Whilst current outdoor targeting tech has been limited to latitude or longitude, we’ve taken it to the next level with DCOOH – it’s creative targeting down to an individual screen level, enabling brands to access highly personalised advertising in the outdoor space.

The combination of multiple data inputs with the agility of programmatic delivery opens up a new world of creativity and contextually relevant targeting. The best bit? It’s all wrapped up into a single seamless campaign buy.

We co-developed DCOOH with Flashtalking, integrating their tech with our own VMO infrastructure. Our belief is that this fresh thinking will continue to provide brands with more opportunities to cut-through whilst also continuing to live our Outdoor Done Differently brand DNA.

Here’s how;

Bringing personalised content right down to a screen level

Say goodbye to spray-and-pray tactics and hello to hyper-contextual messages that hit the target every time. We're not just reaching audiences—we're reaching the right audiences in the right place, at the right time, with an unprecedented level of accuracy and impact, revolutionising the way that brands connect with their customers. 

With the introduction of DCOOH, we’re unlocking a new level of personalisation that was previously limited to display and online video advertising. There’s no more waiting for a long creative turnaround time or relying on manual changes. DCOOH, offers full control and flexibility around messaging and creative. 

Giving the people what they want (and what brands want)

DCOOH gives the consumer what they want – a personalised interaction. Did you know that 71 per cent of consumers have come to expect personalised experiences? And a whopping 76 per cent get frustrated when they don't receive them? (McKinsey) 

Personalisation isn't just a nice-to-have; it's a driver of performance and better customer outcomes (and therefore, better business and brand outcomes…).

In the online world, we know brands that prioritise personalisation grow 40 per cent faster and generate a higher percentage of revenue compared to their competitors. Yet, despite this proven effectiveness, less than 10 per cent of paid ad impressions are personalised.

Given the OOH audiences VMO reach at scale, we believe DCOOH will provide brands with the best solution to deliver performance and customer outcomes.

DCOOH in action

Let’s consider a campaign that could personalise various components of the creative: such as opening hours, products, distance to store location. Each of these data points could have ten different variations based on campaign location objectives. Consequently, the number of potential creative combinations could reach into the hundreds.

DCOOH addresses the challenges of individually building these creatives whilst empowering brands to develop highly contextual and customised messaging. DCOOH gives brands a ready-made platform to set up their dynamic programmatic campaigns, reducing resourcing and tech requirements. The cost efficiencies realised by DCOOH set this solution apart from other automated scheduling platforms available in outdoor today.

The love child of DCO x OOH

By combining the digital smarts of DCO with the outdoor world, we're unlocking a whole new level of creative advertising power.

We’ve always had the belief that no two screens were equal. Armed with the knowledge that contextual data and hyper-localised, dynamic creative is more important to brands than ever, we believe that DCOOH is truly a game-changer that revolutionises the way creative is used in the outdoor advertising landscape.

What’s next? DCOOH is just the beginning. We’ll continue to flip the script, tear down walls, and redefine what outdoor advertising can be. It’s an advertising evolution of epic proportions. It’s Outdoor Done Differently. Are you coming along for the ride?