London art gallery Tate Britain is running an out-of-home campaign that reacts to current weather and traffic conditions to show different works of art. The campaign runs on two outdoor sites, owned by Ocean Outdoor, on either side of the busy A4 road in West London. Different paintings, drawn from more than 500 years of British art, are automatically triggered across the two screens according to specific events or conditions such as the time of day, the traffic flow, the weather and flight arrivals. For example, an image of Turner's "The Storm" on the left hand poster accompanies a forecast for bad conditions on the right.
The technology was engineered by digital OOH agency Liveposter, in collaboration with Total Media and Posterscope, with creative done in-house at Tate. According to a study done by Posterscope this year with mobile brand EE, out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns.