Contextual Media: Reaching the Right Audience in the Right Place at the Right Time -- Suzanne Grimes

As a speaker at Digital Hollywoodamp8217s Media Summit last week in NYC I was excited to contribute to a contextual advertising panel OutofHome is pretty new to this party and among a row of digital thought leaders Clear Channel Outdoor had a seat at the tableWhy With the nimbleness of digital billboards we can now make our messaging much more timely and relevant This extends to everything from crosstown crosscountry sporting rivalries to realtime holiday posts to emergency broadcasts notifying drivers of the recent mudslides in Los Angeles Our leadtime is much shorter amp8211 hours instead of weeks and we have creative flexibilities that can be displayed on nearly 1200 large format digital screens across the US Used effectively itamp8217s quite impactfulWe want to help marketers who are faced with the insatiable demands of consumers who want content thatamp8217s engaging surprising and available immediately Abby Marks director of strategy and operations OgilvyEntertainment and moderator gave a nod to those who just finished bingewatching House of Cards on Netflix those who barely slept and didnamp8217t shower for three days Those are the consumers weamp8217re trying to reachRealtime relevance and quality content that is quick is going to get us there As Ryan McLaughlin chief strategy officer at Tribal Worldwide pointed out contextual advertising is not photoshopping a picture of a pizza or a plane on a football field during the Super Bowl Brands who try too hard to be culturally relevant may miss the boat on being contextually relevantGeorge Hammer vpgroup director of digital strategy at Digitas encourages brands to take the best of their earned media and use it for their paid media When an accidental jet fuel spill threatened the Daytona 500 a truckload of Tide saved the day and the Twittersphere was abuzz Tide can clean up fuel spills The social chatter inspired their team and they used real footage from the cleanup and turned it into a paid commercial that was contextually relevant and interesting because it was unexpectedThis doesnamp8217t mean you have to install a war room in your agency hiring people who are focused on that one moment that may occur in a split second Instead engage in amp8220realtime listeningamp8221 Focus on the stories that are the most shared and commented on and move the conversation from social chatter to your advertisingSome of us are letting Twitter posts do the talking in digital ads online and in outdoor Itamp8217s a combo of realtime relevant and surprising During a Valentineamp8217s Day promo last month we expected the usual deluge of love notes and marriage proposals What we didnamp8217t expect was a hilarious Tweet exchange on a digital billboard in Milwaukee between a dad and his daughter Our screens can do national and hyperlocalData is going to be what really fuels contextual marketing We are now capable of personalizing the message on a digital screen based on information from a consumeramp8217s mobile device For example picture greeting a consumer at airport arrival because they opted into the airlineamp8217s mobile app amp8220Hello Hannah Welcome to Chicagoamp8221 the sign reads It may be the extra energy boost Hannah needed to haul it to the baggage carouselThis mobile data is readily available and producing insights 247 because letamp8217s face it amp8211 our phones are always on The data logged at 3 am may prove to be extremely insightful especially if weamp8217re trying to reach night owls or targeting insomniacs with sleep aidsTechnology is also enabling smartphones to act as beacons of marketing Beacons are locationsensitive transmitters that send targeted messages to smartphones based on their precise location and they are changing the shopper marketing game Jack Myers shared recently that this trend has arrived and is an affordable tool for retailers who can be outfitted with a beacon for about 150 This applies to billboards too the capability to send coupons to mobile devices from a billboard is becoming a reality and it will be measurableI encourage you to invite outofhome to the planning discussion from the start We will show you just how integral we are to your media mix Datadriven targeting personalization and realtime messaging are enabling us to reach the right audience in the right place at the right time With deeper metrics relevance will only increase As Marks clearly noted amp8220Ellenamp8217s going to outtweet you anywayamp8221 so you better have a stronger contextual strategy in playPresident and COO Suzanne Grimes is leading the transformation of Clear Channel Outdoor North America into a dynamic media business that fully recognizes the potential of integrated digital and mobile marketing opportunities in outofhome across the US and Canada Follow her on Twitter at SuzanneGrimesCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Contextual Media: Reaching the Right Audience in the Right Place at the Right Time -- Suzanne Grimes

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