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The Blurred Lines Between Digital and Out of Home Location-Marketing (Part 4)

Part Four: The Future of OOH Buying is Real-Time
Jeff Tan, VP Strategy, Posterscope
This is a four part series exploring the blurred lines between digital and OOH.

  • Part One – Describes the 3 forces driving disruption in OOH
  • Part Two – Explores Geo Audience Insights; using mobile data to inform OOH planning
  • Part Three – Discusses how advertisers can utilize dynamic creative to stand out from the crowd
  • Part Four – Examines the future of OOH buying and the shift toward real-time OOH

The future of media buying will be increasingly automated, data-driven and addressable as downward pressure on media buying rates mean that advertisers are expecting more, for less.
A shift toward data-driven automation is essential for the OOH Location-Marketing industry as it transitions to become audience rather than demographic focused.
Real-time digital OOH utilizes data sets to trigger advertising on digital screens including digital billboards, street furniture and place-based media. Utilizing Geo Audience Insights in real-time is the future of OOH buying.
Note that I hesitate to say ‘programmatic’ OOH media. This implies an auction based, real-time bidding system, multiple data-integrated sources, one-to-one targeting and near unlimited inventory. Real-time OOH may get closer to that one day, but will remain predominantly a one-to-many mass media.
When programmatic digital was in its infancy there were concerns in the marketplace. The OOH Location-Marketing industry is facing 2 similar hesitations with real-time.
Hesitations
Media Owner hesitation: There is some hesitation in the media owner community that real-time OOH will decrease the value of digital OOH media over time leading to mass commoditization and devalued inventory. I can assure you, this will not happen. Due to the physical nature of the medium there will always be a finite supply of inventory. The economic laws of supply and demand dictate that with limited inventory, mass devaluation of advertising rates will be unlikely.
Lack of Standards: As an industry we need to come together to develop consistent standards across media owner networks, buying models, delivery and measurement. We need to do this quickly as the pace of change is rapid. We should not be afraid to collaborate; by developing working groups and sharing ideas we can progress quickly.
Opportunities
The opportunities in real-time OOH lie in efficiencies with smarter use of data and perception changes of our industry.
Smarter Use of Data: You can tell a lot about a person from the physical locations one regularly visits. We like to think that we’re spontaneous creatures, living life to the unpredictable max. However, the overwhelming majority of us are not spontaneous. We’re predictable. We’re creatures of habit.
I take my dog Charlie for a walk to the same park each day at the same time. I catch the subway to my office in Tribeca and walk along the same streets to get there. On the weekends I hang out at a limited subset of bars, restaurants and cafes in the city.
Let’s tap into the predictable nature of human location behavior and analyze the migration patterns of our audiences. A baby formula brand targeting new moms can use mobile data to develop and understanding of which neighborhoods and streets new moms spend their time. A new mom will likely visit Baby Center, nurseries, playgrounds and toy stores quite regularly. Utilizing mobile carrier location data with real-time OOH allows a baby formula advertiser to display digital OOH in real-time to the geographical areas that new moms are most likely to frequent, at the times she’s likely to be there.
Perception Changes: Real-time OOH (along with Geo-Audience Insights and Dynamic Creative) has the power to change the perception of OOH Location Marketing in the minds of advertisers. It’s reliance on data sets offers the opportunity to replicate targeting practices from programmatic mobile.
There is an opportunity to use the same audience segments and data sets from programmatic digital, and extend this to the physical world of OOH. Doing so elevates the medium, and changes perception to that of data, technology-focused and real-time.
Conclusion
We’ve seen over this four part series that the future of OOH Location-Marketing is data and technology driven. It’s an exciting period for the industry as the digital and physical worlds collide.
Consumer habits have changed, and smartphone addition is driving both challenges and opportunities for advertisers. Advertisers are demanding more from the media, and technological advances will help accelerate innovation and smart thinking in OOH.
Geo Audience Insights (GAI) allow advertisers the ability to use data to inform smarter planning in OOH Location marketing. Data sources such as mobile ad exchanges allow advertisers to answer questions such as “What neighborhoods in NYC are likely to be receptive to the launch of a new baby formula?”
Dynamic content in OOH will become the no-brainer-standard for digital OOH, as smart marketers understand the effectiveness of displaying relevant, contextualized content based on a consumer’s mindset and location.
Finally, real-time digital OOH can extend Geo-Audience Insights from planning to buying-activation, using digital data sets.
The future of OOH Location Marketing will be digital. Will you be ready for it?

