The importance of creative content in programmatic DOOH advertising
Programmatic digital-out-of-home (DOOH) advertising has revolutionized the way brands communicate with their audience. Among other things, the success of programmatic DOOH advertising depends on the creative content that engages and inspires the audience.
Last update: April 5, 2023
Creative content has the power to grab people's attention in a world full of distractions. A well-crafted message, a stunning visual or an interactive experience can make people stop, look and engage with the content. One of the experiences worked on by Taggify that demonstrates this capability is that of Johnson's female creams and lotions: after identifying their preferred targeting, rules were specified to display different creatives according to the day of the week/hours and weather conditions, generating greater audience engagement.
Building Brand Awareness
A consistent and compelling brand message, combined with a memorable visual identity, can help people remember and recognize the brand. Programmatic DOOH advertising allows for a more targeted and relevant message, which can enhance brand affinity and loyalty. This is the case with Amazon Music, which, using Taggify's programmatic platform, installed a high-impact message featuring mainstream local artists for the launch of its Argentine version for 7 uninterrupted months.
Creative content can drive engagement and interaction with the audience. An interactive experience, a gamified message, or a social media call-to-action can encourage people to participate, share and spread the word. Ripio, the cryptocurrency exchange platform, achieved great results with its call to action (CTA) through Taggify in order to increase visits to its official website.
A clear and persuasive call-to-action, combined with an appealing offer, can motivate people to take the desired action. Programmatic DOOH advertising allows for real-time optimization and measurement of the results, providing insights and opportunities to improve the content and the campaign. When the Brazilian Bank Itaú won the bid for the concession of public bicycles in the city of Buenos Aires, they wanted to promote the healthy and sustainable benefits of cycling and rediscovering the city, achieving their goals through programmatic DOOH.
Creative content is essential to the success of programmatic DOOH advertising. It can grab attention, build brand awareness, drive engagement, and generate results. By leveraging the power of creative content, programmatic DOOH advertising can create memorable and impactful campaigns that resonate with the audience.