Innovation > Innovation
JCDECAUX MIDDLE EAST & AFRICA, Dubai / undefined / 2018
Overview
Credits
Idea
The idea is simple, the client selects the data feeds desired. The artworks could vary based on a set of different data feeds such as: weather, time of day, flight information, language, social media feeds, travel retail data, real time and much more.
For instance, Dynamic Content Solutions has been used to target specific nationalities using language-based advertising in airports.
Execution
The innovative technology itself is a software solution based on a data driven approach which allows to display different artworks based on different criteria making advertising smarter with contextualized and engaging messages with artworks which could vary based on a set of different data feeds such as: weather, time of day, flight information, language, social media feeds, travel retail data, real time and much more.
This solution can support artwork changes based on a large set of data feed.
The entire process from creation to implementation is very easy it starts with selecting the data feeds desired, then creating the relevant artwork that will link to each feed, the content will then be uploaded to an FTP platform and assigned a predefined set of rules then pushed on the screens once these rules are active.
Results
We know that Dynamic Content Solutions work. We observe a +12% increase in prompted recall and +53% in message recall when campaigns use smart solutions, while over 52% of airport passengers appreciate advertising in their own language, especially the Chinese (81%) and the Middle Eastern audience (KSA: 77%, UAE: 74%).
Sources:
Posterscope, 2015
Global Shopper Connection 2, 2016
Relevancy
Dynamic Content Solutions brings a revolution in the way brands advertise. It is an ultimate way to deliver the right message to the right audience at the right time.
It allows to display different artworks based on different criteria to make advertising smarter with contextualized and engaging messages.
Background
The challenging market conditions in the UAE market (ie. -31.6% in 2018 vs 2017 in the UAE Outdoor expenditures forecasted by Zenith Optimedia in December 2017) call for a new model to be invented, leaving plenty of opportunities for the media industry. Advertisers are now cautious with their media budgets and are urged to make the most out of every penny spent. As a result, media owners need to come with a real value proposition with tangible results, in one word: smart advertising where audience is the main driver behind every advertising investment decision.
‘Dynamic Content Solutions’ with an unlimited number of flexible opportunities to engage with audiences with no limitation in the number data feeds which can be applied.
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