Kinetic Ireland, the Out of Home (OOH) media agency, is delighted to announce the launch of its new Digital Out of Home (DOOH) system and division; D:FOUR. The dynamic system is powered by an in-house content management system that allows content, creative, moderation, preview and dynamic ad-serving from a centralised platform at its Dublin headquarter. The new division will be headed up by Rachel McCloskey, who has been with Kinetic since 2015.
Digital OOH currently accounts for 15% of total OOH spend but this is expected to grow to 19% in 2018. The introduction of new digital formats from a number of media owners across 2018 + 2019 will help attract new advertisers and new ways of using the medium.
D:FOUR aims to improve how the market is currently using Digital Out of Home and to provide clients with more data-driven and dynamic campaigns. D:FOUR will provide endless scope for creativity as Kinetic innovates new ways to reach consumers by bringing various data sources together with brand insights in order to create and build reactive campaigns. The system will integrate seamlessly with media owner scheduling systems enabling innovative, dynamic campaigns.
The innovative name for the new division, D:FOUR derives from the elements the system will use to contextually connect with audiences;
· Dynamic referring to the endless possibility for creativity within the new system.
· Data-Driven ensuring that data sits at the core of the platform acting either as a trigger to allow serving of dynamic messages or as content.
· Digital Out of Home is the network of digital screens which allows bespoke messaging drawing relevance from locations, mindsets and environments.
In anticipation of D:FOUR’s release Rachel McCloskey, Account Manager of Kinetic said, “Our new D:FOUR system will have a positive influence on how our clients use Digital OOH to connect with consumers throughout the day. The system allows bespoke, contextually relevant messaging which in turn will enable us to further connect with audiences on a more personal level. Research has shown that the use of contextual, dynamic content can lead to an additional sales uplift by 8% .”
Kinetic will be hosting a seminar on Dynamic Digital OOH in May to introduce D:FOUR, explore the dynamic capabilities of DOOH and highlight how clients and agencies can take advantage of the new D:FOUR platform.
Simon Durham, CEO for Kinetic added “D:FOUR will hugely benefit our clients and agencies and we look forward to demonstrating our new system at our seminar in May. The seminar will allow us to effectively demonstrate how our advanced system will assist our clients in creating contextually relevant advertising. Digital Out of Home now has more in common with digital online and we should be aligning these strategies to reach consumers effectively.”