The Happy Marriage of Creative and Data in Out of Home

Dave Yacullo President and CEO of Outdoor Media Group opened the meeting by saying that quotOOH is the perfect marriage between art and science We now have contextually relevant content in many formats and we are going digital quotCreativeThe creative keynote speakeramp160Mark Tutssel Global Chief Creative Officer Leo Burnett Worldwide waxed poetic about how outdoor one of the oldest advertising mediums is also one of the most compelling to change hearts and minds quotOutdoor for me is one of the great canvasesamp8221 he said amp8220When I first got into the industry I was told that when you have an idea first create an outdoor poster because this form of advertising distills an idea to its essence It can transform business and impact society It can stop people in their tracks The poster is the oldest form of outdoor information exchange and is also the medium of the futurequotWith that in mind Tutssel demonstrated the impact that outdoor can have when creative is merged with technology This merging can go beyond the mere commerce impact of advertising It can enable social good and health Examples included Samsung which rolled out smart trucks enabled with cameras and back screens showing oncoming traffic that helped lower car accident deaths on Brazil39s onelane roads Another example was CocaCola which used location based screens in Lahore Pakistan and in Delhi India to bring people together and share a positive friendly moment between two nations that sometimes view each other with suspicion and hostility These initiatives in my opinion are brilliant brand effective and socially beneficial bringing quotthe posterquot with its historical impact to change hearts and minds into the 21st centuryquotGreat brands have unmistakable brand identityamp8221 Tutssel concluded amp8220They capture the human spirit They are delightfully simple They grab people by the eyeballs and reward them for their time and intelligence People are looking for ways for brands to reward them and enrich their lives The message must open up inside our mindsquotDataA campaign can have great creative and an amazing initiative but without the ability to measure its impact we may never know how much they helped reach its goals That is where all this new data made available via the digitization of media can make an impact Plus the sophistication of blending location based technology with digital data enables OOH to more effectively target consumers at a time when they are most receptive to those ads Stacy DeRiso Group Director PHD Google explained quotWe are using data to identify an elusive target We are very scientific as to how to reach them and are targeting more specifically where they work and play in order to create contextual messagesquotAndy Stevens Senior Vice President Research and Insights for Clear Channel Outdoor has recently moved to OOH from digital What drew him to OOH quotIn digital we can get diverse audience insightsamp8221 he said amp8220We can optimize in real time But in OOH we have high impact There is no adskipping There is no amp8216below the foldamp8217 Traditionally in OOH it is hard to measure who is actually seeing that ad but we know there is a huge opportunity in data to change the industryquotHard data alone may not tell the entire story How do we know that the consumeramp8217s mindset is receptive to receiving and processing the message Enter neuromarketing into OOH quotWe use the emotional mindset to decide when to serve ads going beyond surface metrics to emotionsquot explained Alan Smith Chief Digital Officer at Assembly Smith realized that we get an emotional high after going to the gym rather than on a stressful commute and that may make us more open to ads from a company like Timberland quotWe shifted media towards gym type locations and inside gyms and maximized the mixquot he confided The combination of emotional behavioral insight coupled with location technology helps feed an ad at the right time in the right place when the consumer has the right mindset to receive itWhere there is data programmatic cannot be far behind When asked if OOH programmatic is in the near future DeRiso said quotYes Programmatic allows us to be more elegant We can create messages or bodies of messages that are more powerful and engagingquotquotWe embrace programmaticamp8221 Smith added amp8220It has daunting complexity but automation is a good thing The more you are embedded in technology the more buyers you havequotConclusionThe final panel moderated by MediaVillageamp8217s Stuart Elliott put all of the OOH pieces together the creative and the quantitative with a discussion of connected cities that are essentially partnerships between municipalities and marketers amp8220Smart Cities is a very nascent fieldamp8221 Elliott began amp8220It is fast moving but still earlyamp8221Initiatives like Citi Bikes the Highline and now Sidewalk Labs in New York City are according to Dave Etherington Executive Vice President Chief Strategy Officer at Intersection amp8220focused on improving the urban experienceamp8221 This is done with creative seamless partnership integration that can be quantifiedThe future looks bright for OOH As Elyssa Gray Director Head of Brand and Advertising NAamp160Cards Citi noted amp8220If you can think it up you can probably execute itamp8221And now you can even measure itThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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The Happy Marriage of Creative and Data in Out of Home

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Charlene Weisler

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The Happy Marriage of Creative and Data in Out of Home

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