DOOH Dynamic Capabilities – Way Beyond Old School Time and Temp Ads
The future of dynamic content for digital billboard advertising will likely continue to evolve and become even more sophisticated. The technology we have today allows for some great capabilities, but what is to come is even more mind-blowing.
Current dynamic capabilities with digital billboards:
- Time & Temp (very old school, easy to implement)
- Weather (current and extended weather forecasts – however, sometimes hard to implement)
- RSS Feeds (sports scores, social media feeds, ER wait times)
Some potential trends and advancements to look for in the future include:
- Personalization: With the help of data-driven insights and real-time targeting, advertisers can personalize content to specific audiences, such as their interests, location, and demographics. This could result in more engaging and relevant advertisements for viewers.
- Interactive elements: As technology advances, digital billboards may become more interactive, allowing viewers to engage with ads in real time. For example, they may be able to use their smartphones to scan QR codes or access augmented reality features with their phones or VR / AR devices such as glasses.
- Faster/Improved Real-time updates: Digital billboards already have the ability to display real-time information such as weather updates, news, and traffic. In the future, this capability may expand to incorporate live social media feeds and other dynamic content.
- Artificial intelligence: AI could help optimize digital billboard content by analyzing data on viewer engagement and adjusting ads in real time to maximize effectiveness. For example, a billboard ad may have A/B ad testing capabilities, where it tests multiple ads on viewers and automatically shows the best-performing ad based on how each performs.
- Content created by AI: In the very long future, we may see ads and content being created by artificial intelligence. Technology can learn the best practices of OOH and implement advertisements and headlines based on all of the information available from previous and current campaigns.
Overall, the future of dynamic content for digital billboard advertising is likely to be shaped by technological advancements and changing consumer preferences, resulting in more engaging and personalized advertisements.
