Now is the time for marketers who have spent the past six months on the sidelines, interpreting the signals buried in data and gathering learnings, to put their messages back out where consumers are active and engaged – increasingly, outside the home. As more digital screens become available, brands and businesses need to keep in mind the particularly timely benefits of digital out-of-home (DOOH) as a way to effectively and efficiently deploy their market spend in our “new normal.”
Some OOH media providers have already moved beyond the traditional real estate-based approach in which advertisers focus on a specific region or even choose specific billboard locations. Instead, they are using data and technology to target specific audiences and measure the impact of their campaigns. For the laggards, the pandemic is proving a catalyst for overdue change. Let’s consider why OOH’s audience-based future is closer than ever as well as what is next for the industry’s evolution.
With consumer behavior changing quickly, and so much about the future in flux, retailers are working harder to get a complete understanding of their shoppers as they go about their journeys between the digital and physical worlds, says Ubimo Co-Founder Ran Ben-Yair. Strategies specifically designed to target high-intent shoppers are moving into the forefront, as large retail brands come to terms with the unprecedented challenges of this new reality.
Ultimately, we know that people will go back outside. And they’ve already done so, with the average distance traveled amongst Americans up at least 28% since the first week of April, according to Geopath and Intermx. With more consumers back out on the roads, OOH will rebound to “become more valuable than ever.” Now is the time for agencies and brands to get ahead of competitors, revisit their OOH strategies, and smartly phase them back into plans.
Here are five things to consider.
When most people hear the term “out-of-home” advertising (OOH), they think of old-school billboards and bus kiosks. Those are still staples of the category, but its growth and innovation are being defined by other approaches at the intersection of physical media and digital targeting.
“People instantaneously think billboards, but it literally can be wrapping a ferry going to a music festival for a brand and throwing a party on said ferry,” said Quan Media Group Founder & CEO Brian Rappaport on the latest episode of Street Fight’s Heard on the Street podcast (listen above). “If you do out-of-home the right way as a brand, you’re going to hit that audience you’re looking to hit. That’s the challenge for me: finding the right fit for so many of the unique brands I work with because really none are the same.”
With consumers today asking for more authentic, personalized experiences, the German apparel manufacturer PUMA recently launched an outdoor campaign that involved audience targeting, programmatic capabilities, and situationally aware screens with hologram technology. PUMA worked with Havas Media and the outdoor ad platform Firefly to design a weekend-long campaign during the 2020 NBA All-Star Weekend in Chicago. Together, the companies outfitted smart media displays with hologram projectors to display 360-degree images of PUMA’s newest sneaker on the roofs of parked cars in front of multiple Chicago landmarks.
Location-based digital video network Captivate and location-based mar tech company Hivestack are teaming up to expand access to programmatic digital out-of-home ads, the companies announced.
Hivestack’s marketplace and ad exchange will allow customers to buy video inventory on Captivate, which will bring engaging video ads to offices across North America. Captivate offers a professional audience of particularly high interest to marketers.
Consumer-packaged goods shoppers trust out-of-home advertisements more than those delivered on any other channel, a new report on CPGs and advertising from Vistar Media and MFour indicates. Fifty-three percent of consumers say they trust the content in OOH ads, more than any other single medium.
Good news for the whole location-based marketing industry—a new report from location data firm Factual based on a survey of location data buyers finds the field is getting more effective and better at measuring its results. Nearly 9 in 10 marketers said location data is driving more effective campaigns. Eighty-six percent said it’s growing their customer base, and 84% reported higher customer engagement.
However, while use of location-based marketing is set to grow to 94%, only 24% use it or are planning to use it to establish offline attribution.
The ad tech industry’s state of flux and disarray spurs confusion and buyer skepticism of real innovation. This is particularly prevalent in rapidly evolving areas like programmatic that also contend with existing legacy trust issues. I come across this every day, as there seems to be a persistent rumor that programmatic Out of Home (OOH) is “fake,” and that, when looking under the hood, programmatic OOH is merely an automated process for reserving and purchasing inventory. This misconception results in missed opportunities for marketers.
Out-of-Home (OOH) advertising is having a fantastic run. It is the only traditional media channel to consistently grow over the last 10 years and is expected to continue growing in 2019, according to the Outdoor Advertising Association of America.
However, OOH teams are often siloed away from broader digital marketing teams and are categorized differently in budget breakdowns and post-campaign analysis. As the field adapts and evolves, continued separation of digital and OOH teams is going to hinder, rather than help, your efforts and results.
I’ve been attending Digital Signage Expo (DSE) in Las Vegas for quite a number of years, and now more than ever, the show organizers, Exponation, deliver on their promise: a highly impactful four-day event jam-packed from early morning to late at night. The show demonstrated that if content is king, context is definitely queen. Location is the new cookie, and all the out-of-home industry stakeholders are now finally aligned for much success in the years to come.
Geopath President Kym Frank says the money that outdoor advertising industry put towards digital has reinvigorated the market by becoming more interactive and targeted. Meanwhile, the opportunity to measure the reach and effectiveness of outdoor has brought new relevance to the medium.
Nonprofit organization Geopath, previously known as the Traffic Audit Bureau for Media Measurement, has announced it will use software from Citilabs to power an audience location measurement solution for out-of-home advertisers.
Billboards, like most things in our lives, are getting smarter. A report released this morning by PQ Media estimates that digital out-of-home advertising in the U.S. generated $2.37 billion last year, or 32% of the $7.4 billion of the total outdoor advertising market…
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