Toyota Ukraine launched a non-standard DOOH advertising of car brand Lexus with using the technology of street digital panels triggered to weather conditions and time of day for the first time in Ukraine.

In the center of the campaign was the new Lexus RX. In order to strengthen the campaign and emphasize the key message with the help of technology, the media agency Vizeum Ukraine (part of a group of companies dentsu Ukraine) decided to use dynamic digital panels, the image of which reacts to weather conditions and time of day. So, no matter the rain, no matter the heat, the Lexus RX always remains predatory on the outside and family-friendly on the inside, and thanks to special triggers integrated into the advision software, it transmits the mood outside the window.

For the algorithmic advertising campaign, four clips were adapted: a daytime scene with clear weather or with rain and an evening scene with clear weather or with rain. With the help of developed scripts, the advision panel management software synchronizes with the weather service and automatically starts the appropriate video. Advertising was placed on digital panels of medium and large formats on the streets of the capital of Ukraine.

The launch of the campaign, which demonstrates the advantages and modern possibilities of dynamic digital out-of-home, started in October 2020.

It’s digital OOH ads that truly capture consumers’ attention. Advertisers follow this lead. In 2022, DOOH advertising spending in the US is set to reach $7.18 billion. The proportion of DOOH ad inventory transacted programmatically is expected to grow by 14.8% this year. Overall, more than 80% of global advertising executives agree that programmatic offers “good value.”

Other benefits of programmatic Digital Out of Home include:

• Ability to run trigger-based buying campaigns
• Innovative ways to target consumers
• Higher brand recall and awareness
• A wider audience reach a lower cost

Due to the novelty of DOOH ads, consumers are more likely to engage with them. In fact, 50% notice advertising either “all the time” or “most of the time.” This is in stunning contrast to “digital ad blindness” most people have developed. Programmatic DOOH lets you match device-collected data with audience insights from third-party attribution vendors to provide more precise targeting. A comprehensive data ecosystem allows advertisers to run high-performance omnichannel campaigns in the mix. DOOH ads can bridge the physical and digital worlds. The ad creative can be updated dynamically to be more personalized and memorable. Programmatic can tie ad messaging to real-time events — weather conditions, the latest game scores, or the number of cars in the area.

Interactivity also lends extra engagement to DOOH ads. An Ultraleap study found that compared to static, dynamic ads have 21% longer dwell time and result in 2X more conversions. Also, viewers spend 50% more time viewing the ad, and they are 52% more effective in increasing brand awareness. Brands are intrigued with the new omnichannel customer targeting possibilities of DOOH. According to an Alfi study, 96% of senior advertising executives believe DOOH data can improve campaign creativity and allow brands to leverage even more granular targeting.

With Digital Out of Home, advertisers can purchase ad units in locations most popular with their target audience, perform advanced segmentation, or run sequential ad campaigns across channels. For example, target transit passengers with mobile ads first. Then retarget them with a related ad on a digital screen at their final destination. (How it work?)

Overall, the DOOH market is merely entering the growth stage. Over the next two years, 95% of advertising executives expect the DOOH market to grow significantly and surpass $50-$55 billion by 2026.