Ik schrijf even een USP zinnetje om te kijken hoe dit staat
Ik schrijf even een USP zinnetje om te kijken hoe dit staat
zinnetje om te kijken hoe dit staat
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Creating more engaging experiences with personalised content in DOOH
Discover how personalised content in Digital Out of Home (DOOH) makes campaigns more engaging. Learn from experts Neil Morris and CSDM CEO Radjen van Wilsem about data, programmatic technology and audience targeting.
Creating more engaging experiences with personalised content in DOOH
Neil Morris is the director of Grand Visual, the multi-award-winning London agency founded in 2005. The company specialises in translating classic advertising campaigns into effective and inspiring DOOH creative. Because the United Kingdom is one of the world leaders in DOOH, with London as its absolute centre of gravity, Morris sits at the heart of the latest developments as a kind of 'godfather'. The same can be said of CSDM CEO Radjen van Wilsem, although there are clear differences between them, which suggest the two could complement each other very well. A conversation about the technology behind DOOH.
Sustainability
With smart energy solutions and green ambitions, together we're building a responsible, clean future.
Innovation
Through continuous technological innovation, we create the smart, impactful media experiences of the future.
Health
Through meaningful initiatives and targeted actions, we promote the health and vitality of people and society.
Experience
We transform public spaces into inspiring, dynamic environments that move and connect us.
Beyond great content that inspires people, what does DOOH need to keep growing?
NM: Infrastructure! I know it doesn't sound sexy, but DOOH becomes far more relevant and effective as a media channel as the infrastructure continues to improve.
RvW: Data and programmatic technology, something the younger generation already knows from online. It makes activation and reporting much easier.
Why do you think infrastructure is so important?
NM: The more sophisticated your infrastructure, the better you can target your commercial message. Take a campaign for hay fever tablets, for example. It only ran at a certain temperature and when there was a certain amount of pollen in the air. The funny thing is that when you can distribute such specialised ads across your locations with that much precision, it's not only the commercial value of the message that increases, but also the experiential value of the entire screen. The signal you send with such a carefully placed ad is 'this screen helps you and gives you useful tips'. And research shows that people appreciate that.
RvW: Amen Father Neil!
So in short, DOOH is only effective when it's used very smartly?
NM: You have to use every medium smartly. But it's true: because DOOH is relatively new, advertisers need to think harder than usual about where, how often and at what time they want to use it. The way I see it, the more choice you can offer in that respect, the more effective and valuable the DOOH network you manage becomes.
RvW: Let me try to sum up what DOOH can do. Media deployment by location, activity or time, set against various triggers such as temperature, footfall, air quality, arrivals or departures, all aimed at specific target audiences. And the kicker: this can be done per screen. If your head is spinning by now, you'll understand why we say: 'We invite you to Experience Online Out of Home.'
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