Campaign here and now, i.e. about the possibilities and effects of real time marketing

One of the channels through which marketers communicate with their customers in real time is DOOH. According to data published by IGRZ, the estimated increase in outdoor advertising expenditure for the first half of 2018 is 8.8%, compared to the same period in the previous year. A similar turn of events can be seen in the United Kingdom. According to Outsmart, the popularity of outdoor advertising increased by 5.3% compared to the first quarter of 2017, reaching £267 million in the first quarter of 2018. We owe such high results to investments in the broadly understood outdoor and the growing popularity of digital LED screens. These results confirm campaigns which, thanks to new solutions, have a chance to reach the recipients with even greater effectiveness.

Fashion Week in DOOH version

On the occasion of the 10th anniversary of the Victoria Beckham brand, a live report from the London Fashion Week show was broadcast on digital LED screens located at Piccadilly Circus. The broadcast, which was the culmination of the brand's out-of-home campaign, began on 16 September. For a week, LED screens displayed David's pictures taken by German photographer Juergen Teller. September 16th since 9.55 a.m. reported on the entire course of the Victoria Beckham fashion show on London's Dover Street. The campaign was carried out by Ocean Outdoor, which operates Piccadilly Lights on behalf of Landsec.

The latest news from the royal palace

An equally current DOOH advertisement in the UK was carried out in April by a well-known school article manufacturer, Tinc, who celebrated the birth of his third royal child in real time. The first congratulatory spots for the Duke and Duchess of Cambridge appeared within 2 minutes of the official announcement of the birth of a new descendant of the royal family. The original creation, which linked the reports about the royal child with the male offer of the Tinc store, was activated on 50 LED screens throughout the country and fully exploited the digital potential of this medium.

A month later, Ocean Outdoor joined the royal wedding ceremony. The two largest advertising screens in London the day before Prince Harry and Meghan Markle's wedding broadcast photos of the happy bride and groom and joined the national wedding on 19 May 2018. The long-awaited wedding photos were shown on the famous Piccadilly Lights and Full Motion screens in Westfield Square.

Additionally, pictures of the newlyweds along with their congratulations were displayed on Piccadilly Circus for 40 seconds, twice an hour from Saturday afternoon to Sunday evening.

Sports emotions on a digital screen

An equally unusual campaign was also carried out in Poland for Legia Warszawa by the Jet Line advertising agency. The campaign on digital LED screens was launched in July and will continue throughout the Legion's league in the Ekstraklasa. Seven screens located in the centre of the capital city, including 6 located at DH Centrum and one located at Cepelia in Jerozolimskie Avenue, will feature spots informing about the upcoming tournament and encouraging passers-by to cheer together. On the day of the match, just before the start of the match, streaming of the song "Sen o Warszawie", sung by fans and football players, will appear on the screens. Emissions will be available with sound, which is a non-standard feature used in this type of campaigns. During the match, thanks to the digital LED screens, the audience outside the home will be able to monitor the results of the match on an ongoing basis.

The campaigns described above are a great proof that DOOH is the most up-to-date medium, which is able to accompany its customers always in the right place and at the right time.