Why Dynamic Creative is the Future of DOOH: A Place Exchange Perspective
September 30, 2024 By Jason Barash
As Digital Out-of-Home (DOOH) advertising evolves, dynamic creative is quickly changing the realm of the possible when it comes to DOOH messaging. At Place Exchange, we believe that the ability to deliver tailored, contextually relevant content at scale is more than just a trend—it’s essential. By integrating seamlessly with leading third-party dynamic creative service providers and enabling execution across all DSP partners and all types of DOOH media, we ensure that all advertisers can leverage best-in-class capabilities and craft the most impactful campaigns possible.
The Power of Dynamic Creative
Dynamic creative technology allows advertisers to tailor content in real-time based on factors like location, weather, time of day, as well as data feeds such as sports scores, movie showtimes, store promotions, and more. This results in ads that are more relevant, timely, and engaging. Imagine a billboard that changes its message depending on the weather—an ad for hot coffee on a chilly day or an ad for ice cream when the sun is blazing. That kind of relevance makes a significant difference in grabbing attention and driving engagement.
Place Exchange’s Role
There are two main parts to making dynamic creative work – design and execution. On the design front, advertisers can launch campaigns with dynamic creative assets they produce in-house or leverage any of the leading third-party dynamic creative providers we have partnered with to produce compelling visuals. On the execution front, Place Exchange’s proprietary technology automatically enables dynamic creative execution seamlessly across a wide array of DOOH publishers and inventory, without the need for any additional work by the advertiser or media owner. Moreover, unlike other solutions, we enable the full range of dynamic creative capabilities across all integrated DSP partners, allowing advertisers to leverage the power of dynamic creative using their buying platform of choice. So whether you want to incorporate local events, real-time sports scores, pollen counts, or any other data source into your DOOH campaign, we’ve got you covered from start to finish.
Data-Driven Campaign Optimization
Dynamic creative isn’t just about delivering the right message; it’s about continuous improvement. Our Dynamic Creative Reporting provides valuable insights into the delivery of different creative variations, allowing you to analyze and optimize your campaigns for even better results. Dynamic Creative Reporting includes the following key features:
- Detailed Metrics: Track spend and impressions for each dynamic creative combination, as well as the exact times it ran.
- Dynamic Creative Version Link: Access links to the specific dynamic creative version that was displayed, ensuring full visibility into creative execution.
Enhancing the Consumer Experience
Ultimately, dynamic creative is about creating a better experience for the consumer. When ads are more relevant and engaging, they resonate more with the audience, leading to stronger brand connections and higher conversion rates. With an industry-leading solution for DOOH dynamic creative, Place Exchange helps you deliver ads that truly connect with your audience.
Looking Ahead
The future of DOOH is dynamic, and Place Exchange is at the forefront of this shift. As we continue to expand our partnerships and enhance our platform’s capabilities, we’re committed to helping advertisers unlock the full potential of dynamic creative. The ability to deliver customized, context-aware content is no longer optional—it’s the key to staying competitive in today’s advertising landscape.
Dynamic creative is here to stay, and with Place Exchange, you’re equipped to lead the way.
DOOH Dynamic Creative, Dynamic Creative, Dynamic Creative Reporting