Specsavers, the UK-based optician and audiologist, increased eye test bookings by using data-driven digital-out-of-home (DOOH) ads that were updated in real time to show the nearest store’s availability.

Why it matters

The use of first-party consumer data to fuel a DOOH execution allows for high levels of contextuality and personalisation, and so is capable of grabbing consumers’ attention. At the same time, it also breathes new life into a medium long considered to be “traditional”.

How it worked

• Specsavers built a system that would scrape appointment availability from every UK store at 10-minute intervals.
• Based on a dynamic...