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Over the last year, Lamar’s Programmatic Digital Out of Home (pDOOH) continued to be used with increased frequency in dynamic campaigns. Marketers are eager to leverage the ability of dynamic creative to deliver personalized messages that reach and attract the attention of intended audiences in real-time. Lamar’s dynamic capabilities allow advertisers to target specific markets using features such as live game scores, weather conditions, and geolocation. Check out some of our recent dynamic campaign case studies:
Live Nation Pink
Live Nation Entertainment used pDOOH to target 19 DMAs with the goal of increasing ticket sales for P!NK’s 2023 tour. The advertiser used dynamic content to display hyperlocal messages featuring the location of the nearest concert venue, specific concert details, special guests scheduled to appear during tour, and up-to-date ticket purchasing options. The campaign successfully reached Live Nation consumers several times throughout their daily journey.
Bally Sports
Bally Sports, a live streaming platform, leveraged pDOOH and dynamic capabilities to display live sports score updates in real-time, creating an engaging experience for fans. The campaign ran in the Atlanta market, targeting relevant audiences and fans of the local professional sports teams including the Braves, Hawks, and Atlanta United FC. The dynamic campaign drew in fans by allowing them to keep up with the game and promoted Bally Sports in a unique way.
Jack in the Box
With the use of pDOOH, Jack in the Box was able to incorporate dynamic elements to drive consumers to the nearest store location. In 14 DMA,s campaign creative displayed the address of the nearest store location while also promoting different meals deals based on the time of day. By using dynamic capabilities to deliver a timely, hyperlocal message, the restaurant was able to draw more customers into their store locations.
There are so many ways to leverage Lamar’s dynamic creative capabilities within a pDOOH campaign, including weather triggers, location-specific elements, countdown clocks, and more. Marketers should consider how a dynamic pDOOH campaign can help them reach their intended audience in real-time. Check out more dynamic campaign case studies here!