simplicity, the team can effortlessly generate positive spins on news stories using the One Good Thing construct.
2. A flexible working model that allows you to be responsive: To conceive the hundreds of reactive lines, Fold7 set-up an internal fortnightly ‘writers’ room,’ where the whole creative department is invited, as well as anyone that would like to join from the wider agency (on the basis that creative ideas can come from anywhere). In this agile way, we looked at what is coming up locally in all the target cities in the weeks ahead, and word-storm lines. The best were presented in large batches to the client.
3. A streamlined process that minimises risk: We have established a streamlined workflow model with the client, their legal team, and the media owners, to ensure swift circulation of ideas can happen around an agreed sign off process. Often things are signed off via WhatsApp for ultimate speed. Crucially, we’ve built a mutual understanding with the Capital One team about how to best work together and have built their trust and respect. As a result, large volumes of executions are approved quickly and with little feedback.
4. Integrated partners who optimise delivery: Fold7 collaborated with DOOH.com, a creative production studio specialising in all things digital out of home. They took our designed OOH templates, and generated artwork at high speed and volume. They then used live data to determine when and which creative got deployed, and to what sites, so that it was timely and contextual.