Digital Out-Of-Home Comes of Age

quotThe problemquot he continued without missing a beat quothas been that for a long time outofhome just didn39t keep up as the rest of the marketing world charged forwardamp160 But that is changingamp160now that it is being brought into the digital age integrated with mobile and made buyerfriendlyquotNo Place Like Digital OutofHome DOOHDOOH represents all of the publicfacing digital touchpoints users interact with on a daytoday basis as they move through the worldamp160 This includes billboards of course but also digital screens of all types from kiosks to video gamesamp160 The ubiquity of these screens means that they are strong as ever in their traditional role of building a brand39s funnelamp160 quotOutofhome has been good at building brands as long as it has existedquot Grella pictured at top reminded meamp160 quotI remember being a kid driving into the city with my dadamp160 We always passed a big Mercedes ad and I fell in love with itamp160 I decided way back then that one day I39d be driving one myselfquotIn today39s world with its evergrowing focus on hyperlocal activation designed to drive instore engagements DOOH can do a lot more than this particularly when paired with mobileamp160 quotWe are now able to move with consumers through the world and tailor their digitaloutofhome experiences to how they are actually living their livesquot Grella said quotbecause now we can combine audience segmentation and filtration with specific geofencing targeting specific types of screens in synch with both desired audiences and metrics and then layering mobile on top to drive instore conversionquotAfter listening to Grella explain it it is hard not to view the growth of DOOH as inevitable even though it has been a long time coming particularly considering how well it complements other mediaamp160 quotIt is what digital and mobile on their own have been missingquot he sharedamp160 quotIt39s that onpoint activation that so often tips the scalesamp160 Together the three make up the golden trifectaamp160 But the growth of DOOH is not just about getting access to an everexpanding world of digital screens and activationsamp160 You can have the best product imaginable but what good is it if no one wants to purchase it the way you are offering itMaking it Easy for Buyers to BuyquotMedia buyers are young they39re busy and they39re facing enormous pressurequot Grella assertedamp160 quotFor most of them it has historically been hard not to see outofhome advertising as having a small impact zone a high expense and limitedtozero data to back up claims of efficacy even when they did want to put in the effort to buy itamp160 Fortunately solving this dilemma has been pretty straightforwardamp160 The market simply had to stop trying to sell DOOH to buyers on its own terms andamp160instead allow them to purchase the way they are used to buying thingsamp160 Let them buy DOOH like they buy everything else from books to clothes to media what they want when they want it and in the form they like bestquotUltimately buyers want to purchase an audience over a specific date on specific mediaamp160 And they want attribution and good reporting both performance and deliveryThe nature of the purchasing process is also important Grella addedamp160 quotMedia buyers don39t want to wait around on five vendors so they can view responses to five different RFPsquot he saidamp160 quotThey have worked their asses off and they want to get to happy houramp160 So and this is what we39ve created at Adomni they want a platform that allows them to come in and build exactly the campaign they want to knowing in advance what kind of reporting and attribution they can expectamp160 It39s simple it39s clear and it can be purchased on a credit cardamp160 And it39s fastamp160 You can build a plan targeting eight different screens tailored to unique demographics psychographics and behaviors in 30 minutesamp160 And you can do that three months in advance or at 830 pm the Friday night before your campaign goes livequotSo to come back to where I started the idea of OOH has always been attractivequot Grella concludedamp160 quotBut progressive buyers couldn39t help but be dissatisfied with how the medium was progressingamp160 Finally this has changedamp160 The targeting metrics and buying capabilities have all come up to the standards of other mediaamp160 As a result the experiences that consumers will be treated to will be significantly more immersive and more impactful than ever beforeamp160 This is obviously very good news for brandsamp160 It significantly increases their ability to interact with their consumers staying in perfect stride with them as they live their lives every dayamp160 Who would have thought that outofhome would be so excitingquotClick 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 writers

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Digital Out-Of-Home Comes of Age

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Gary J. Evans

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Digital Out-Of-Home Comes of Age

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