Dynamic creative – the ability to change ads in real time to better suit the audience and environment – was supposed to change the game. Brands are testing the waters, but it’s far from business as usual. Can Australia’s ad industry evolve? Digital out of home operators, supply-side platforms, creative, media and production agencies say so – but only if creative dynamics also change.

Programmatic digital out-of-home (pDOOH) is arguably the most interesting new media avenue for brands. It can deliver scale, impact and reach while combining digital efficiency and metrics with one of the most effective brand-building media. Brands can test and tweak dynamic creative to optimise results, and target hyper-locally with different messages at different times of day. There are still a number of challenges to solve, notably like-for-like metrics, but digital out-of-home firms say pDOOH is attracting a new class of advertiser – and they are going after broader digital budgets.