Kinetic Ireland, the OOH media agency hosted an industry seminar to demonstrate the capabilities of Digital Out of Home (DOOH) and its new in-house division and system, D:FOUR earlier this week.
The new system is powered by an in-house content management system that allows content, creative, moderation, preview and dynamic ad-serving from a centralised platform in Kinetic’s Dublin Headquarters. Over 100 people from the media industry attended the event.
A number of leading industry figures spoke at the event including Rosh Singh, Director of Digital Innovation at Kinetic UK, Andrew Newman, Founder & CEO of DOOH.com and Jeremy Taylor, Head of Strategy at DOOH.com, Aoife Hudson, Deputy Managing Director at Kinetic Ireland and Emma Everard, Account Director at Zenith Media.
Aoife Hudson discussed “The Digital Journey Out of Home” in Ireland and how Digital OOH, when used in conjunction with traditional or static Out of Home is effective. Previous studies from Kinetic demonstrate that it delivers higher recall and brand engagement.  She also pointed out that OOH’s share of digital spend is expected to grow from 15% in 2017, to 19% in 2018 and 25% in 2019.
Rosh Singh, Director of Digital Innovation at Kinetic UK, spoke on “Digital growth in the UK” highlighted how the digital market in the UK now covers 24,000 digital screens, has 60% reach of all adults and delivers over 1bn weekly impacts.  Andrew Newman and Jeremy Taylor, meanwhile, spoke about how the D:FOUR system works and the product suite. D:FOUR is powered by DOOH.com.  RUSH, they pointed out,  is an innovative DOOH content management system, “offering a fresh and simplified approach for rapid deployment of linear, smart and dynamic content. Designed to integrate fluidly with media owner networks, RUSH offers advertisers complete flexibility to change their ads at a moment’s notice.”
Finally, Emma Everard, Account Director at Zenith Media, presented a case study from Molson Coors outlining a recent, dynamic Digital OOH campaign for Carling.
Speaking after the seminar, Simon Durham, CEO, Kinetic Ireland said “Kinetic Ireland is delighted to host our seminar looking at the capabilities of Digital OOH and to demonstrate our system, D:FOUR, with our industry peers and clients. The event provided an insight into how D:FOUR operates and how dynamic DOOH campaigns can really connect and resonate with consumers. This space is really exciting, and the possibilities when using data are endless. We’re really looking forward to creating more exciting dynamic and contextual DOOH campaigns.”
