One of the fastest growing OOH trends over the past few years has been the movement to add real-time components to OOH campaigns. The increase in digital OOH (DOOH) inventory allows for quick changes in messaging depending on real-time events in that location. This way, consumers see advertising that is not invasive or creepy, but relevant to them.
The technology is growing in popularity across the country; access to consumer location data allows OOH media professionals to target broad swaths of consumers at the right time, in the right place. However, large-scale real time OOH campaigns can be costly, not to mention technologically demanding. Below are 3 ways your company can use real-time methods with smart DOOH without an unlimited budget:
Hashtag Feeds on Digital Billboards
Much of digital advertising now occurs naturally in social feeds. As mentioned in a report by the OAAA (Outdoor Advertising Association of America), one way to capitalize on this is to use customized feeds that allow brands to display Facebook and Twitter messages on a digital billboard using a specific hashtag, allowing real-time engagement with a formerly static piece of media. The pitfall to watch out for in real-time hashtag feeds, however, is the tendency of online trolls to hijack unmoderated hashtags. Therefore it's critical for brands to curate or use keywords to moderate in real-time so that real-time marketing doesn't become real-time brand embarrassment.
Display Time-Sensitive Information
Like with hashtag feeds, DOOH media allows for real-time information to be displayed. Organizations from sports teams to law enforcement can display up-to-date information to people commuting near digital billboards, showing off scores or even fugitives wanted by law enforcement.
Traffic and Weather as Trigger
Even traffic conditions and weather can be used to target consumers. Integrating with simple conditions triggers, possible on many digital billboards, allows certain ads to be displayed under different conditions, such as gas prices during rush hour. Even weather conditions can act as a targeting trigger.