Harnessing 1st, 2nd, and 3rd Party Data for Dynamic OOH

When it comes to Dynamic OOH Creative, using the right data is the key to delivering relevant, responsive campaigns that engage your audience in real-time. Whether you’re working with first-party, second-party, or third-party data, each type brings a unique strength to the table, helping brands maximise the impact of their outdoor advertising.

Here’s a breakdown of how each data type works and some real-world examples of how we’ve put them into action.

First-Party Data: Your Customers, Your Advantage

First-party data is information collected and owned directly by the brand, typically sourced from interactions with their customers. This could include data from loyalty programs, transaction history, CRM systems, or even physical touchpoints like in-store visits or surveys. It’s the most valuable because it’s uniquely theirs, allowing the brand to create highly personalised, dynamic ads tailored to their customers’ behaviors and preferences.

Case Study: Billups // Oneroof Working with Oneroof and Billups, we developed a custom CMS that allows Oneroof to pull real-time property data from their website and control its display across digital billboards nationwide. This ensures that house hunters are always seeing the most relevant and up-to-date listings, in their location right when they’re needed most.

• Data & Integration: First-Party property data pulled from OneRoof website into their custom OOH CMS.
• Benefit: Nationwide control of property listings for maximum relevance

Second-Party Data: Collaboration for Smarter Campaigns

Second-party data involves sharing insights with trusted partners to enhance targeting capabilities. It’s essentially someone else’s first-party data, made available through a direct relationship or API access between two businesses. This allows the brand to create more accurate and contextually relevant campaigns by extending their audience reach or tapping into additional insights.

Case Study: Sprite Campaign In the Sprite campaign, we used second-party data from Google Maps to create a dynamic ad experience that responded to live traffic conditions. When traffic slowed, the creative automatically updated to display live imagery of the traffic, making the ads more relevant to drivers on the road.

• Data & Integration: Live Google Maps traffic data
• Benefit: Ads that adjust to real-time traffic for better engagement

Third-Party Data: Broader Insights for Bigger Impact

Third-party data comes from external aggregators or providers and offers broader insights. This data could include public information or purchased datasets related to demographics, weather patterns, or general audience behavior. It’s incredibly useful for contextualising campaigns to respond to factors outside of the client’s own data, such as environmental conditions or market trends.

Case Study: Starcom Worldwide // Tourism Tasmania For Tourism Tasmania, we used real-time traffic data to trigger creative changes across 57 roadside billboards. The ads would automatically shift between different creative based on the time of day and traffic conditions, ensuring the messaging was always relevant and engaging for the audience.

• Data & Integration: Real-time traffic-triggered creative
• Benefit: Ads that respond to traffic flow and time of day for maximum relevance

By tapping into first, second, and third-party data, brands can transform their OOH campaigns, making them smarter, more responsive, and infinitely more impactful. At Latch Digital, we’re here to help you unlock the full potential of your data and create dynamic campaigns that stand out in a crowded world.

Ready to optimise your next campaign? Get in touch and let’s get started.