Out of Home is the Next Frontier of Video and There's a New Guide to Navigate it for Advertisers

Out of home advertising has been undergoing a digital transformation for over a decade As digital screens replace traditional vinyls and paper in transit and new screen apertures from interactive kiosks in malls to retail end caps to WiFi enabled information hubs dot the urban landscape the transformation from once passive wallpaper to highutility highimpact multimedia OOH has given way to massive new swaths of video inventory for marketers to leverage In fact it39s occurring so rapidly that it39s almost as if you need a guidebook to truly grasp the extent of what is out there and how to understand and measure it So it is a good thing that the Out of Home Advertising Association of America OAAA has come to the rescue with the newly released Digital Video Out of Home VOOH Buyer39s Guide Reaching Consumers Where They Are in a MultiScreen MultiChannel WorldMichael Rosen is Chief Revenue Officer of Intersection and is the cochair of the Video Out of Home committee of the OAAA which was in charge of the creation of the guideWhat is IntersectionFor a company whose ad units were located among some of the hardest hit areas during the pandemic cities airports malls you might expect at least some tinge of bitterness some feeling of mental exhaustion or dismay Rosen indicates nothing but positivity and optimism about the future quotThe past yearandahalf was and continues to be an incredible learning experiencequot he says quotAs people were getting outside onto the streets we were there with LinkNYC to provide realtime updates on public health guidelines and critical resources While people were deciding when to go to the grocery store or pharmacy Link informed them of the best times to run those errands based on data through our partnership with Foursquare And while workfromhome turned neighborhoods into business centers our digital screens from LA to Chicago to Philly provided context and utility based programming Digital OOH became and remains an essential information system that people tune intoquotLooking forward Rosen is enthusiastic quotNow we have cities opening up people are getting out on the streets again taking public transportation going below ground to get to work and travellingquot he notes quotWhen you take the pentup demand to get back to those public spaces coupled with consumers39 increased engagement with video you have a much greater appreciation around VOOHquotComplete integration of digital video buying isn39t the only seismic change that is happening within the agency community While specialty OOH divisions are still an important and valued part of the agency world the pandemic and its aftermath have allowed video buyers a more fluid ability to deliver their video goal GRPs Rosen describes the Buyer39s Guide as a quotlabor of lovequot to educate those buyers and the market at largeWhy a Buyer39s GuideThe Buyer39s Guide provides rationale research and case studies that illuminate the power of VOOH both for those who are familiar with it overall and for those who are newly empowered to integrate VOOH into their wheelhouse quotThe Buyer39s Guide really level sets that VOOH can deliver anything that other video options canquot Rosen explains quotSometimes even better In terms of viewability and fraud and brand safety VOOH has none of these issues We can measure the exact same outcomes as any other video platformquotOver the past decade there has been a movement towards buying video against specific audience types aka new homeowners or auto intenders vs solely demographics Given the broad mass reach nature of OOH can this medium meet that level of preferred targeting Rosen says yes and then some quotEvery company has their own way of doing it but they are doing itquot he notes quotAt Intersection we partner with Neustar to identify and append the audience segment information to our screens and assets across the country That has been table stakes over the last few years We actually see the combination of 39let39s look at the contextual proximity of places which grows in importance over the cookieless future39 with the audience segments as a unique advantage We see the literal journeys of these consumersquotThe Buyer39s Guide not only provides a taxonomy of all the location types that a buyer can buy VOOH but also an extensive overview of companies that supply the inventory It details the sources and various levels of audience and contextual targeting available The Guide also is very useful in communicating common creative standards used across platforms and the many ways that VOOH can be used creativelyCreative and VOOHWhether it is for a 101 on VOOH for the new OOH buyer a refresher for the longterm practitioner or a resource for the generalist media executive The Digital Video Out of Home Buyer39s Guide is a strong and essential referenceYou can download your copy of The Digital Video Out of Home Buyer39s Guide hereClick 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 MediaVillagecomMyersBizNet

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Out of Home is the Next Frontier of Video and There's a New Guide to Navigate it for Advertisers

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Jeff Minsky

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