What Dynamic OOH Creatives Really Are
- Eric Kubischta
- 8 minutes ago
- 3 min read
I was sitting in Buffalo Wild Wings the other day, and it occurred to me that my attention was not only glued to the baseball game, but to the screen running Triva questions.
Why? - Because it was fun. Dynamic content is fun.
The ability for modern digital screens to run dynamic creatives that are generated based on data is reaching the point that literally, anything, is possible.
So - Why? - What is the point?
Live baseball scores, ski-resort snow depths, hospital wait times, weather conditions - What is the point of putting these on a creative, for a customer, that might not have anything to do with any of this data?
Why would a law firm want baseball box scores on their creatives? or why would a telecom company want snow depth reports for Ski Areas in Colorado, why would a car dealership want to run their inventory? Or a real estate agent their home-buyers congratulations pictures?
All of these things have the EXACT same purpose - Attention Capture
This is the same reason why you put a 10 foot 3D Graphic extension on your static boards. It stands out, and it creates attention on that creative beyond what it would have had without it.
A creative with the current weather conditions on it, as old-fashioned as this is, is useful to the consumer. There is value in giving even 1 or 2 additional seconds of attention to the creative to the consumer - A reward if you will.
This human information reward (the current temp) just happens to be flanked by a picture of a major Law Firm or a Roofing company
An ad with the current temp on it versus an ad WITHOUT the current temp on it, will see more human attention and more seconds of eyeball capture.
The same holds true for less useful "content" such as the current inventory and pricing from a local auto dealer. Your traffic flows past your screens contain many many people who are making that trip twice a day (at least) and are seeing the ads on your screens with repetition. Ad blindness is real, and we can combat ad blindness, but making the ads different - every time.
If every time you looked up, the vehicle picture and price on a digital screen changed, it causes additional attention capture because your brain is now ingesting something new.
Its NOT about selling the specific vehicle that appears on that screen. It is about saying simply : "We have lots of inventory - And we might just have a car that you want." (A picture of Corvette Stingray, or a sweet Mercedes AMG GT Coupe doesn't hurt either)
Back to the trivia - Here's an idea - Run a campaign for an advertiser with trivia questions / answers next to their logo / brand message. To make it work on a long term campaign, you'd go with maybe 150 or 200 different questions fed via a data source integration. Every time that ad runs - The trivia question, for most people is going to be NEW. Now that's engaging. Slap a brand message and logo up there, and your advertiser just got way more attention than they would have without it.
The tools to build dynamic creatives with anything on them are here. Come up with an idea and execute it. For everyone.
And yeah - this article is partially a shameful plug of the Lucit platform - And Lucit's software makes your life 10 million times easier when you build these creatives. Honestly, you can make most of your player CMS platforms bend to your will and deliver the types of things we are talking about here. Just make it happen. I will applaud any dynamic creative - I don't care where it came from!
Eric Kubischta
Chief Technical Officer
Lucit