Russ Curry, Ministry of New Media
In his presentation in May at The DailyDOOH Media Summit, DOOH.com‘s Andrew Newman reviewed what it takes to produce Integrated Dynamic DOOH campaigns at scale.
He analysed several recent watershed dynamic campaigns that have been produced at scale and with a high ROI. He applied a series of statistical criteria by looking at:
- The PR effect
- ROI with sales and uplift figures
- Social Media Effect
- DOOH Impacts measure against OTS
He concluded that dynamic digital campaigns can work at scale under certain conditions:
- They need the right media plan (correct sites and creative)
- Dynamic campaigns have to work ‘out of the box’ – i.e. they don’t need any technical support
- Gold standard project management is required (clients need hand-holding and one can spend more time account management than on the creation)
- Dynamic Innovation does deliver scale
- Need to constantly apply innovative ways to deliver campaigns
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