Modern LED screens have played a huge role in transforming digital marketing methods, especially out of home advertising (OOH). Besides increased visibility, they have the huge advantage of allowing for instant updating and pre-programming. This offers huge scope to marketers and advertisers to precisely target their audience and methods. 

One of the ways that marketers do this is through the use of specific data sets, known within the business as dynamic creative optimisation (DCO). It’s used to make digital OOH advertising more personal and relevant to the passing traffic. This is proven to yield far more effective results than a generic one-size-fits-all approach. 

Typical data taken into consideration is the type of footfall in the location of the screen. Is it at a busy road junction with high volumes of vehicular traffic, where the display needs to be understood in one glance? Or will pedestrians be passing at close quarters to the screen, where they have a chance to interact with it personally?

The data is also use to determine the relevance of the content. For example, a food chain might advertise breakfast products in the morning, burgers or wraps at lunchtime, and takeaways in the evening. The message can also be altered to reflect the season, or whether it is a weekend or a weekday.

Another technique is to make sure the message is culturally relevant to the area. If there are local festivals, holidays, or customs that are relevant to the local population, these can be referenced to guide people to the client’s products or services. 

Finally, in the UK, we are never short of changing weather patterns, and DCO can respond quickly and creatively to these. For example, a clothing retailer can advertise raincoats, woolly jumpers, or sun dresses, depending on the regional forecast each day.