Alex Matthews, MD at JCDecaux’s global digital creative hub Dynamic, announced yesterday at The DailyDOOH Media Summit, the launch of SmartCONTENT, a CMS platform for dynamic ad delivery of DOOH campaigns.
The global hub has developed its CMS SmartCONTENT providing a managed or self-service platform to serve the right creative, at the right time to the right place. The platform targets by weather, time and location as well as custom data feeds and provides a social media moderation tool. The new system complements JCDecaux’s media planning and buying platform SmartBRICS which allows audience targeting, optimisation and planning of outdoor campaigns.
JCDecaux today kicks off a month-long SmartCONTENT delivered campaign, bringing localised weather forecasts and relevant Shakespearean quotes to digital screens across the UK, to honour the 400th anniversary of William Shakespeare’s death.
If it’s gloomy in Glasgow, audiences may be treated to: “For the rain it raineth every day” from ‘The Taming of the Shrew’, while sun in Southampton could trigger, “When the sun shines let foolish gnats make sport” from ‘The Comedy of Errors’. The quotes will be served according to the weather and each creative will display the localised three-day forecast and temperature.
Alex Matthews, MD at JCDecaux Dynamic told us “A fraction of all digital campaigns have a dynamic element. At JCDecaux, we strongly believe in dynamic by default for digital campaigns which is the driver behind launching SmartCONTENT. The new global platform makes the process of serving creative based on real-time data for brands much easier and is a huge step forward in delivering contextually relevant ads in out-of-home.”
Digital out-of-home now reaches half of the UK population and delivers almost one billion impressions across a two-week period. JCDecaux is the market leader delivering 42% of the audience and reaching 37% of all UK adults.
These figures are set to increase due to JCDecaux’s digital bus shelter roll-out aiming to install 1,000 new digital screens by the end of 2016.
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