Intersection CEO Chris Grosso Says Out of Home Will Reign Supreme in the Cookieless Future

With the impending changes for IDFAs and the prospect of a cookieless future there will be some media platforms that can succeed in this new reality Out of home is one of them The shift from consumer optout to consumer optin creates an opportunity for platforms that offer premium content quotIf you advertise on a premium publisher you know the audience you39re gettingquot Grosso said quotYou know that the audience is going to be high quality That39s got benefits for publishers because the publishers will get the full value of the audiences without the ad tech companies acting as middlemen The notion of premium content and context becomes much much more valuable Publishers that can deliver engaged audiences are going to be in a really good positionquotPrivacy looms large as a challenge for many companies but Grosso is less concerned when it comes to many of the ways advertisers use out of home quotBrands don39t necessarily need to know exactly who the individual person is they need to know whether the people who saw those advertisements showed up at the storequot he said quotYou can deliver aggregated anonymized data in a privacy friendly wayquotamp160to show the value of OOH while maintaining privacy and conforming to the new regulationsIntersection is an OOH publisher that offers a range of compelling content like what is found on LinkNYC which provides useful content like weather time factoids artamp160and local event calendars in addition to ads In addition the company can offer a point of purchase opportunity for advertisers quotSay you39re a beer company and want to reach people who are going to barsquot Grosso posited quotYou could buy a digital out home campaign on our screens on Friday nights right around the bar I don39t need a cookie to be able to reach that audience I can find that audience at a logical place and timequotAccording to Grosso the sunset of cookies offers a compelling point of difference for out of home quotSay you want to target drugstore shoppers You can put ads on digital outofhome screens or even static outofhome screens right outside the drugstore and that39s a powerful context for shopper marketing campaignsquot he said quotLocation and context become really important in a world where you can39t use cookies track audiencesquotOutofhome measurement solutions for advertisers include established currencies and proprietary approaches quotWe rely on Geopath which is an audited set of metrics for the out of home industryquot for reach frequency and impressions Grosso explained quotGeopath is the currency that people buy and sell on We found that it was a good baseline But you have to enhance those metrics So we39ve put together an ecosystem of partners that can build on top of what you get from Geopathquot which includes more information on actual audiences delivered and what they do after exposureOne example is campaign measurement for bus exterior advertising quotWe sell advertising on more than 10000 buses in the United States and our bus measurement solution uses StreetMetrics which provides digital style measurement and attributionquot based on the bus39 location data matched to anonymized mobile device data of audiences who see the bus adsFor Grosso the future is bright with possibilities quotPublishers with valuable premium audiences with differentiated content are going to be really successfulquot he noted quotThat39s going to be true in the digital space and that39s going to be true in the physical spacequotHe pointed out that the opportunities are there for both big and small companies Big platforms like Facebook or Google quotwill continue to be successful because they have lots of data and big audiences that are highly engagedquot Grosso said quotIf you39re a specialized vertical publisher with a good audience you39re also going to be successful The premium outofhome companies will succeed because they can use location targeting to reach hard to reach audiences with really good creative in contextual brandsafe environmentsquotPeople are coming back to cities and going out more frequently as the pandemic winds downquot he added quotAdvertisers want to reach those folks at critical points throughout the day so high quality outofhome publishers are going to thrive Out of home will become a great way to add highly localized reach for any of these marketers because if they want to target locations or consumers who congregate specific neighborhoods the best way to do it has always been out of home Increasingly as more privacy regulations emerge it may be the only way to do itquotOut of home will continue to be the most cost effective privacy friendly and brand safe way to reach consumers if you want to target a geographyquot Grosso concludedPhoto courtesy of IntersectionClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Intersection CEO Chris Grosso Says Out of Home Will Reign Supreme in the Cookieless Future

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Charlene Weisler

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Intersection CEO Chris Grosso Says Out of Home Will Reign Supreme in the Cookieless Future

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