‘Dynamic content can bring contextual relevance to OOH’

Stephen Whyte, Global President of Posterscope, speaks at the 60th edition of FEPE International on the theme, ‘The Fame Game- Building the Brand’. He presented different case studies showcasing the effectiveness of the dynamic content in the outdoor medium of their clients such as Diageo and Shop Direct.

Dynamic content, which includes data such as time, live feeds, weather updates, live sport broadcast etc., can enhance the performance of a campaign by adding relevance, said Stephan. With proper usage of dynamic content, OOH medium can become really contextual and achieve uplift in the response, he added.

According to him, there has been some efforts to create dynamic content by the stakeholders from different regions, however, as he pointed out, that it is not sufficient to amplify the power of the outdoor medium.