JCDecaux is promoting its new content management system for digital out-of-home ads called SmartContent by sharing contextual Shakespeare quotes across select digital screen inventory.
The quotes are influenced in real time by mitigating environmental factors such as weather, time and location as well as custom data feeds.
SmartContent will sit along the company’s buying and planning tool SmartBrics, with the accompanying campaign set to expire after a month.
The quotes will roll out across the country, bringing the new service into light in addition to celebrating the 400th anniversary of William Shakespeare’s death.
The company provides the following example: “If it’s gloomy in Glasgow, audiences may be treated to: ‘For the rain it raineth every day’ from ‘The Taming of the Shrew’, while sun in Southampton could trigger, ‘When the sun shines let foolish gnats make sport’ from ‘The Comedy of Errors’.”
Alex Matthews, managing director at JCDecaux Dynamic said: “A fraction of all digital campaigns have a dynamic element. At JCDecaux, we strongly believe in dynamic by default for digital campaigns which is the driver behind launching SmartContent.
“The new global platform makes the process of serving creative based on real-time data for brands much easier and is a huge step forward in delivering contextually relevant ads in out-of-home.”