Digital ooh centre is our new dedicated digital out of home division. By delivering more impactful visuals and greater consumer engagement, Digital ooh brings new dynamics to the outdoor medium.

Guinness – Grand Slam Dynamic Countdown


As Irish Rugby fans eagerly awaited Ireland’s Grand Slam clash with England, Guinness counted down on digital screens across Ireland. Our propriety Dynamic platform enables digital campaigns to run seamlessly across multiple networks. The countdown could be seen on screens including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge and Orbscreens and Social Ds in-bar. Research has shown that OOH using Dynamic digital content boosts overall effectiveness by on average 19%.

Commenting on the campaign, Senior Brand Manager at Diageo Alexa Wolff said:
“After an excellent start to the six nations season, anticipation and excitement is growing among the Irish fans.  This Dynamic application to our Digital Out of Home campaign is the perfect way to engage with this audience and build excitement even further towards the season finale. The contextualised copy changes add further relevance to our wider OOH campaign around this year’s tournament and we are delighted to take advantage of PML Group’s Dynamic platform to bring an added dimension to our campaign.”

Also speaking on the campaign, Source out of home Director Louise Enright said:
“PML Group’s proprietary Dynamic platform offers Guinness Rugby the opportunity to capitalise on anticipation for Six Nations Rugby matches across multiple digital networks in a variety of environments.  The technology allows us to serve contextual copy relevant to the day and the match, building excitement in the 24 hours prior to kick off.  The Dynamic platform ensures that the right message displays at the right time in the right environment, all controlled from one central source.  The use of Dynamic Digital Out of Home amplifies activity running across Classic Out of Home formats, as well as across  Digital Media, ensuring that the audience experiences game-day anticipation across multiple touchpoints”.

Media: Carat // Creative: AMV BBDO  // OOH Specialist: Source out of home

Who ya gonna call?


The highly anticipated and much talked about reboot of Ghostbusters will be released in Irish cinemas on 11th July.

Directed by Paul Feig, the film stars Melissa McCarthy, Kristen Wiig, Kate McKinnon and Leslie Jones as parapsychologists who start a ghost-catching business in New York City.

In the lead up to the film’s release, Sony Pictures is running an Outdoor promotion that primarily includes digital formats. Planned by OMD and Source out of home, Ghostbusters is being advertised on DigiTower, Commuter dPods, 4Impacts digital totems, Transvision, AerPods, Orbscreens and the Green Screen at Stephen’s Green Shopping Centre. The campaign has also incorporated classic OOH formats, running on AdTalk.

Get your free breakfast this Friday!

IMG_4815-webPictured at the McDonald’s interactive special are Chris Collins (Clear Channel), Ciara Baker (Mediaworks), Orlagh Keane (Source out of home), Shireen McDonagh (Cawley Nea\TBWA), Pat Cassidy (PML Group) and Lara Walsh (Cawley Nea\TBWA)

Following from its success last year, McDonald’s have brought back Free Breakfast Friday! Today, 26th February, customers in McDonald’s will get a Sausage and Egg McMuffin or Bacon and Egg McMuffin for free until 10am.

As part of its promotion of Free Breakfast Friday (FBF), McDonald’s have run strong OOH campaign. Planned by Mediaworks and Source out of home, with creative by Cawley Nea\TBWA, the FBF campaign is running primarily on 6 Sheets but also includes a key 48 Sheet Première site in Ranelagh and an interactive special build on a bus shelter at South Great Georges St. The interactive bus shelter includes a digital screen that takes a picture of a person when the stand facing the 6 Sheet panel and superimposes your face on a person dancing.

McDonald’s OOH campaign for FBF also included a change in design mid-cycle. At the beginning of cycle 4 McDonald’s advertised on 48 Sheet Première that it uses 100% Irish free-range eggs in its breakfast menu every morning. On Monday 22nd February this design was changed to promote FBF. Creative on Adshel was also changed today, the day of Free Breakfast Friday, to further highlight to potential consumers that FBF is today.

Head on down to McDonald’s this morning for your free breakfast this Friday!

All Wrapped Up

McDonalds Wrap

Fresh from their success at the recent Outdoor Awards, McDonald’s have again teamed up with Mediaworks and Source out of home to create interesting and relevant OOH advertising. The latest promotion includes a media first on OOH in Ireland with digital dPods changing copy on a daily basis to highlight the restaurant’s ‘wrap of the day’. Seven different varieties are appearing on consecutive days in rail stations in Dublin.

This is an excellent example of using digital OOH media as it was intended – in a simple and subtle way. Along with this media innovation comes strong and simple creative that attracts attention and shows the product at its most appealing.

Traditional OOH media also features in the campaign in the shape of 6 Sheets, A2 Commuter panels, Forward Stems, AdTalk Phone Kiosks and Commuter Squares.

We know Irish Life goes digital

Irish Life cropped

The ‘We know Irish Life’ campaign is back on out of home. Following on from the success of the launch of the campaign in October 2014, Irish Life is once again advertising its research into quintessentially Irish facts.

Planned by Mediaworks and Source out of home, the ooh campaign is running on 6 Sheets and digital panels, such as dPods, Totems and iVision. The digital ooh is animated, and includes footage from Irish Life’s new TV advert that focuses on new parents at a hospital holding their baby. The ooh creative then highlights one of the many facts that Irish Life have researched – that 66 percent of us named our baby before they were born. The creative also encourages potential consumers to keep their families protected with Irish Life, ‘Ireland’s number 1 life insurer’.

DDFH&B worked on the creative for this campaign and PML Group’s in house design team, Design+, compiled the digital ooh.

The future of out of home advertising is at your fingertips

Digital ooh centre is our dedicated Digital ooh division. By delivering more impactful visuals and greater consumer engagement, Digital ooh brings new dynamics to the outdoor medium.

With advancing technologies and continued investment, the digital ooh landscape is steadily evolving – and with accelerated growth expected over the coming years – it is now more important than ever to keep abreast of new and exciting opportunities.

Digital ooh centre provide our clients the level of expertise and accountability they are accustomed to. Replicating the advances made with AmbientPlus in the ambient market, we are the experts in the digital ooh field.

For more information about Digital ooh opportunities and how it can make a positive impact on your advertising please contact Pat on 01 668 2900.

Posted in: Digital ooh Centre

Pat Cassidy

Ambient Manager

D: +353 (0)1 498 1907
M: +353 (86) 417 6146

Jennifer Byrne

Account Executive

D: +353 (0)1 498 1116
M: +353 (85) 703 6607

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