As the temperature dropped at night, the city name and current temperature were removed from the creative. If the temperature hit above 25 degrees Celsius, the creative automatically updated to include the city name and current temperature. a temperature that was likely to make a cold drink more tempting to passersby - the relevant campaign creative played on the digital signage. When the temperature rose above 22 degrees Celsius - i.e. The campaign used weather data to advertise seasonal drinks. The campaign featured two of McDonald's frozen drinks, strawberry lemonade and the "Millionaire's Frappe." This McDonald's campaign in the UK is another fun digital OOH example featuring dynamic content. Weather-reactive McCafe campaign (McDonald's) GMC harnessed the power of DOOH to personalize their content and use targeted messaging in a way that deepened audience engagement. This campaign was one of the first of its kind and serves as an example of the potential of machine learning in digital out-of-home advertising. Passersby went out of their way to interact with the digital signage, and as people interacted more with the kiosk, it engaged them with interactive games like Simon Says. Sounds a little futuristic, but cameras in the digital display used artificial intelligence were actually able to detect audience demographics, such as age and gender, then serve one of 30 possible targeted video ads to the viewer.įor example, if the anonymous audience detection facial analytics technology detected recognized a family with kids, the ad showed a video targeted at families. In this interactive campaign for the new Acadia SUV, GMC used facial analytics technology and proximity-based marketing to create engaging digital signage featuring dynamic content. Overall, this DOOH example taps into a cultural shift toward celebrating unfiltered, unedited beauty and away from unrealistic beauty standards, pairing a strong campaign with a high-profile location and dynamic user-generated content.Ģ. The dynamic digital billboard was paired with a standard digital billboard featuring awareness messaging. Every 10 seconds, a different consumer’s image showed on the Times Square digital signage, showing larger-than-life, unretouched images celebrating real beauty. Within minutes of launching the campaign, users began uploading unaltered, unfiltered selfies using #BeautyUnaltered and earning over 3.6 billion impressions. This ad ran as part of CVS's Beauty Mark social media campaign, an interactive campaign that encouraged users to upload their unedited selfies to social media with the hashtag #BeautyUnaltered. New York City's Times Square is one of the most iconic and well-known spots for DOOH ads, making it an excellent choice of location for CVS's #BeautyUnaltered digital out-of-home ads.
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