Can OOH Reach $35 Billion by 2025? The DPAA Summit's Auto Marketers are Bullish

Opening the automotive segment Maroun Ishac a director of business development at Intel described the level of investment in technology for programmatic outofhome advertising quotunprecedentedquot and said that it could make OOH a 35 billion industry by 2025 quotWe have all the technological capabilities to make that happen todayquot he said Something else is required to make that big leap buyin from big auto marketersOOH was dealt a blow by COVID19 so it has to recover from that first Ad revenue was down 45 percent to 148 billion in the second quarter of 2020amp8212for obvious reasons If people are quarantined they39re not quotout of homequot For the first six months of the year revenue was down lessamp8212252 percentamp8212with a total of 334 billion according to the Out of Home Advertising Association of AmericaBarry Frey CEO and president of DPAA as well as the host of the summit sees great potential for the marriage of automakers and programmatic OOH quotIt used to be you put your ad on the side of a building and it stayed there for a monthquot he said in an interview quotBut now we39re digitizing the medium with great mobile and location data and dynamic advertising that can change by time by temperature by audience and by breaking news The ads can be changed depending on the cars going byquotWhat39s more Frey said auto marketers will learnamp8212from that anonymous phone dataamp8212that people who passed by a digital billboard later visited a dealership or went online and looked at information about the car in questionThe DPAA Summit heard from two leading inhouse auto marketers Angela Zepeda is the chief marketing officer at Hyundai with agency experience at QuigleySimpson INNOCEAN USA and Lowe Campbell EwaldquotFrom March on it39s been a wacky year for everyonequot said Zepeda who39d been in her job only a few months when COVID hit quotBut we were luckier than most because we had cars on the ground It was actually a great time to buy because everyone was offering these great incentivesquotHyundai gave nervous buyers a safety netamp8212payments would be covered for up to six months for owners who lost their job in the pandemicamp8212which it played up in advertising messages Here39s one of those ads from New ZealandBuyers could also complete their transaction with limited dealership contact which is an ongoing trend that gained traction during COVID quotIt was strong messaging and a lot of people said yes to itquot said Zepeda quotAs a brand we39re sensitive about saying 39Come in and buy a car39 Was that the right tonequotZepeda said she is quota huge fan of digital out of home With the available metrics you can tell how many people visited the dealerships As marketers we have to qualify our work with CEOs who see our work as an expense so being able to prove that people are responding to the ads is important for usquotHyundai marketing slowed down from April to June but now it39s back at full speed Hyundai advertising partner Canvas Worldwide was on the DPAA Summit with Zepeda CEO Paul Woolmington said OOH is a growing part of the mix quotIts digitization coupled with personalizationquot he said quotWe have to be more contextually appropriate in how we reach people and what we say to themquotChris Jeyes is a senor media specialist at Jaguar Land Rover He comes from a family that loved and restored the cars and says he applied for seven jobs over five years before finally landing at JLR Jeyes started as a digital and social person then switched to the media side of the businessIn OOH Jeyes said the challenge is quotconveying the sense of adventure inherent in the cars in a medium that39s not as dynamic as othersquot How39s this for getting attention Last year JLR put a Range Rover Evoque on top of a Chicago Transit Authority subway entrance to engage thousands of commuters JLR partnered with Intersection Posterscope DentsuX Illumivation and Spark44 to make that happen quotA unique OOH experiencequot said BillboardInsidercomJLR is working with Merkle M1 which Jeyes said provides quota great tool because it39s surrounded with data points that give us a close look at our consumer base We39re able to get an accurate view of the people who have bought and we believe will buy our cars We know what media they39re consuming and how much time they spend with that mediaquotJeyes also said that it39s important to develop ad campaigns that can work across channels including OOH So the OOH Evoque billboard the company is working on has to sync up with messages in other mediumsJeyes closed with a message for companies OOH and otherwise that are soliciting JLR39s business quotWhen we get so many generic insertcompanynamehere pitches it becomes tiring and I stop readingquot he said quotJust tell us about the one thing you do very well Make it uniquequotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily 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Can OOH Reach $35 Billion by 2025? The DPAA Summit's Auto Marketers are Bullish

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Jim Motavalli

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Can OOH Reach $35 Billion by 2025? The DPAA Summit's Auto Marketers are Bullish

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