2018 Winners & Shortlists

SMART ADVERTISING WITH DYNAMIC CONTENT SOLUTIONS

Product/ServiceDYNAMIC CONTENT SOLUTIONS
EntrantJCDECAUX MIDDLE EAST & AFRICA Dubai, UNITED ARAB EMIRATES
Type of EntryInnovation
CategoryInnovative Technology
Idea Creation JCDECAUX MIDDLE EAST & AFRICA Dubai, UNITED ARAB EMIRATES

The Campaign

The idea is simple, the client selects the data feeds desired. The artworks could vary based on a set of different data feeds such as: weather, time of day, flight information, language, social media feeds, travel retail data, real time and much more. For instance, Dynamic Content Solutions has been used to target specific nationalities using language-based advertising in airports.

Creative Execution

The innovative technology itself is a software solution based on a data driven approach which allows to display different artworks based on different criteria making advertising smarter with contextualized and engaging messages with artworks which could vary based on a set of different data feeds such as: weather, time of day, flight information, language, social media feeds, travel retail data, real time and much more. This solution can support artwork changes based on a large set of data feed. The entire process from creation to implementation is very easy it starts with selecting the data feeds desired, then creating the relevant artwork that will link to each feed, the content will then be uploaded to an FTP platform and assigned a predefined set of rules then pushed on the screens once these rules are active.

We know that Dynamic Content Solutions work. We observe a +12% increase in prompted recall and +53% in message recall when campaigns use smart solutions, while over 52% of airport passengers appreciate advertising in their own language, especially the Chinese (81%) and the Middle Eastern audience (KSA: 77%, UAE: 74%). Sources: Posterscope, 2015 Global Shopper Connection 2, 2016

Dynamic Content Solutions brings a revolution in the way brands advertise. It is an ultimate way to deliver the right message to the right audience at the right time. It allows to display different artworks based on different criteria to make advertising smarter with contextualized and engaging messages.

Credits

Name Company Position
Alain Saliba JWP General Manager
ALBONI Serena JCDECAUX Managing Director
VASLIN Jonathan JCDECAUX Regional IT Manager