In his presentation in May at The DailyDOOH Media Summit [1], DOOH.com [2]‘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