Digital out of home advertising (DOOH Advertising) is a term used to describe any advertising that occurs on digital screens, displays, and placements outside of the home. Within the space, dynamic content can have a huge impact on ad performance and results. In this article, we explore exactly what dynamic content is and how it works.
What is Dynamic Content?
Put simply, dynamic content is any piece of advertising content (on digital screens) that changes based on user behavior.
Within the online space, dynamic ads use data on past internet use to enable advertisers to reach their target audience. Often this comes in the form of retargeting campaigns in which someone who has historically viewed or searched for a product will be shown related adverts.
In recent years, dynamic content has also been utilized in outdoor advertising. The number of people who are likely to see an advertisement on a digital screen. This can be measured by adding a camera or sensor to a digital screen and integrating an audience analytics technology to measure people who are within a close proximity (usually within a 10 meter range) to the digital screen. Another way for media owners to measure this data is by employing a third party research company to gather the data for them instead.
What is dynamic in DOOH advertising?
Whilst traditional outdoor advertising is fairly two-dimensional, most often incorporating simply a sign with text and images on it, dynamic content within digital out of home advertising (DOOH Advertising) creates more of an experience for its audience. It is often more immersive and engaging.
Video ads and motion content are engaging and considered dynamic content. However, a more advanced form of dynamic content is that which is able to adapt according to contextual factors such as weather and demographics.
An example of this form of dynamic content is a certain video ad being shown to a woman as she walks past a piece of digital out of home advertising (DOOH Advertising) and a different piece of content being shown to a man. This process of personalized advertising happens automatically on the digital screen.
Static content vs Dynamic Content in digital out of home
To better understand dynamic content in digital out of home, it helps to understand static content too.
While dynamic content utilizes digital screens (or digital billboards), static content is most often printed, utilizing signs, light up signs, car wraps, banners, billboards and street furniture. Usually, static signage is decorative as well as informative, forming part of a scene in any city or town that we are all familiar with.
There are a number of benefits to static signage. It is easy to make it visually appealing and usually it can be created and maintained at a very low cost. Maintenance is easy too, which means return on investment can be fairly high. However, if an ad is printed with any errors this can be a costly mistake and can take a lot of time for the advertisement to be replaced.
This is not the case with dynamic content as changes can be made to content on the fly and with little to no disruptions. There are also a number of other clear benefits to dynamic content over static content. Most obviously, they are more visually appealing due to their brightness and movement. They are also more ethical in that they are environmentally friendly since no paper is needed for printing creative content.
The main benefit of dynamic content, though, is that it can provide levels of targeting and personalization impossible to replicate with static ads. Personalized advertising content has been shown to not only convert more highly, but to be preferable to many audiences.
Through software like Sightcorp’s which analyzes demographics based on facial landmarks, advertisers can display content based on real-time circumstances. For example, the most relevant ads for women of a certain age will be displayed automatically when someone of that demographic walks by (personalized advertising). The impact of this can then be analyzed by measuring audience attention and mood to determine campaign effectiveness.
Dynamic content and digital displays are more expensive to set up and run initially than static signage but they are also more cost efficient in the long-term. Advertisers can reach their target audience and increase conversion rates whilst media owners can more easily prove the value of their ad space using granular audience insights.
Understanding Dynamic Content
To understand more completely how dynamic content works within digital outdoor advertising, we need to understand the different types of dynamic content triggers. These are factors that can influence content on digital signage to change.
Real-time environmental data from digital displays that incorporate temperature gauges, accelerometers and air quality sensors can be used to trigger relevant ad content. On a warm day, for example, ad content showing cool drinks could be triggered.
Mobile location data:
Through location data and WiFi tracking, data can be gathered around audience demographics that can be used to trigger specific ad content in DOOH advertising. This is not as effective of a method as audience video analytics, however, as it does not provide accurate information about engagement with the digital display.
Audience video analytics:
Audience video analytics software (such as Sightcorp’s DeepSight) means that optimized advertising content can be triggered in digital OOH advertising. These triggers could be based on age, gender and more. For example, different content could be shown on digital screens to groups and families as opposed to individuals.
What makes Dynamic Content effective?
Dynamic content allows advertisers to engage more deeply with their audience. When shown personalized and engaging content, audience members are more likely to take action and, when they don’t, to remember what they have seen and return to it in the future. One study even showed that 47% of people who saw a digital display one month specifically remembered seeing it appear on screen.
With audience video analytics software, advertisers can understand more about the demographic of people viewing their digital out of home content and make tweaks to make it even more targeted and successful.
To find out more about accelerating the impact of dynamic content and digital signage with Sightcorp’s audience video analytics software, click this link.