International Advertising

Dynamic OOH Creative

Develop Digital OOH Creatives That Respond to the Real World

Develop Digital OOH Creatives That Respond to the Real World

Dynamic Out-of-Home (OOH) Creative is digital billboard and screen advertising that automatically changes in real-time based on live data triggers like weather, time, location, or sports scores. 

Delivering adverts dynamically to digital billboards that are relevant gives advertisers a unique engagement with their audience, thus increasing brand awareness, ad recall and perception.

Instead of showcasing the same messaging and imagery throughout a campaign, dynamic ads can use different variables to decide which message or variant is shown and when.

One Day Agency delivers dynamic OOH campaigns that use real-time data to serve relevant, context-driven creative across digital out-of-home screens.

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Why Use Dynamic OOH Creative?

Dynamic campaigns deliver digital OOH advertising that is contextually relevant to the brand, place, time and more. The primary benefit is the flexibility this gives businesses, and the control they have over how campaigns are delivered. 

They might, for instance, showcase a hot drink promotion during a cold winter commute and a lunchtime meal deal in the middle of the day, or change the messaging based on whether it is raining or sunny.

Some of the many advantages of dynamic OOH creative include:

  • Making ads more relevant to their immediate environment

  • Adapting creatives based on the weather or time of day

  • Using live data feeds to inform campaign messaging decisions

  • Developing different variants for specific locations or placements

  • Support with more targeted media buying

  • Combining multiple messages within one campaign

  • Mixing dynamic creative with wider digital out-of-home advertising strategies

Dynamic OOH is often highly relevant for brands with changeable messages, whether promoting different products or launching time-sensitive offers.

Why One Day?

One Day provides creative development, media planning and buying to ensure brands make the best use of digital OOH opportunities. Our all-senior team works across out-of-home advertising, creative and digital media, basing dynamic creative on locations, audiences and specific campaign strategies, both for domestic and global promotions.

Clients have access to our proprietary ad tech and tools that are designed to support accurate and data-based planning, identifying placements that may have minimal impact and those well positioned to deliver exceptional results.

Our Work

Dynamic OOH Creative: Key Capabilities

  • Time of Day

    Time of Day

    Campaigns that show different creatives at points of the day align messaging with natural audience behaviours, whether focused on peak travel periods, holidays and events, meal times or commutes.

    This approach helps advertisers make the same digital displays work harder, while ensuring their messaging is relevant to the audience and circumstances, recognising that screens might be seen by different demographics throughout each 24-hour cycle.

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  • Weather-Triggered Creative

    Weather-Triggered Creative

    Weather is one of the most widely used applications of dynamic OOH creative. Campaigns can react to conditions like temperature, rain, heat and sun, provided the available technology and campaign setup can support these variables.

    Clothing brands might promote waterproof products when rain is forecast, while food and drink companies might react to warmer weather, connecting advertising with the actual conditions viewers are experiencing.

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  • Data Feeds and Live Feeds

    Data Feeds and Live Feeds

    Some dynamic OOH campaigns incorporate data or live feeds which determine which iteration is shown. This could relate to events, transport information, sports results, the availability of products, and other changing data sources.

    The use of live information gives companies a way to ensure their campaigns feel more immediate, relevant to audience behaviours, and connected to the types of information or circumstances that matter to their target viewer.

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  • Location-Based Dynamic Promotions

    Location-Based Dynamic Promotions

    The position of a digital billboard might itself influence the creatives displayed because brands can develop messages for exact areas, routes or audiences, such as promoting a local store or service.

    Businesses might also select destinations such as universities, financial districts, tourist attractions, busy commuter routes, airports, conference centres and high-traffic pedestrianised shopping areas as part of their strategy.

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  • Dynamic OOH Creative and Digital Billboard Advertising

    Dynamic OOH Creative and Digital Billboard Advertising

    Digital screens can be one of the most visible and impactful ways to use dynamic OOH creatives, using digital billboard advertising combined with promotions that showcase varied messages at different stages of a campaign or based on the factors we’ve explored. 

