Finding Answers to Media Mix Questions in the Great Outdoors

In this era of increasing complexity with ondemand content consumer empowerment and personalization continued fragmentation and even societal elements including urbanization it is no question that the media landscape is changing more rapidly than everHaving spent almost 15 years on the media agency side leading local strategy for national brands planning national Upfronts integrating local buying teams across media channels and developing integrated investment solutions Iamp8217ve witnessed both the challenges as well as the emergence of new solutions as the marketplace has evolved at an accelerating paceamp160Iamp8217ve repeatedly listened to strategy teams across brand disciplines from packaged goods to finance and everything in between ask how to develop the best approach to market in light of the seismic forces reshaping the advertising industryamp160They all ask similar questions How can we deliver on client goals in this complex marketplace What can we do to satisfy the modern consumer who has control over the media they engage with today How do we stay relevant in an environment that demands clear measurable results across every channelThe brands themselves are unsure how to tackle realtime sales data to regionalize their message They wonder how they can build better creative to leverage the wealth of local information they receive while also incorporating their social assets to target influencers and build those crucial relationshipsThis is happening across sectors as creative strategists have come to me wondering where they can best showcase their work Creative content is optimized and set to deliver relevant messages to major points of action at just the right time but which screens will deliver most effectivelyThe moreamp160 I understood the growing challenges modern media buyers and planners and creativesamp160 faced today the more I thought about the untapped potential of outofhome and the opportunity for the ageold platform to reinvent itself Not only is outofhome still a powerful branding vehicle and the perfect blank canvas to showcase beautiful brand work it now integrates all the critical backend capabilities including location data audience targeting and social amplification necessary to stay relevant in advertising todayIn a nutshell data and technology are reshaping OOH strategy how itamp8217s bought sold measured and evaluatedamp160Today canvases throughout cities are covered in brand artwork sparked by meaningful insights planned with realtime data and tied together with builtin social and mobile activity at their core The very nature of the medium delivers more impressions at a lower CPM and in a format that inspires sharing through social media Itamp8217s evident from the parade of celebrities and influencers with robust social followings posting pictures of themselves in front of their billboard creativeThe path to purchase or action is no longer a linear journey but rather requires us navigating a complicated ecosystem OOH speaks to consumers on that path who are able to activate a mobile purchase at any point on that journeyamp160 Consumers are armed with realtime information at the tips of their fingertips along with a strong aversion to being advertised to which means creative marketing solutions are needed more than ever beforeWhile Iamp8217m not advocating for a total shift of all marketing funds to outofhome media solutions it is clear we must reevaluate the tools we have to measure channel amp8220effectivenessamp8221 Outofhome cannot be blocked or skipped It is measureable Outofhome can add valuable content and information to an environmentamp160 It can reach those who consume less traditional mediaamp160 Outofhome is digital flexible relevant and able to deliver the best message at the best timeOnce we begin to really answer todayamp8217s marketing challenges I imagine a far more prominent role for the outdoor mediumClick 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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Finding Answers to Media Mix Questions in the Great Outdoors

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Paul Lenhart

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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