Why Digital Out-of-Home Delivers the Agility Marketers Need for 2021

The Drum 20 Nov 2020 12:16
You can watch the full ‘Can digital make traditional media agile?' panel discussion on demand.

Watch the 'Can digital make traditional media agile?' panel on demand.

Digital Out Of Home is a surprise new contender as the solution to marketers’ perennial quest for agility; one that has been accelerated by the knock-on effects of the Coronavirus pandemic of 2019: Once seen as a relatively blunt marketing channel, best employed to generate brand awareness, traditional ‘bucket and paste’ Out-of-Home (OOH) advertising has evolved. Today, programmatic Digital OOH solutions are being utilized by brand creatives in ways which leverage the real-time agility and unique contextual capabilities of the format.

Digital Out Of Home advertising had been tipped to be the hot marketing format of 2020 – then the pandemic forced most of us to stay off the streets. Despite this obvious setback, which saw Q2 spending on digital OOH fall off a cliff, Alexie Lopez, director of DSP partnerships at Broadsign believes the underlying factors driving optimism towards the format have increased in relevance throughout the year.

Verizon Media’s Alice Beecroft, senior director of global business strategy, believes the pandemic and subsequent stop-start lockdowns seen in different regions have only increased interest in programmatic OOH as a channel, partly because it provides the real-time agility marketers need to cope with the ever-changing lockdown landscape.

Yasmin Andrews, product & strategy manager UK for Matterkind points to the example of how Aldi are currently measuring footfall data in their stores and incorporating that information into the creative being served via its Digital OOH ads. She adds: “Contemporary DOOH screens can also include voice or facial recognition tech which provides some amazing creative options. There was recently a motorcycle road safety campaign in New South Wales where screens on petrol pumps could recognize whether the user was riding a bike and wearing a helmet. If so, the campaign creative was triggered and served to the screen in front of them. That’s a lovely example of how in 2021 OOH can now be used to serve creative to niche audiences – even down to an individual level.”

“That’s said, programmatic OOH is still nascent for a lot of buyers, so it’s best not to get carried away too quickly,” he continues. The best approach is crawl first, then walk and then run. There’s a temptation to say, oh, it's programmatic, let's do all these cool things that we're doing with mobile. There needs to be a recognition that digital OOH is a unique format that requires dedicated creative thinking to fully exploit its capabilities. There's a big difference between a mobile banner ad and a New York Times Square billboard, and how a user engages with those formats.”

Alexie Lopez, director, DSP partnerships, Broadsign, Alice Beecroft, senior director, global business strategy, Verizon Media, Yasmin Andrews, product and strategy manager UK, Matterkind were taking part in the ‘Can digital make traditional media agile’ panel (sponsored by Broadsign) at The Drum’s Digital Media Summit 2020, moderated by Gordon Young, co-founder & editor-in-chief, The Drum

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Verizon MediaAlexie LopezBroadsignAlice BeecroftBeecrofts
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