Outdoor advertising has historically been one of the most effective channels for generating mass reach and brand awareness. However, in recent years, the industry has undergone an unprecedented transformation thanks to digitalization and the incorporation of advanced data.

Today, we explore a new frontier: DCO (Dynamic Creative Optimization). This technology enables advertising messages to adapt in real-time according to the context in which the ad is displayed.

The result is smarter, more relevant outdoor advertising with campaign ROI that can increase by up to 42%.

 

What exactly is DCO in OOH?

DCO in OOH is the ability to automatically modify the content of a digital ad based on contextual variables such as weather, traffic, location, nearby events, or even consumer behavior in that area.

In practice, this means that two people could see different messages on the same screen, depending on the moment and situation. For example:

•    On a sunny day, an ad for a cold drink might show a refreshing message and switch on a rainy day to highlight, for instance, the option of home delivery.

•    In an area with a sporting event, the creative could change to congratulate the local team or showcase related promotions.

•    Or during rush hour, the message could adapt to drivers in transit with relevant offers for their route.

This real-time personalization capability ensures that every impression truly counts and makes ads far more relevant to the audience at the moment of viewing—leading to greater brand recall and, as mentioned, a potential increase in campaign profitability of up to 42%.

 

Advanced Data: The Fuel of DCO

The real power of DCO lies in the fusion of multiple data sources, since data is the foundation of all ad personalization.
Depending on the sources we use, they can be divided into two main categories:

1. Advanced Data

These are data sets that come from strategic partnerships, mobile applications, and brands’ internal systems, such as:

 

• First-party data from partnerships: information shared securely and with consent between brands or companies to enrich ad personalization. These are usually high-quality, reliable data because they come from trusted sources with which the brand already has a direct relationship.
• Mobile app data: platforms like Uber or Skyscanner provide valuable insights on mobility, tourist flow, and travel patterns, among others.
• Inventory and stock data: this allows ad messages to adapt depending on product availability, adjusting promotions or messaging in real time to avoid consumer frustration.

 

2. Standard Data

This is the traditional information long used in OOH that remains key for contextualizing and optimizing ad messages. The most relevant include weather, traffic, flight and travel information, pollution levels, and more. These allow content to be adjusted promptly, ensuring ads are more useful and relevant to the audience at each moment.

 

Benefits of DCO in OOH Campaigns

Dynamic Creative Optimization (DCO) makes ads smarter and more relevant by automatically adapting to context, interests, and user behavior.

This provides concrete advantages for brands, including:

 

• Immediate contextual relevance: messages adapt to the user’s environment, increasing the chance of capturing attention and generating a response.
• Increased ROI: dynamic optimization ensures each impression is better targeted, reducing waste (irrelevant impressions that don’t deliver results) and boosting conversions.
• Integration with brand-owned data: brands can leverage data they already have (like purchase habits or product usage metrics) to enrich ad creatives.
• Flexibility and agility: campaigns can be updated in real time, reacting to unexpected events (such as weather changes or social media trends) without needing new assets or campaigns.
• Emotional impact and memorability: hyper-contextualized messages create stronger connections with audiences, as they feel crafted “just for them” in that moment.

 

Challenges of DCO in OOH

Despite its many benefits, implementing DCO in outdoor advertising presents some key challenges, including:

 

• Data privacy: it is crucial to manage personal data in compliance with regulations like GDPR in Europe and other local laws, ensuring transparency and user security.
• Technological investment: a robust infrastructure is needed to integrate multiple data sources and update creatives efficiently in real time, which requires significant upfront investment.
• Dynamic creatives: brands must design flexible templates that adapt to different scenarios without losing visual coherence or consistency.
• Coordination with partners: access to advanced data depends on establishing strong strategic alliances with other brands or platforms, ensuring collaboration and mutual trust.

 

The Future of OOH is Contextual and Dynamic

The rise of DCO proves that outdoor advertising is no longer static: it is now intelligent, adaptable, and highly relevant.
Brands that quickly integrate this technology will maximize their ad investment and stand out in an environment saturated with generic messages. It’s no longer just about being in the right place, but about saying the right thing at the exact right time.

In a world where attention is the most valuable resource, DCO turns every impression into a unique opportunity to create connection, build brand equity, and drive results.

 

 

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