Outfront: Unlocking the Untapped Potential of OOH

First a Bit of Media History for ContextAdvertising has gone through three distinct phases since the 3990s When I first joined the advertising industryamp160the media world was focused on exposure Traditional media ruled with ads driving demand generation which equated to throwing much coverage and frequency at the consumers39 metaphorical wallamp160and then trying to measure what they saw or heard in return Optimizing for exposure and effective frequency was considered the Holy Grail Life was good and OOH was rock solid in the demand gen stakesNext we entered the late 3990s and the birth of the Internet Companies like Yahooamp160and Google seemingly popped up overnight and found a new way to capture attention The ad world shifted to engagement measuring not only what people saw but also what actions they took amp160think clicks and shares Zenith even rebranded to quotthe ROI agencyquotamp160Cookie targeting ruled back thenLater on with the advent of Facebook Twitter LinkedInamp160and other social platforms in the 2000s the third major advertising shift occurred The industry moved from impression to expression by placing contextually relevant content and allowing consumers39 collective networkamp160effects to create viral advocacy Thus sentiment analysis was born and brands subsequently shifted huge sums of money to the new shiny quotdigitalquotamp160channel Interestingly at the same time a parallel paradigm shift occurred the move from demand generation to intent fulfilment perhaps a sign of Yahoo39s ultimate undoingIn response to consumers increasingly expressing their opinions online advertisers recognized the value in monitoring and measuring that ongoing dialogue to implant brand messages and meet them halfway often through the ubiquitous mechanism of targeted ads Today a modern media company39s value is derived from creating connected networks for consumers to engage postamp160and share within as well as for advertisers to take advantage of the data and insights which underline said consumers39 intent In the present context digital is set to grow by double digits in 2017 All seems bright in the digital media landWhy is This Relevant to OOHIn our connected consumercentric socialamp160and mobile world the future potential of OOH has increased exponentially for three reasons1 OOH Has Strong Foundations of Demand GenerationOOH continues to be the rocksolid medium for generating demand I think back to my early career days when I believe it was Maurice Saatchi who said quotAdvertise don39t apologizequot I always thought he was referring to OOH because it seemed like the obvious medium to use to make a bold and very public statementamp160and create brand fame Get the creative right use prime sites in the right locations multiply by proximity or recency theory and see what happensApple is probably the best use case but others are catching onamp160Facebook with its quotLivequotamp160campaign andamp160Twitter with its recognizable Hashtag Hillary and Donald campaigns are further proof that the most techsavvy companies need to generate demand and are using OOH to do so From General Motors to Warner Brothers Anheuser Busch to Sprintamp160to CocaCola all verticals are seizing the opportunity OOH is the demand generation medium and advertisers are starting to realize that using digital only to drive mass consumer demand has its limitations2 Digital OOH is About to Come AliveDigital OOH has proliferated in most places because it allows for ease of creative delivery and access to the most ondemand sites On the other hand digital in OOH is not completely there yet but is poised to be switched on Imagine a cloudbased app a WiFienabled beacon with contingent content capabilities and geolocation data that provides new levels of proximity targeting consumers more precisely than ever before In other words digital media as we know it translated to the real world We are building the tools for effortless planning and buying as well as a new common currency to measure impression to expression in a socially amplified world which are all exchange or private marketplace compatible True digital in the OOH space is coming3 OOH Will Become the Intent Fulfillment MediumImagine a world where digital OOH is inclusive of everything outside the homeamp160where consumers spend 70 percent of their time and includes every digital interaction from connected driverless cars to roadside attractions The new digital OOH will have the predictive ability to understand where the right audience is where they39ve beenamp160and where they39re going Fuse this new level of data with digital geolocation capabilities and social interactionsamp160and youamp160have the ultimate intent fulfilment mediumThe rocksolid foundation of demand generation and the consumer intent fulfilment capability that comes along with it will make OOH the ultimate digital medium of the future The untapped potential for OOH is right in front of us The transformation is up to us to unlockClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Outfront: Unlocking the Untapped Potential of OOH

Author

Publish date

Channel

Clive Punter

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Outfront: Unlocking the Untapped Potential of OOH

Enjoying This Commentary? There's More to Love

Clive Punter

Cookies