How to De-Mystify Digital Out of Home

Opportunities and AdvantagesMore and more DOOH is being discussed in the same conversations as digital and social media and that according to Campbell is a good sign for itsamp160growth and acceptanceamp160because it creates a quotnatural similarityquot amp160Also a plus amp160Malls are valuable end points for advertising because they offer recency messaging that occurs close to the end of the shopper consideration funnelamp160 In addition Campbell noted DOOH is quot100 viewable and offers a fraudfree spacequotThrough its use of mobile location data DOOH is able to track the daily consumer journey which takes it down to a close onetoone measurement quotIf a consumer enters one of our mall locations they probably saw the ad and we can then push messagesquot Mirmelstein saidGrowth in both mobile and programmatic can benefit DOOH in the future amp160quotMobile can be used for different types of measurementquot Campbell statedamp160 quotProgrammatic developments and developments in mobile provide the perfect storm for an evolution in this space that can translate into bigger dividends for the channelquotChallenges and How to Overcome ThemSo in a world where media planners are spending valuable time policing their buys why isn39t DOOH more than a last onfirst off media spend amp160One of the big challenges is data and measurement though Mirmelstein believes quotmeasurement is getting better through the mobile devicequot amp160But a bigger issue is that DOOH is not able to get the exact return on ad spend which hampers its ability to fully compete with those media platforms than can post against this informationquotBrands need to be able to report back to their clientsamp160and the market mix modeling in DOOH won39t look goodquot Campbell asserted amp160quotIt doesn39t perform in the ad spend paradigm amp160We need to look at sales lift and we can talk about attitudinal studies and brand awarenessquotOf course old mindsets are the hardest to change amp160quotA big challenge is the status quoquot Mirmelstein said noting that media spending is often a history of who has been bought in the past amp160So it becomes more of a rote exercise of repeating what was done beforeTo change thatamp160quotyou need to have the right people in the roomquot Campbell said amp160In addition to the usual participants try to include analytics investments and planning for example amp160quotAlsoquot she noted quotbig holding companies have approval lists amp160Get in the door and become an approved vendor amp160Think of yourself as a digital vendorquotThese things take time and one must remain philosophical amp160quotNothing is perfectquot she continued amp160quotMobile isn39t perfect amp160If you are looking to poke a hole you will find it amp160The expectation has to be that we are as possible as possible nowquotNext Steps to SuccessThe best way to overcome the status quo is to change the conversation amp160quotDon39t talk about foot trafficquot Campbellamp160warned amp160That is an old metric that is antiquated in today39s digital world amp160quotTalk about viewability reach no fraud the funnel and attributionquot amp160There also needs to be transparency in measurement amp160Be open to doing more custom researchWhen it comes to the creative quotcater it to the environmentquot Mirmelstein suggestedGetting in front of the planning cycle is another consideration although as Campbell explained planning cycles vary by agency category and brand quotAgencies also have lunchandlearn meetings so go in and presentquot she said adding quotagencies have a test and learn budgetquot which can help introduce the value of DOOH for an agencyquotNot only do I see DOOH as an integral part of video strategies at agencies in 2018 but it will be viewed more so on a neutral playing field with other forms of digital videoquot she concluded amp160quotAt the end of the day the closer it leans into the science part of the art and science which is at the crux of edia buying and planningamp160the more opportunity there will be for the mediumquotBeing open to the possibilities and getting out the message of the promise of DOOH as an addition to the current buy may in fact be the best route to successClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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How to De-Mystify Digital Out of Home

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Charlene Weisler

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