For five of its spirit brands—Gordon’s, Tanqueray, Captain Morgan, Smirnoff and Smirnoff Cider—Diageo is launching a new out-of-home campaign featuring responsive ads that change based on different factors. The dynamic ads boast the ability to reveal different messages based on the local weather conditions or the time of day, ensuring that consumers will see relevant content as they frequent parks, railway stations and more.
The responsive ads will reveal messages like "sun's out, gin's out" or "#weekend," which seem simple and playful enough, but are shown based on highly sophisticated datasets that make the most of digital technology and dynamic scheduling to best showcase Diageo's portfolio of brands.
As the technology has been made available, many brands are opting to leverage hyper-local advertising schemes to share relevant content that will resonate with consumers on a moment-to-moment basis.
Responsive Alcohol Ads
Diageo's Responsive Ads Change Based on the Weather and Time of Day
Trend Themes
1. Responsive Ads - Using dynamic data to display personalized messages based on factors like weather and time of day, creating a more engaging and relevant advertising experience.
2. Hyper-local Advertising - Leveraging digital technology and dynamic scheduling to deliver highly targeted content that resonates with consumers in specific locations.
3. Data-driven Campaigns - Using sophisticated datasets and digital technology to optimize ad messaging and showcase a portfolio of brands.
Industry Implications
1. Advertising - The advertising industry can utilize responsive ads and hyper-local advertising to create more effective and personalized campaigns.
2. Alcohol - The alcohol industry can leverage hyper-local advertising to reach consumers at their favorite hangout spots, and use data-driven campaigns to showcase different brands based on the weather and time of day.
3. Digital Technology - The digital technology industry can develop innovative solutions to support the implementation of responsive ads and data-driven campaigns, improving the effectiveness of advertising strategies.