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At this year's festival Primesight held their inaugural panel discussion, focusing on the opportunities for brands in using dynamic digital outdoor advertising and delivering what consumers would like to see from advertisers.
Beginning with the aim of answering 'why, when over 40% of its revenue now comes from digital displays, less than 4% of outdoor copy is dynamic?' Primesight's head of marketing, Mark Henson, was joined on the panel by:
Collectively the panel agreed that making smarter impressions is about using available data effectively to serve relevant information in real time and at scale. Valcarcel noted that TfL's noticeboards are a good example of using data in the smart way and Singh added that The Sun's 'Tournamental' campaign in 2016 ('the UK's biggest and most reactive campaign ever') symbolises the best of what can be done with DOOH. Kinetic operate on the basis of 'dynamic by default' saying that 'DOOH has more in common with the internet than a poster and that if you use any of the four Rs for your campaign – reactive, relevant, real-time or rewarding – you’ll be in the top 90% of advertisers'.
It's clear from hearing further answers from our panel that while many brands are currently exploring their first party data, not enough of them are choosing to channel this data through digital OOH. One notable exception to this trend was O2's international SIM card campaign that greeted new arrivals in the language of the country they had come from (and saw a +49% increase in online sales) and Kinetic's 2017 B&Q campaign combining contextual, dynamic data (such as weather forecasts and location) with store-specific data on items they wanted to focus on selling. There's a lack of education that is stopping brands from seeing the full potential of DOOH as they still operate under the misconception that truly innovative data-driven work can't be done at scale – B&Q and The Sun both prove that's not the case.
Drilling down into specifics the panel addressed location as part of the contextual OOH mix, with Slade noting that we've 'ultimately used location throughout the history of OOH'. All panellists reflected that it's surprising there hasn't been more adoption of contextual OOH, given the ease of creating these campaigns in an already-online industry – Singh: 'it’s not that difficult! You create multiple executions for online anyway, so we just need that for OOH. People want to see more interesting ads on the street, right? It’s not rocket science!'. Power added that brands with the right vision can run campaigns that delight consumers, such as Shazam's tie-in with LinkNYC tapping into tracks played in real-time in each neighbourhood (the ‘sounds of the city’) to create playlists that could be accessed by people passing the Links. David Bowie passed away while the campaign was running and listeners could hear in real-time how NYC's mood changed as the entire city ended up playing Bowie.
What does the future hold for DOOH? For Valcarcel there are exciting times ahead as 'DOOH looks great whilst online digital display generally most people ignore. Digital OOH will become everything we wanted digital display to become when it first launched' especially as we move towards programmatic selling – which Primesight are already working on with the launch of PILOT.
Singh sees further exciting developments coming as brands get to grips with their first party data 'the best data is proprietary, first-party data. No-one else can recreate that'. Which Kinetic demonstrated in a recent campaign for the mytaxi app which estimated when Uber was likely to be running surcharges to give a contextual point of relevance to understand when people were most likely to want to get a taxi. They added in first party data to recreate their screen and embedded it on Digital 6 sheet using real data, in real-time.
Whatever comes our panelists agreed that total personalisation and extreme targeting isn't the way forward for DOOH so whilst Minority Report is not the end goal for outdoor advertising, there needs to be a big shift in the take up of time, place or audience relevant messages to exploit the full potential of Digital Out of Home advertising.