16th February 2016 Neil McKenney

Dynamic DOOH – Top Tips For 2016

2015 was an amazing year for dynamic DOOH: the press attention received has placed DOOH firmly in the psyche of the ad community. Especially as we TV adverts with stunts involving Gary Lineker squashed inside a D6 and a set of D6 screens were the focus for Kleenex vending machines, even the BT Christmas campaign focused on billboards to underpin their price promise. So stunts have done their job. But if we are to achieve the reach and maintain the hype, what will be the focus for 2016? Here is a list of predictions and insights into DOOH.com’s plans this year.

1. Hero – Closing The Social Media Loop
Social media will remain one of the key data feeds in dynamic DOOH, as it provides a simple link to consumers. But its use needs to evolve if it’s to drive conversation. Hero™ is a photographic system which captures the ‘fame moment’ of a social media comment or image on screen. It closes the social media loop by sending the photo straight back to the originator. It provides both qualitative and quantitative statistics, where one posting can lead to thousands of impressions.

2. Dynamic At Scale
2015 cemented dynamic DOOH campaigns in the psyche of the ad community, so much so that DOOH screens became the focus of Kleenex and Walkers TV ads both campaigns, delivering personal engagement with consumers, through highly managed, stunt campaigns using one screen. As reach is one of the principles of our industry, innovative campaigns at scale will be the driving force for innovation this year. But these campaigns will need technical integrity, if they’re to work without stage management. The challenge is immense, but as an industry we’re ready. Our multi-award winning Heathrow Express campaign, is an example of this.

3. More Competition
There remain three established providers of dynamic DOOH. This is held up by the eco system, but importantly by the complex network of support required across all media owners. Investment across the industry will certainly make more innovative campaigns possible – and at scale; and growth will attract more competition. But the stable delivery of those campaigns, to work out of the box, will retain market confidence. Experience here remains key.

4. Hyper Local Media (HLM)
Dynamic DOOH continues to outperform its linear cousin and this will increase with hyper local media, as it gives the consumer another channel with which to interact and engage the brand. Meshh is a localised wifi network, building on habitual consumer knowledge, to access faster than internet content.

5. The Rise Of HTML5
Many media owners can now publish HTML5 content to their screens. It will however take a couple of years until a cross network media plan can confidently publish in HTML5. Until that point budgets will not stretch to a combination of HTML5 and swf deployment for one creative. Production houses like DOOH.com also need to understand the capabilities of media players, as they do differ. This took years with swf deployment. (Interestingly this reveals why there are so few production houses in the market.) In the meantime and with careful planning we are already seeing some of the first HTML5 campaigns, like our Periscope activation for The Rugby World Cup. In essence the benefits of using HTML5 need to outweigh the limitations of the network. As HTML5 brings with it responsive second screen interaction, we may well see some more amazing stunts this year, especially combined with hyper local media.

6. Pop Up Flexible Screens
The DOOH industry has benefited from a great deal of investment over the past couple of years and will continue to do so, as the demand for DOOH increases. Cost of screen installation, alongside many factors like site permissions, accessibility and install costs alone can make digital screen installation cost prohibitive. 2016 is the year when this will start to change. Flexible LED screens are about to break into the market with install times that take minutes rather than days. Lytex is the first company, who have patented the technology for a screen of any size, which can be wrapped around anything. We can’t wait to work on the first installation!

7. Bespoke Dynamic Campaigns
DOOH.com continues to produce innovative ground breaking campaigns. About 85% of these are bespoke dynamic campaigns, as each requires its own brand specific solution. These bespoke campaigns are all booked cross network and at scale, which proves there’s an active move away from the single screen, stunt based activation; and a move away from pure social media campaigns. Planning is key in these situations as the solutions can be immensely complex, especially as the client needs a very client friendly portal to publish to all screens easily.

8. Productisation
As the briefs become more challenging and bespoke in nature, alongside many more new clients in the market, productisation is key. This is achievable by grouping together the back-end similarities, matching these to market trends in the required data, like API feeds, geo targeted, social media and the level of interaction. Productisation remains our focus for 2016.

9. Social Media
Social media campaigns have remained the core of dynamic DOOH for a few years now, but as previously stated, the demand is dwindling. But why? While social media is a great way to communicate with consumers, so far social media comments, in the main, have been published to screen often without the consumers’ knowledge. This is changing with the new policy structures recently introduced from Twitter and Instagram, where permissions need to be sought and publishing guidelines become a lot stricter. This must be seen as a benefit. If permissions need to be sought, then the campaign needs to activate its social fans, with key reasons to get involved. Hero™ is one way where you can turn one tweet into thousands of impressions. For a truly successful social media campaign an integrated strategy is needed. This requires the buy-in and involvement of incumbent digital agencies. To achieve this they need to be involved at the briefing stage and not as an after thought.

10. Instant & Reactive Publishing In DOOH
Digital adverting has and remains to be an instant publishing platform, where brands can react to promotions, stock levels and other factors. Due to testing and approval processes the DOOH industry has yet to offer instant publishing services. This will change in 2016, with our experience in dynamic and live content publishing, we now have the capability to publish any linear content with dynamic updates instantly. This service will be called Rush!

Andrew Newman