OOH Advertising Experts: Unleashing the Power of Dynamic Content in OOH Marketing
PJX Media Newsletter: Volume XXXIX
We made it! The July 4th weekend is behind us and we are in the heart of the summer! After a long, trying year of uncertainty, anxiety, caution, and change, we all deserve a summer filled with friends, family, and fun activities. It’s also a great time to reflect on the last 16 months and take a “personal inventory” of where we are in our lives. Taking a personal inventory now can help you identify where and how you want to grow tomorrow. It’s a great tool for self-assessment and personal growth. When we feel overwhelmed as we all have over the past year, it’s tempting to want to fix everything all at one time, but that’s not really possible, especially given the circumstances from the pandemic. However, assessing with a personal inventory can help us to focus and use our time wisely.
If you know you’re not where you want to be in a certain area, you can give yourself a break, knowing that you’ll work on improving those things once the dust settles. Plus, it will get you excited for the next 6 months as we push through 2021, knowing you’ll be ready for big things in 2022! As we finally get to enjoy another summer, reflect on the past, contemplate the future, and dream some big dreams.
Make Life Sweeter with Roscato Wines on a beach day!
Market Update: Inventory Demand
It’s no secret out-of-home was hit tremendously hard by the global pandemic. While advertising budgets declined across the board, understandably there was a significant reduction in OOH channel investment. With consumers mostly relegated to their houses & apartments, remote working vs. commuting to offices, and business & leisure travel coming to a relative halt, there were fewer people to reach, and fewer places to reach them.
Now, as vaccinations have proliferated through the US population and infection rates have continued to drastically decline, cities have opened back up causing a shift in consumer behavior from the previous 12+ months. As such, OOH has experienced a rapid resurgence, quickly becoming the primary medium to reach a highly desired, newly mobile audience seeking to shop, travel, and enjoy the activities they couldn’t in almost 16 months.
This Place has Everything - Manhattan West
While it’s simple enough to understand these shifts at a high level, what does this mean to advertisers and brands from a tactical perspective? What we’ve seen recently and has been confirmed by many operators, is that prime, large format inventory in the top markets is at one of the highest occupancy levels we’ve seen in years. If you’re a brand looking for a bulletin in Soho, or a wallscape on Sunset, there is essentially limited to no availability through the remainder of 2021. And due to this, we are seeing a trickle-down effect with advertisers now pivoting to other, impactful options such as station dominations, transit wraps, and high-volume packages of street furniture. We’ve even recently seen a resurgence of “perms” (long-term contracts) as brands look to lock in the remaining high-profile placements and avoid this occupancy issue in the immediate future.
This is all great news for the out-of-home channel but will force brands to make quick decisions regarding their OOH investment. As inventory continues to quickly dissipate over the summer months, and for the fall and holiday seasons, it’s more important than ever that advertisers make quick, calculated decisions, to ensure the prime, contextually relevant space is available.
For a market inventory review please reach out to our team of strategists & planners at hello@pjxmedia.com.
Google Fiber is getting mobile in Salt Lake City
Out-of-Home Spotlight: Digital Billboard Dynamic Content
Did you know that you can easily incorporate the current weather and time as well as many other data sources into your Digital Billboard creative? This type of information is referred to as Dynamic Content - basically, it is any data that updates automatically. This data can be everything from live scoring and pre-set triggers or conditions to social media feeds and traffic and weather conditions. By utilizing Dynamic Content, the goal is to serve a contextually relevant ad that will be more appealing to your audience.
Some sources of Dynamic Content you can use are:
Almost any content with an RSS feed
Real-time data such as live scoring, time of day and countdowns
Social Media Feeds
Weather Conditions
Traffic Conditions
Countdowns to store openings or the start of your event
Send us your ideas or we can recommend ways to use Dynamic Content in your next campaign. Contact our team of strategists & planners at hello@pjxmedia.com.
Traffic conditions trigger serving relevant ad to rush hour commuters
Live scoring keeping commuters in the know
Countdowns are great reminders for your potential customers
Campaign Freeze Frame
Google Fiber - Austin
Google Fiber - Huntsville
Google Fiber - Raleigh
Google Fiber - Huntsville
Manhattan West - NYC
Manhattan West - NYC
Manhattan West - NYC
Manhattan West - NYC
News & Views
A Giant 3D Cat Has Taken Over One Of Tokyo's Biggest Billboards (via CNN Style)
Shown between advertisements, the hyper-realistic feline comes to life on a 1,664-square-foot curved LED screen in the Shinjuku district.
How Out-of-Home Can Play Its Part In a Sustainable Media Buy (Via The Drum)
The latest ad forecast from GroupM predicts a 31% growth this year, with OOH being the fastest-growing media channel (aside from digital) over the next few years.
Consumers Will Look To OOH Ads For Back-to-School Shopping (Via Digital Signage Today)
Three out of five of consumers said they would be looking to OOH ads to inform their back-to-school shopping decisions with news of sales and discounts, according to the report conducted by OnDevice Research.
