How Dynamic DOOH Drives Local Relevance

For franchise-based brands, one of the biggest challenges in marketing is balancing scale with local relevance. National campaigns are designed to reach broad audiences - but each location ultimately needs to drive footfall to its own store.

That tension is where many campaigns fall short.

The Challenge: One Message, Every Location

In traditional DOOH campaigns, creative is often deployed uniformly across every screen.

One message. Every location.

While this works for awareness, it doesn’t reflect how people actually interact with the world around them. A customer walking past a screen near one store is not the same as someone in a different suburb — but the message is often identical.

For franchise networks, this creates a gap: How do you run a national campaign that still feels local?

The Shift: Making DOOH Contextual

Dynamic creative changes that model. Instead of a single message, campaigns can adapt based on context — including location, time and proximity. This allows brands to tailor messaging in a way that reflects the environment the audience is in. For franchise businesses, this is particularly powerful.

Creative can dynamically point to the nearest store, making the message immediately actionable.

Baker's Delight

A recent campaign with Baker’s Delight demonstrates how this works in practice. Rather than deploying one generic message across all locations, creative was dynamically adapted to reflect the nearest store. This meant each screen delivered messaging relevant to its immediate environment - guiding customers toward the closest bakery.

For franchise owners, this addressed a common concern: Whether national marketing activity translates into meaningful local visibility.

The Impact

The results highlight the value of this approach:

• 61% uplift in footfall

• Over 300,000 store visits driven during the campaign

More importantly, the campaign demonstrated that DOOH can do more than build awareness. It can influence behaviour at a local level.

What This Means for Brands

As expectations around relevance continue to increase, campaigns that rely on a single message across all locations will feel increasingly out of step.

Dynamic DOOH allows brands to:

• maintain national scale

• deliver local relevance

• connect messaging to real-world context

For franchise networks in particular, this creates a much clearer link between marketing activity and local outcomes. The shift toward dynamic creative is not just about improving campaigns - it’s about making them more meaningful for both brands and the audiences they’re trying to reach. This is where DOOH starts to move beyond visibility, and toward real-world impact.