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As we've proven by our research and in our
campaigns, OOH is an accelerator of digital
advertising of all types. That's because OOH
drives people to search, interact, and
transact with brands on their mobile
devices, out in the real world, right then and
there.
As an industry, we have to get this story out
more forcefully. When we do, advertisers
will see greater value in OOH.
We need to show them the essential role
OOH plays in multiplying the effectiveness
of digital
.
We can prove that OOH is the medium most
often shared by consumers. It generates
more tweets and reviews, move “likes” and
posts on Facebook and other platforms,
than any other advertising form.
And we can prove that OOH is by far the
most efficient and effective driver in the
real world of clicks in the digital world. But if
we are really going to take our shot, we
need to do more
.
We need to convert and build more digital
OOH displays. But digital displays aren't all
we need. We also have to connect printed
OOH displays to digital – with calls to action
driving consumers to engage or transact
with specific websites or social media
channels. Every OOH company, whatever
its size or shape is going to need to ramp up
both its digital strategy and its digital
investment. And, as always, OAAA is here to
help pave the way through education,
research, standards, and communications.
The second step is a familiar one, but that
doesn't make it any less challenging: we
have to improve our customer experience
by making OOH easier to plan, buy and
measure. For years, we've heard
advertisers say that OOH can be difficult to
use – that it can be hard to buy. We've heard
that OOH planning tools aren't on the
desktop and that OOH is sometimes
ignored by advertisers because it's so
different.
I can't tell you how many times I've heard
the phrase: “There's got to be a better
way!”
an industry may be the most revolutionary
idea of all: make the most of the power of
data.
Many of the leading minds in OOH believe
that data is our industry's single biggest
opportunity. Well, think about it. New
capabilities in how we collect, process, and
analyze data will allow us to understand,
segment, and target OOH audiences with a
lot more precision; let us engage consumers
with more relevant messages; and let us
measure OOH's return on investment like
never before. And, here's the thing, we can
do it all while protecting the privacy of
consumers. For our advertisers and for the
OOH industry, data is a transformational
opportunity.
Re c e n t l y, s e ve ra l c o m p a n i e s h ave
announced the launch of new products and
services, which when coupled with data
and analytics platforms, promise to provide
information that extends beyond basic
audience measurement. These new
capabilities have the power to improve, and
improve significantly, the effectiveness of
OOH campaigns. And they'll be able to
prove it.
Better audience information and tailored
demographics will allow us to target
audiences like never before, and thanks to
insights we gain through data ana