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Infiniti delivers dynamic DOOH campaign to target car brands

DOOH companies are constantly competing to get the attention of distracted commuters. One way some companies are getting a leg up on the competition is by developing dynamic campaigns that respond based on the customer. The automobile manufacturer Infiniti recently ran its own dynamic campaign in Russia to directly target potential customers.

August 9, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

DOOH companies are constantly competing to get the attention of distracted commuters. One way some companies are getting a leg up on the competition is by developing dynamic campaigns that respond based on the customer. The automobile manufacturer Infiniti recently ran its own dynamic campaign in Russia to directly target potential customers.

Russ Outdoor, an outdoor advertiser based in Russia, partnered with JCDecaux, an outdoor advertiser, to deliver the DOOH campaign, which would respond directly to a commuter's car brand.

Cameras above digital outdoor displays would identify the particular car brand a user was driving and then show different advertisements.

"We showed different creatives for each car brand within a given target audience," a Youtube video on the campaign said.

The content itself would feature videos of a particular Infiniti car as well as videos of luxurious locations. The displays would also show the latest deals on various Infiniti cars.

Many commuters have fairly regular routes, especially when driving to work, so campaigns like this one can quickly become stale if users seem the same content over and over. Luckily, this campaign had an answer for that issue.

If the billboards detected that a certain car has seen the advertisement five times, it would display a separate creative.

"This technology allows the advertiser to communicate more accurately with his audience," the video said.

You can watch the campaign in action below. 

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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