DPAA will announce tomorrow at its annual Video Everywhere Summit that it is launching an ad campaign to support digital out-of-home (DOOH) advertising. The campaign breaks tomorrow and was developed by DPAA in conjunction with legendary advertising creative executive Jon Bond and the independent ad agency, Madwell, with sponsorship support from Ubimo, the location intelligence technology company that works with out-of-home agencies and media owners to plan, target, measure and optimize campaigns.
The campaign, which has the tag line “With DOOH, You Can,” conveys to advertising decision-makers that DOOH audiences are steadily coming back and that programmatic DOOH is agile and nimble, and thus ideal for the greater-than-ever need to change messages in real time. One execution, for example, touts DOOH’s ability to “target a hyper-specific audience at hyper-specific moments.”
The video campaign will run on several DPAA member networks whose screens reach advertising decision-makers, including office building elevator and lobby screens via Captivate Media, as well as in advertising and media trade publications reaching a global audience. DPAA member GroundTruth has donated one million mobile ad impressions to the campaign.
Barry Frey, president & CEO of DPAA, said, “This campaign delivers on our goals with copy enhanced by a crisp, bold array of sunshine-evoking colors signifying that people are once again starting to venture out and about. DOOH programmatic ad trading is surging and now more important than ever during this COVID period as the ad industry needs powerful campaigns in the real world that can be easily and quickly altered by goals, creative, time, current events, available audience, target audience, specific locations and regions. These digital and dynamic capabilities supercharged out-of-home advertising pre-COVID and will be an indelible part of the ad landscape when we come out of this as well.”
The setting for tomorrow’s announcement, DPAA’s annual global Video Everywhere Summit, will be held as a livestream production over three days from October 13-15, 11am – 2:30pm ET each day. Content pillars for the OOH industry’s tent pole event include: 1) Omnichannel and Programmatic, 2) Diversity and Inclusion and 3) Globalization of Media and Brands, with additional content showcasing the aggressive growth of digital out-of-home advertising. Information and registration details are available here.
The “With DOOH, You Can” campaign follows one that DPAA spearheaded with Madwell this past spring. That initiative, called “We Are the Countervirus,” ran on OOH screens in the U.S., Canada, U.K., EMEA, Asia and additional parts of the globe. The campaign harnessed the power of DOOH to provide clear, actionable steps on slowing the spread of COVID-19.