Dentsu Aegis Network has delivered some significant technology and research innovations into the New Zealand Out of Home market which are changing the way advertisers and agencies think about and work with the medium.
In a New Zealand First, Dentsu Aegis Network has developed a platform called Dentsu Dynamic Digital Display, or D4, which serves dynamic ad content directly to programmatic display ads and digital outdoor screens simultaneously. It’s all centrally managed via intuitive web-based software, without the need for custom development from media partners.
Says Richard Pook, GM of Amplifi at Dentsu Aegis Network: “Advertisers want to deliver dynamic and personalised messaging at scale across every media channel, not just online. Naturally advertisers started to explore opportunities to leverage dynamic creatives on outdoor screens, but quickly ran into big problems with cost, control and complexity. Until now that is.”
Says Bram Stevens, head of digital transformation at Dentsu Aegis Network: “With D4, all these problems go away; advertisers have the power to build, adapt and schedule their own creative across multiple outdoor partners and as a result push the boundaries of the medium in ways that were never possible before.”
In another substantial development, Dentsu Aegis Network has launched the Outdoor Consumer Survey or OCS. With 1,500 NZ respondents, OCS is the most in-depth OOH survey ever to be conducted in New Zealand. It provides unique insights on the influence and impact of 39 different outdoor formats across the customer journey, delving deep into consumer attitudes and providing recommendations on how best to leverage outdoor in communications planning.
D4 and OCS have been used extensively in recent campaigns, most notably alongside major sporting events. For the Rugby World Cup, Dentsu’s advertisers wanted to gain cut through at a time when everyone was actively competing for attention. Using OCS, they were able to identify outdoor channels that would capitalise on those important RWC moments in relevant places and in a dynamic way.
To celebrate the inclusivity of all the teams competing in the RWC 2019, worldwide partner Heineken created headlines for every game coming up and every game that had been played, giving Kiwis all the information they needed for that day. The last matches finished at 1am and the headlines about those matches were live across outdoor and digital by 6:30am every day, so Kiwis would see it on their drive to work.
They leveraged D4’s ease of use and scheduling capability to deliver well over a hundred different creative executions across large format screens. The same content was delivered, at the same time, online.
Says Sean O’Donnell, marketing director at DB: “D4 allowed us to directly update content for outdoor and online in real time without having to dispatch countless static creatives. It has changed the way we think about outdoor in our media mix.”
Dentsu has also run similar campaigns with ASB Bank with JCDecaux, oOH!, QMS and Lumo. D4 was able to deliver real-time updates for the ASB Marathon, projecting photos of finishers and Kidscan supporters to screens along the route every minute. Furthermore, ASB were able to leverage the D4 technology for the Rugby World Cup, ensuring that they could react quickly to the twists and turns of the tournament.
The real time, dynamic nature of the creative and the way it can synch seamlessly with messaging in other online channels, backed up with market-leading research and insights to deliver the best possible campaigns opens up big opportunities for outdoor. With fantastic support from our advertisers and media partners, Dentsu is proud to be helping lead this charge.