Media Planning & Buying
‘Dynamic content can bring contextual relevance to OOH’
Stephen Whyte, Global President of Posterscope, explains the advantages of dynamic content in the OOH medium
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.
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PeopleJasleen Kaur elevated to Head of Marketing at Bata India
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Talks OOH“OOH needs to reinvent itself to stay relevant”
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UncategorizedZepto and Philips take festive fashion and garment care to the streets with a live-steaming billboard
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Creative ConceptsOb & Gob serves up a giant sundae moment with motorised billboard at Juhu Beach