JUNE 2024MARTECHOUTLOOK.COM8IN MY OPINIONWhen someone mentions out-of-home (OOH) advertising, what comes to mind? Is it a large billboard on the highway, a sidewalk sign promoting a business or is it a highly-sophisticated programmatic ad medium? Honestly, it's probably not the last one; however, this article will cover why it should be.The Power of Dynamic CreativeHistorically, OOH has been a static one-to-many medium, and there's nothing wrong with that. Traditional OOH ads are very good at getting brand messages in front of a lot of eyes and building awareness. But to push ahead as a leading marketing channel that moves buyers down the funnel, OOH has evolved to offer dynamic creative capabilities that bring relevant, targeted and effective messaging to audiences.Dynamic creative uses data to inform specific elements within an individual advertising asset ­ automatically swapping out things like product images, taglines, ad copy, offers and more to create tailored experiences for specific audiences."Dynamic creative continues to push the out-of-home industry forward, allowing for messaging that can be highly tailored for relevance in a specific moment in time and use case - without requiring endless manual work." ­ Laura Brandes, Group Director at Rapport.When it comes to dynamic creative, the sky's the limit for how brands can customize their advertisements based on data inputs ­ here are some of the most compelling use cases:By Leslie Lee, SVP of Marketing, Vistar MediaUNLOCKING NEW POSSIBILITIES IN OUT-OF-HOME WITH DYNAMIC CREATIVEDOOH is a proven advertising channel for driving foot traffic to specific retail locations. With dynamic creative, DOOH ads can direct consumers to the nearest store and show details on the distance to get there.Whether brands are seeking to drive tune-in, sell tickets, promote a betting platform or encourage visits or sales around a social viewing moment, pulling in the latest match-up details or even in-game scores creates urgency and relevance.Weather is one of the biggest factors that influence consumer buying behavior. Luckily, the flexible nature of DOOH allows advertisers to automatically swap creative elements like Leslie Lee
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