Digital Innovation
The capabilities of Digital Out of Home are continually being expanded, and with each new development, Out of Home’s ability to deliver creative that is optimised to specific contexts and audiences will further drive the effectiveness and engagement of the channel.
Data-driven Digital Out of Home (DOOH) allows for messaging to be contextualised in many different ways:
Examples of Digital Innovation in action
Easy Crypto is a kiwi bitcoin trading platform. A heavy digital advertiser, the brand is embracing JCDecaux Large Format to build brand fame, trust and credibility. This bold campaign uses strong brand codes and humorous, contextually relevant, location-based messaging to increase audience awareness and engagement.
Dulux New Zealand has partnered with JCDecaux to dynamically bring to life the Dulux Colours of New Zealand range in JCDecaux Airport. The dynamic digital platform feed customises the Dulux creative to match flight arrivals and departure data across airport screens. Colours relevant to the traveler’s itinerary are highlighted on JCDecaux’s high impact screens. The creative displays a welcome note to arriving passengers, followed by related colours on a second rotation. For example - Welcome from Queenstown. Home to the Southern Alps. One of our most popular whites. Dulux. Colours of New Zealand.
McDonald’s has shown its support of Emirates Team NZ through its latest campaign ‘Macca's Messages,’ which allows Emirates Team New Zealand fans across the nation to submit their messages of support for the team. This is achieved through a custom-built website that relays the messages on oOh!media Street Live digital panels within 15 minutes, ensuring support is being broadcast across the country for all to see.
A weather triggered widget was used to show audiences the forecast 3 days out encouraging them to get out and oil their deck over the hot summer months/weekend
To raise awareness of their ‘In Crazy We Believe’ campaign, which included a sponsorship of the 36th America’s Cup, Toyota leveraged JCDecaux Digital Large Format to display dynamic headlines written to respond to Emirates Team New Zealand’s performance throughout the hotly contested race. Toyota were able to change the text on their creative in real-time to increase viewer engagement and impact
Watercare utilised a back end data source that had daily updated numbers of water levels. The numbers then triggered where the arrow sat on the dial. Ultimately encouraging audiences to be mindful of their water usage
Joining in the national bear hunt oOh!media ran creative that changed depending on context in the local area being triggered by the weather, special events and also the time of day. There was a specific teddy for sunny days, and a teddy with an umbrella for rainy ones, also have a sleepy teddy for later at night, plus a teddy with cutlery for lunch time.
A dynamic widget that pulled 3 types of dynamic information in to the creative via API feed o Weather o Swell o Wind
New Zealanders are now able to make a tap and go donation during their daily commute following the launch of the country’s first ever bus shelter donation panel by oOh!media. Breast Cancer Foundation NZ is the first to run a campaign utilising this technology at street level
Running across oOh!media's extensive network of digital street furniture assets, Shopalive retail and Unilive study networks, the dynamic creative, powered by FCB’s proprietary dynamic personalisation platform ‘BOB’, uses site-specific messaging to inform the public about nearby voting places and opening times
Melanoma NZ 'don't let a spot become a full spot campaign had spots designed to look like melanoma spots, and representing the seven visual signs of melanoma. Their dynamic digital builds showed the melanoma full stops reacted to live UV levels, representing the increased risk of melanoma from extended UV exposure.
To drive mass awareness of their initiative to donate power to schools, Genesis Energy utilised JCDecaux Digital Large Format. Using API integration, Genesis displayed real people power, translating the energy of supporters cheering on Emirates Tram New Zealand in the 36th America’s Cup into the number of hours of free power that will be donated to schools.
WiFi, Quick Response (QR) codes, Near-Field Communication (NFC), mobile technology, special builds, as well as Motion and Gesture Recognition, have opened a world of choices.
You can now create a fully immersion experience. Offer instant retail transactions, sound, video, free trials, games, interactivity, all customised to suit the location, time of day, consumer interaction or consumer disposition.
As physical technology and the digital world intersect, Out of Home is the ultimate platform for executing sharper and smarter campaigns.