Programmatic is an industry hot topic right now; from Ad Blocking to proof of performance and ROI. Today’s issue of Campaign investigated an element of programmatic which is particularly close to our hearts at Grand Visual – the approach needed from a creative perspective to facilitate programmatic campaigns.
As Kate Magee from Campaign writes, ‘The automation involved in the process has seemed at odds with the more serendipitous nature of creativity’. The argument between ‘creative’ vs ‘technology’ sways either way depending on who you speak to. Our approach at Grand Visual has always been to use technology in way which enhances the messaging. It’s interesting to see the high profile nature of this ‘programmatic creative’ discussion when you consider that digital OOH has been delivering on this for a few years already.
With OpenLoop, we have been making creative messaging more contextual and more relevant for years now. Google Outside is a great example of what a programmatic approach can do in DOOH. Managed through OpenLoop the campaign delivered relevant messages in real-time based on location, weather and other environmental factors. Benadryl was another campaign, which featured a programmatic approach, rather than a blanket two-week booking, geo specific messages were only displayed when the right factors were met, ensuring that there was little wastage.
Programmatic creative for DOOH is alive and well and has been delivering for years on various levels. It is not just about data, it is about being smarter with our creative endeavours and delivering messages that are relevant to time, audience demographic, location and mindset. It is programmatic that can’t be blocked or ignored, it is relevant, dynamic and creative and where the future of this industry lies.