Rapid Versioning is changing the game for OOH advertising
“We’ve used the decades of experience we have and turned it into formulas, algorithms and code.” says Ric Albert, Executive Creative Director, Grand Visual.
Now more than ever, the demand for reactive and dynamic content is increasing. This, combined with the diverse array of current Digital Out of Home (DOOH) locations, can present significant challenges and time demands for industry creatives and their partner agencies.
With DOOH set to see further growth, predicted to account for 66% of total OOH revenue in 2024, this challenge will only increase for creative houses trying to meet the demands of their clients’ media bookings.
To help businesses achieve these demanding goals, Grand Visual, part of Talon, is helping to ease this pinch point with their proprietary Rapid Versioning tool. Bringing together Grand Visual’s learnings from creating OOH content for over 20 years and the ever-scaling needs of the OOH industry, this tool streamlines the creative process into one simple workflow. Rapid Versioning, or ‘RV’, will help businesses achieve their most demanding creative goals with a completely unique, distinct system that saves creative studio hours.
RV is a semi-automated service that takes the heavy lifting out of the traditionally labour-intensive task of re-versioning creative. With the supply of just three master files, Grand Visual’s team can deliver responsive layouts that automatically adjust to any spec within a booked or planned media strategy. Scalable across static, full, or subtle motion, the system works to deliver OOH campaign creatives within 48 hours and without compromising quality.
“The aim was always to provide a system that empowers advertisers to budget effectively and allocate resources where they can yield the highest returns.”
What’s more, RV’s integration with programmatic advertising opens new possibilities for advertisers seeking to maximise the overall impact of their OOH campaigns. By generating a comprehensive set of creative assets optimised for programmatic platforms, RV allows seamless execution, enabling advertisers to capitalise on the efficiency and targeting capabilities of programmatic OOH.
To put this into perspective, our campaign for Starbucks went live across 11 cities and over 100 formats! Due to a short turnaround, including all amends, the process took just 24 hours from start to finish. Had it not been for RV, this process would’ve taken much longer. This system saves agencies significant time and money by removing the usual stress and hassle.
The GV Team is not resting on their laurels. They are currently working on taking Rapid Versioning to the next level, exploring how it can be used for multimarket and multilanguage opportunities in the UK and globally. Stay tuned for more exciting developments!
For more information, go to:
Ric Albert, Grand Visual
Guest contributor.
