International snack company Mondelez has experimented with dynamic advertising on the traditionally brand-building medium of out of home (OOH) with mixed results.

This is according to a new exclusive on WARC – Mondelez gets to grips with dynamic OOH – which looks into a promising development for the medium, but one that has found little interest in the industry.

Adoption of this ‘dynamic’ form of digital OOH remains stubbornly low, representing only 8% of the UK’s total outdoor media investment, according to figures quoted by Glen Wilson, Posterscope’s Managing Director.

Speaking onstage recently, Mondelez International Area Media Manager for Northern Europe, Julia Sparrow, expanded on the brand’s mixed fortunes with dynamic OOH.

Mondelez’s first successful experimentation with the technology occurred five years ago as part of its shopper marketing strategy, she explained: “The nature of our business is that we were very focused on how you can use dynamic in the POS space, using store data and location to really start to tweak the messaging, being more relevant to consumers in proximity to store.

“[We assumed] that would see an increase in sales and that’s absolutely what we saw.”

From those initial steps, Mondelez began considering how best to deploy dynamic OOH creative from a “brand story” perspective, rather than simply “nudging” consumers towards conversion. “This is a space that we’re still exploring, and we’ve seen some highs and lows,” said Sparrow.

Mondelez has turned to econometric modelling to pin down the optimal mix between digital and traditional OOH sites, including examining a recent campaign for its Cadbury brand. The company found that using a combination of four or more digital formats within the outdoor mix led to a “significantly greater” ROI – something Sparrow admits she hadn’t expected to see.

As Mondelez’s involvement with the medium develops, establishing benchmarks and shared lessons is key. “Having a really strong and clear measurement agenda and a learning plan will help you to be able to start to prove the value, and know what works and what doesn’t,” Sparrow said.

Sourced from WARC