Creative Series Volume 2: How Brands Are Using DOOH Technology as a Canvas for Creativity

In the first volume of our creative series, we covered popular types of advertising formats within the DOOH industry. This time around we’re discussing how brands are finding success through new and innovative ways to capture the attention of consumers using creativity and technology. 

From green billboards to personalization, to campaign planning tools for advanced targeting and precise delivery, brands are leveraging DOOH in exciting new ways to create memorable and creative campaigns.

Let’s take a recent campaign by UK based OVO Energy; they featured a billboard that harnessed real-time National Grid data to deliver a greener, more sustainable campaign, creating an industry-first in sustainability within programmatic DOOH advertising, as well as a memorable experience for those passing by. Truly a great example of a creative use of technology within the channel. This award-winning campaign is paving the way for others to find new ways to create a climate conscious experience and engage with viewers in a more meaningful way. 

Personalization is also playing a key role in innovative DOOH campaigns. Brands are using data to tailor their messaging to specific audiences, creating a more authentic experience for consumers. For example, a sports brand could display different messages to fans of different teams, ensuring that they are reaching the right audience with the right message. Or a clothing retailer could display different clothing options based on the current weather, or available inventory. Brands are now able to change messaging in real-time, based on factors such as location, time of day, and even weather conditions. This gives advertisers the power to deliver more contextually relevant and timely messages to their audiences anywhere, at any time.

A third example of best-in-class technological innovation within DOOH is Hivestack by Perion’s full suite of targeting solutions that brands can use to level up their campaigns. The Hivestack Planner is just one example of a planning and forecasting tool that helps visualize DOOH campaigns and makes recommendations on your campaign strategy. Get more control over proposal building and approval processes and give brands more insight and precision in their campaign planning, targeting, and budget spending. It’s the industry’s most comprehensive tool for strategic programmatic DOOH planning and another example of industry leading innovation.

With so many DOOH adtech solutions out there, there’s no shortage of ways to generate highly impactful and creative brand experiences, but are they the most efficient as well? As technology continues to evolve, we can expect to see all of these tools converging, in order to bring richer brand experiences to life, and Hivestack is lighting the way.