The perfect advertising strategy balances art and science, creativity and data, emotion and logic. However, when it comes to programmatic, many campaigns often miss the mark a bit on the creative front as data tends to be relied upon to do the heavy lifting.
Over the past five years, there’s been a tendency to simply transfer creative from other channels into programmatic DOOH (pDOOH) as the platform established its place in the media mix. While this is a positive in that it enables more advertisers to easily benefit from the reach and impact of OOH, on the other hand it leaves an untapped creative optimisation opportunity. In 2023, with pDOOH emerging from the nascent phase, we predict something of a revolution in creative strategy.
To help get the creative juices flowing into the new year, the JCDecaux UK programmatic team has put together this showcase of some of the most effective ads we’ve seen out in the wild this year (2022).