Creative, effective ads generate more profit which is why brands invest significant budgets and resources into developing ads. However, there is no one-size-fits-all approach to creative that works across all channels. To deliver maximum results brands need to invest in creative that is optimised for each channel on which they advertise.
When it comes to programmatic DOOH (pDOOH), creative is often an afterthought leading to many missed opportunities to engage consumers and generate business outcomes. One of the biggest strengths of pDOOH is the ability to leverage true dynamic creative optimisation (DCO), however, creative strategies specifically tailored to pDOOH remain largely underdeveloped leading to limited use of these dynamic capabilities.
To pinpoint the factors that result in exceptional creative execution in pDOOH campaigns, JCDecaux launched an online discussion forum, in collaboration with research partner, MTM, bringing together 25 participants from various DSPs and agencies for an asynchronous group discussion.
Our Ultimate Guide to Success in Programmatic DOOH outlines seven key factors that, when followed, result in best-in-class campaigns. Two of these factors are creative led – optimise creative for OOH and use dynamic creative to enhance personalisation and ensure messaging remains relevant. Here we draw on our research participants’ experiences using advanced creative strategies to enable them to deliver better performing campaigns.
Read the flipbook here