A buzzworthy campaign for Magnum Ice Cream will only display ads on the roofs of taxi cabs when it’s hot out. Using a remote deployment system that allows for real-time updates over 3G, Magnum’s OOH partner, BrightMove Media can target ads when it exceeds a certain temperature. The initiative is aimed at reaching morning commuters in harder to reach places.
Creative optimization in the physical world is starting to gain traction as advertisers look to match the efficiency of digital advertising. Now with real-time data feeds, digital displays and more precise audience measurement, advertisers are just beginning to skim the surface with what is possible for OOH media.