Dynamic feeds have historically been underused by advertisers in the OOH space. A Billboard Insider post last month named several reasons why, and we at GreenSigns agree: the biggest reason is the lack of capability awareness.
Dynamic feeds offer tons of unique ways for advertisers to bring more impact to their digital OOH campaigns! And they’re typically easy to set up, needing only an API or RSS file. Dynamic ads are typically more effective since they’re relevant to the viewer’s current environment or experience. Below we’ve showcased types and use cases of dynamic feeds that will strengthen customer engagement during your next campaign.
1) Environmental data: Weather and air conditions
One of the easiest and most popular use cases of dynamic triggers are weather conditions – programming specific messages to run when different weather conditions occur, like running raingear ads when it rains. Another example is running an ad for allergy medicine when the local pollen count is high.
Weather triggers aren’t just for advertisers promoting a weather-specific product. Advertiser can also incorporate weather conditions into their messaging. Recently, Weber Grill ran a dynamic campaign with GreenSigns, changing its messaging with specific weather triggers.
2) Date and time parameters: Countdowns and dayparting
Date and time parameters are another popular means of informing dynamic messaging. Assigning creatives to run during specific hours if the day – referred to as dayparting – can improve the relevancy of an ad. For instance, a fast food or quick-service restaurant can use dayparting to promote breakfast in the morning and alternative menu items at other times of the day.
Date parameters can also be used to set up countdowns, which can help build excitement for an upcoming event or release date. Our long-time partner, Elmhurst University, often uses countdowns to build better awareness of open house events and information sessions.
3) External data triggers: Sports scores, traffic conditions, lottery, etc
Dynamic feeds can be used to pull real-time data, such as sports scores, travel times, or current lottery jackpots. External data can either be pulled through or set up to inform a trigger. Offering a special if the Cubs win this week? A dynamic feed will determine, based on the game’s outcome, which creative is served the moment the Cubs walk off the field. Promoting a trip to the Caribbean? A dynamic feed will tell potential travelers that it’s only a mere 20 minutes to O’Hare, and they can be on their way.
A current use case of an external data feed is the Olympic medal tally, which updates in real-time after every US medal win during the Summer Olympics. What a cool way to showcase Team USA’s greatness!
4) Aggregator feeds: Fundraising, tickets sales, and occupancy levels
Dynamic feeds can communicate useful information while bringing urgency to a message. Think about using a live feed to display on-going fundraising efforts or diminishing ticket availability. During the pandemic, advertisers that had to adhere to maximum visitor thresholds used dynamic feeds to communicate real-time customer occupancy: if space was available, “Open Now!” messaging was displayed; if occupancy was full, a branding message would play.
Dynamic feeds provide so much creative potential that can really heighten the impact and value of a digital OOH campaign! GreenSigns is always happy to discuss live feed capabilities and help you come up with ideas to better engage your audience and highlight your message. Reach out today to learn more.
Comentarios