Digital-out-of-Home is often seen as a digital version of traditionally printed signage, able to be remotely updated and the same physical space re-sold to multiple clients.

With Digital advertising (web, social media, etc) however, there can be much more subtle uses of technology which enables advertisers to make the highest conversion rates.

Depending upon your playout technology, and how your team are looking to sell the inventory, you can use DOOHAd for introducing some of these digital-only techniques into the real world of DooH.

It must however be considered in how you portray these features to your sales team and thus onto your clients, as some of the features may be confusing for more traditional clients and agencies. These can give greater rewards to your client and thus can make more revenue for you, but you should also consider the impact to less popular areas of your playlist as clients may choose to use only the beneficial locations/times/features which can leave your playlists at less popular ones devoid of sales and just showing filler content.

Scheduled (Time of Day / Day of Week) advertising

At the simplest feature, it is often in the display locations that at different times of day and/or days of the week you will get different viewer numbers and dwell times. A food court at a mall will be busy at lunch times and even more so at weekends, yet may be quieter at other times. Blocking out different playlists to work for different times of the day, then using the power of the Player technology to play these playlists at the pre-defined times helps your clients leverage the most viewers. Considerations should be made for the 'number of impressions' as the calculation needs to be aware of the shorter time the playlists will each run for.

Reactive playlists

Similar to Scheduled playlists, using the player to trigger a different playlist to play based upon triggered conditions occurring. Examples may be an interactive display - when no-one is nearby, the generic playlist shows, but when someone is standing nearby or interacting with the display a separate playlist is shown that is more applicable to someone who is definitely looking at the screen. Other examples include weather or travel information, people counters and audience measurement tools (like Acquire Vision or Quividi) or using opening/closing hours. Considerations should be made for the changing playlist is not able to have a guaranteed number of impressions.

Reactive Campaigns

Rather than changing the whole playlist, sometimes just the campaign item in the playlist needs to react to external events. These have a benefit that the advertising is more applicable to the viewer and has better recollection and reaction. It also means that only the clients and agencies who are willing to pay for the extra costs (in setup and making multiple creative types) need use the feature, so all other sales remain the same for other clients. Examples of this include a razor advertising client who, when their advertisement plays will play a 'generic' advert for their brand, but if an Audience measurement tool (like Acquire Vision) detects more men in front of the display, will show a male-oriented creative and vice-versa.

Another example may be a campaign which is primed to automatically show a 'congratulations team xxxxx' message once the final results of a national sporting match are known. Consideration should be made for the additional costs involved in the client making the generic and each specific reactive piece of creative.

Interactive campaigns

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Acquire have been 'gamifying' creative campaigns for a number of years, as the Acquire Player technology is well suited to the interaction through touch and other means. If the main advertising creative is a 'call to action', letting viewers know they can interact with the system and how to do so, this quickly enables more engagement with the brand and also confirmed interactions provide more valuable data for the client. And by passers-by seeing interaction happening, it often happens that crowds form and social sharing happens, further pushing the advertising. Also by priming the public with other promotional activity (e.g. "go and try your golden ticket code / spin the wheel / play the game" type of message to drive traffic to the displays), the number of interactions can be high, providing further insights into other promotional response and tracking.

The adverts can be simple or complex touch-screen based games (spin the wheel to win, play a game, take a selfie, etc), camera-interactives (where the creative shows and/or reacts to one or more people visible to a camera attached to the display), remotely controlled content (where a viewer scans a QR code or joins a Wifi network and uses their mobile to control events on the Display).