    While creatives still need to be designed for the environment in which they’re being shown and need to be digested in just a few seconds as audiences drive, walk or cycle past, dynamic messaging is an innovative way to advertise on digital billboards.

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Latest Out-of-Home Campaigns.

See below our selected work in media planning and buying, click or tap to view.

Colt Technologies Tram Wrap
Colt Technology Services

Technology Services - International OOH Campaign

Big Drop Paper 6 Sheets
Big Drop Brewing

FMCG - Out-of-Home Campaign in Ireland.

Train Station Advertising
Takis

Non-Alcoholic Beer - Out-of-Home Campaign & TV

More OOH Case Studies

Speak with our planning team today.

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👉 Who will you speak to?

At One Day, you speak directly with senior strategists and directors involved in the work, not account handlers or junior intermediaries. Expect straight advice from experts across Creative, OOH, Digital, and global media activation.

Shelby
Sailor
Scott

Shelby

Sailor

Scott

Klaudia

“Dynamic OOH makes creative more responsive to the world around it. By adapting messaging using factors like location, time, weather or live data, brands can make every placement feel more relevant to the audience seeing it.”

Ricardo Seixas, Founder and CEO, One Day Agency

Ricardo Seixas

Full-funnel Advertising Agency

Our Work
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What our clients are saying…

  • Codorníu Raventos - International Brand Manager Europe & Asia

    “About Nielsen data: It is once again very positive for us because while the category fell by 11.6% in value, and the cava category decreased by 5.6%, we are once again the green dot in the data, growing vs. the previous year's and increase of market share. These results are clearly related to the MKT campaigns during April and July. So, once again, thank you very much for your wonderful support. We are achieving great things in the UK thanks to these impactful marketing campaigns.”

  • Mark Hodson, VP of Marketing at UNiDAYS

    "Freshers is such a pivotal moment for UNiDAYS. As the UK's leading student platform, working with a tried and trusted team was key. We've found that in One Day. Their professionalism and unique approach to measuring effectiveness and incrementality is truly exceptional.”

  • General Manager, Itchy Baby Co

    “We needed a digital agency that rocks the pants off it in the social & digital space that was fast, flexible, insightful and fun. Critical for us was someone that was responsive, really understood paid digital, and had the ability to make short, sharp, quick creative ads. One Day is that Agency.”

  • Gurveer Chana, BigCommerce's Demand Generation Manager

    “It was an incredible experience partnering with One Day Agency. We handed them a strict budget, and they met it and exceeded our expectations. Their professionalism, creativity, and unwavering support were instrumental in our campaign’s success. From designing and picking locations and strategies, they were with us every step of the way, and we couldn’t be happier with the results.”

International Media Planning and Buying.

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International OOH Advertising

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Frequently Asked Questions.

  • Dynamic OOH creative is a type of digital out-of-home advertising that uses the prominence of modern digital billboards and screens, and creatives that have been designed to react to or represent different variables or triggers.

    These can include elements like the time of day, weather, location, events, traffic congestion and other live information, enabling advertisers to pick which iterations are shown.

  • Dynamic OOH campaigns use digital screens alongside CMS, data feeds or programmatic buying platforms to decide which creative is displayed. 

    Marketers can also establish a set of rules that dictate when different versions of an ad appear, depending on the campaign set-up and the capabilities of the screens.

  • Dynamic creative can make digital OOH advertising more flexible and contextually relevant by allowing brands to adapt their messaging according to real-world conditions.

    It also means advertisers are able to use multiple ad variations across locations and times without relying on one message for an entire campaign.

  • Yes. Dynamic OOH advertising is subject to the usual regulations and rules about promotional material displayed in a public place, and often needs planning consent or permission from the relevant transport provider or facility owner.

    Brands also need to be conscious of the Advertising Standards Authority's CAP Code, which applies to out-of-home marketing placements.

  • The first step is to identify what you want your campaign to achieve, and the types of context or relevance that would make a genuine improvement to how your target audience perceives and reacts to your messaging.

    One Day can, of course, provide support with this process, from media planning and selecting locations through to creative development and campaign launches, helping brands work out where dynamic OOH can add value.

Get in touch today.

Digital out of home advertising and Media planning.

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