In a world powered by data there now exists a near limitless range of real-time information and insights that can be used to bring ads to life and resonate more meaningfully with diverse and distinct audiences and the key to accessing this data lies in the use of APIs.
APIs can be built directly into digital channels, including DOOH content, both in terms of creative automation and actually displaying live data within the ads themselves.
This can include location and environment data such as weather, traffic or travel info, or brand-owned data such as sales, product availability or consumer trend data.
All of our work is controlled from within our purpose-built content management system, called Deliver. Deliver is the culmination of years of experience and practical knowledge of how DOOH operates and the channel-specific considerations of how such campaigns need to run.
RUSH IS AN INNOVATIVE DOOH CONTENT MANAGEMENT SYSTEM
Offering a fresh and simplified approach for rapid deployment of linear, smart, and dynamic content.
Designed to integrate fluidly with media owner networks, RUSH offers advertisers complete flexibility to change their ads at a moment’s notice. Copy changes can be scheduled based on pre-set triggers (such as time of day/day of week) or initiated ad-hoc, enabling brands to update copy based on breaking news or sports events, for example.
ENABLING LIVE DATA TO DETERMINE CREATIVE SELECTION
RUSH+ enables live APIs to inform content selection decisions rather than manual or pre-scheduled copy changes.
This allows advertisers to change copy or products based on defined but unpredictable factors such as weather, sporting or social results, traffic flows or brand-owned data such as sales information.
Ideal for brands with multiple products or features, ensuring that their creative is always contextual and relevant.
HELPING NATIONAL CAMPAIGNS TALK TO LOCAL AUDIENCES
LOCATION offers brands a simple route to context by effortlessly adapting a single file to reference the relevant region, city, town, street, retailer or individual DOOH screen.
Whether that’s an FMCG ad signposting the nearest retailer, a car brand giving directions to the closest dealership, or a brand simply wanting to call out a local neighbourhood. Locational context significantly boosts ad awareness and recall.
Ideal for any point of sale, directional or region-specific messaging, LOCATION makes it easy to turn a simple ad into a highly contextual one.
DWELL TIME CHANGES CONSTANTLY, SO WHY SHOULDN’T YOUR CREATIVE?
DRIVE enables brands to alternate their roadside DOOH ads in direct accordance to the speed of traffic past each screen, and all in real-time.
Typically, three creative variations will be used, switching in and out to reflect the varying degrees of dwell time each screen is benefitting from.
From short-sharp headlines for fast-moving traffic, through to lengthier statements when cars are crawling, DRIVE ensures a brand’s investment in roadside DOOH is optimised to capitalise on the audience’s potential available attention.
DYNAMIC, DATA-LED CREATIVITY
BESPOKE builds on the RUSH delivery platform by integrating API data directly into DOOH content, making it fully dynamic.
By harnessing live data streams, DOOH content supported by BESPOKE will constantly react to changing elements, ensuring copy and content is truly ‘live’.
So whether an ad is displaying product prices, stock levels, journey times or a creative that simply reacts to the environment around it, integrating live data enables advertisers to deliver a tailored and hyper-contextual message to consumers.
As digital technology continues to grow into retail, leisure and transport infrastructure, so do the opportunities for powerful experiential marketing executions.
Clients want confidence that their campaign is running and operating in the correct way, Verify (Powered by DOOH.com) allows for this.