From Digital to OOH: Why I'm Excited to Work in Outdoor

Don39t get me wrong I understand why people might label outofhome as a dated medium After all OOH is quotthequot original form of advertising In Pompeii commercial messaging was reportedly found in ruins Ancient Greeks and Romans were known to have stickered papyrus outside to advertise lostandfound notices Wall paintings doubling as ads are still widely used today in many parts of the worldIt39s tempting to dismiss OOH for having been around a long timeamp160and to focus on digital for being new and alluringamp160Of course having spent most of my career in digital advertising the appeal is not lost on me and there are many things to love about the medium The ability to obtain indepth audience insights comprehensive tracking and performance measurementamp160and realtime optimization all make digital powerful and successfulUntil recently the aforementioned advantages inherent to digital have not been available to OOH advertisers However as smartphones have become more pervasive and consumers now carry connected devices with them at all times we have the ability to connect the digital and the physical worlds And OOH is nothing if not physicalThe creative format in OOH is extremely versatile and visible making it a high impact creative medium Billboards serve as canvases for large format ads and lend well to creative expression in campaigns that surround consumersamp160who let39s not forget spend 70 percent of their time out of their homesamp160And because OOH ads are generally seen during downtimes like driving to workamp160or riding the subway they are more likely to catch people39s attention than ads that compete for their attention while they are trying to do something else In terms of quotgetting in the wayquot OOH is perhaps the least invasive form of advertising to consumersA recent study carried out by KellerFay showed that OOH is also incredibly effective at driving earned media amp160Despite the fact OOH only makes up about 4 percent of the media budget 12 percent of earned media driven by advertising was from OOH This disproportionately high amount of earned media relative to its ad spend speaks to the ways it stands out from other media Its messages are always viewable They cannot be skipped nor can they be ignored by multitaskers making OOHamp160an influential and cost effective way to generate conversations about brandsThanks to its size and locational positioning the recall rates for outofhome are also very good as our campaigns so often demonstrate Take the case of Ben ampamp Jerry39s In 2014 Ben ampamp Jerry39s partnered with Haworth Marketing Media and Clear Channel Outdoor to launch a new ice cream flavor called quotCorequot Working closely with Research Now Clear Channel engaged in the firstever study to use sequential GPS tracking and mobile survey research to assess the campaign39s impactThe Clear Channel OutdoorHaworth campaign generated a 54 percent increase in awareness of Ben ampamp Jerry39s new productamp160and a whopping 139 percent increase in brand awareness What39s more the longer the campaign ran the greater the increase in awareness And the buck doesn39t stop at the awareness level A recent global econometrics study proved that OOH delivers a high return on investment For every dollar spent on OOH advertising 280 in sales resultIn combination smart phone data linked with OOH campaigns make for a bestinclass ad mixamp160and a very powerful proposition for marketers amp160By using GPS location data from the apps that consumers use we can start to build profiles that are not just based on where consumers liveamp160but where they go when they are not at home amp160location profiles if you will With the right customer segmentation we can create location profiles for any audience in the same way a sophisticated digital advertiser can build an online profile of their target customersamp160 In this way we can ensure OOH ads are perfectly placed to reach exactly the right target customer in the most efficient way possibleSimilarly we can use location data to measure who has been exposed to an OOH ad and then measure the impact of the campaign either via surveys delivered directly to their mobile deviceamp160or by tracking instore visits via amp160once again amp160GPS dataSo what does all this meanPut simply it is now possible for marketers to apply to same level of precision targeting and performance tracking that they are accustomed to with digital media to their OOH campaignsamp160 Smartphone technology combined with OOH advertising creates a new opportunity to engage customers using a high impact medium After all who doesn39t like the idea of seeing their name in lightsamp160 OOH is a space for smart marketers to watch as we are beginning to explore exciting ways to incorporate digital capabilities amp160and we39re already seeing fantastic resultsThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom management or associated bloggers

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From Digital to OOH: Why I'm Excited to Work in Outdoor

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Andy Stevens

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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From Digital to OOH: Why I'm Excited to Work in Outdoor

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Andy Stevens

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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