The Blurred Lines Between Digital and Out of Home Location-Marketing (Part 3)

Part Three: The Dynamic Difference – Using Real-Time Creative to Stand Out from the Crowd
Jeff Tan, VP Strategy, Posterscope
This is a four part series exploring the blurred lines between digital and OOH.

  • Part One – Describes the 3 forces driving disruption in OOH
  • Part Two – Explores Geo Audience Insights; using mobile data to inform OOH planning
  • Part Three – Discusses how advertisers can utilize dynamic creative to stand out from the crowd
  • Part Four – Examines the future of OOH buying and the shift toward real-time OOH

 
Dynamic, real-time, digital creative should be the cornerstone of every digital OOH Location-Marketing campaign. Advertisers running digital OOH creative should not simply replicate whatever they did on static vinyl, or god-forbid, their print creative. They should consider how a consumer’s mindset may differ by time of day, day of week, or location.
Research on the effects of dynamic content on brand and message recall reveal that dynamic, contextualize content results in a 20% increase in content awareness, and a staggering 53% increase in message recall.
If you have the opportunity to show a unique message to a consumer based on their location, time of day and attitude, why would you not do this?
Someone walking down Wall Street 9am on a Wed morning will likely be in a different mindset compared to walking around Soho 9pm on a Saturday evening.
The 9am Wall Street consumer will likely be thinking about caffeine, getting to her meeting on time, and the work day ahead.
The same 9pm Saturday evening Soho consumer will likely be thinking about cocktails, getting to the bar on time, and the evening’s activities ahead.
Technology advances now mean we can use data feeds to optimize creative in real-time. Social feeds, user generated content, traffic, weather, client sales data, CRM, sports scores, train data etc.
A bottled beverage company could showcase a 9am Wall Street messaging saying: “It’s 75 and sunny today, stay hydrated on your way to your next meeting”. A 9pm Soho message could focus on a fun, uplifting evening message.
Here are three examples of how OOH advertisers utilized dynamic content in an effective way.
Microsoft Cortana
To promote the new Microsoft Cortana voice-assistant, an ambitious dynamic-content OOH activation built awareness and understanding by showcasing the experience of Cortana in everyday locations.
10,000 hyper-localized pieces of dynamic content via 240 creative templates were shown daily via Posterscope’s Liveposter real-time creative platform. Messages were aligned via real-time data sources such as weather, transport data, time and sports scores to reflect consumers’ daily behavior, lifestyle and interests.
Coca Cola
Coca Cola wanted to find a way to connect with Gen Z’s; notoriously social-media addicted, fame-craving, tech-savvy, hard-to-reach…and drinking less soda than ever.
An experiential OOH campaign was developed in Times Square that helped celebrate the meaning, stories and things-you-didn’t-know about your name.
Visitors were encouraged to tweet #CokeMyName to view a personalized, dynamic story in real-time about their name, broadcasted on digital screens for the public to see. Based on the insight that Gen Z’s are craving their 15 seconds of fame, their personalized story was displayed for exactly 15 seconds; just enough time to snap a selfie and post on social media.
Chevrolet Malibu
Chevrolet Malibu needed to stand out from the hugely competitive mid-sized sedan market to launch its new 2016 model. By utilizing new-to-market vehicle recognition technology to identify oncoming competitor cars, Chevrolet displayed dynamic, real-time competitive conquesting messaging on a digital billboard.
An algorithm used machine-learning to hone in and recognize the unique identifier grille of each oncoming vehicle, much like a unique finger-print.
Malibu’s target audience values safety and fuel-efficiency. So, the creative messaging revolved around these themes. “The Chevrolet Malibu has more safety features than your Nissan Altima.”
 
By focusing on the opportunities that real-time data driven content can provide, the OOH Location-Marketing industry can elevate its perception to that of dynamic, technology-focused and real-time.