The Power Of Here & Now

Hour glass and calendar concept for time slipping away for important appointment date, schedule and deadline
SHARE
THIS



In this opinion piece, Posterscope Australia national head of strategy Ryan Heddich (pictured below) discusses how to optimise location data in out-of-home advertising.

Ryan Heddich

 

Dollar for dollar, the out-of-home (OOH) channel is arguably the most powerful of all the major media.

The digitisation of the world’s oldest channel and the technological capabilities that hardware and software platforms bring have reached significant scale across markets globally.

Estimates for the OOH market in 2018 put Australia at 53 per cent digital, UK at 50 per cent digital, China at 45 per cent digital and US at 30 per cent.

This means in most of the world’s biggest OOH economies, somewhere between half and one-third of advertising expenditure on OOH is digital, not generic paper and paste.

Therefore, it’s time to start thinking about OOH as a truly dynamic digital channel rather than an old-fashioned mass medium.

We are beginning to see campaigns that use the channel’s potential to better connect, engage and influence.

Personalisation, location awareness, connected ecosystems, responsive communications, service and convergent commerce are all possible, yet under-utilised by advertisers everywhere.

The increasing availability of location-based data means we now know more than ever about both the here (where people are) and the now (the moment in time that they are occupying), and through technology-enabled activation, we are better and more efficiently able to use this knowledge to inform the medium and the message.

And we know that doing this works; whenever we activate dynamic messaging for our advertisers, we see increases in campaign performance measures.

On average, results show an 18 per cent improvement to spontaneous recall, a 53 per cent improvement to message recall and a 10 per cent improvement in purchase intent.

This explosion in usable location data is coming to the forefront in Australia, with providers of this data ranging from Telecom operators, mobile ad networks, data brokers and platforms, allowing us to understand audiences’ location affinities based on behavioural insight.

This increase in volume of data is great, but, it is important to understand what the most usable data for any given use case is, as every data set has its own limitations and unique qualities that need to be assessed.

OOH & Mobile media are intrinsically linked and location is of paramount importance to getting the best from reaching consumers in “now” moments in both channels – after all, the mobile was invented so you could leave your home or desk and continue to do whatever you wanted to do, so unsurprisingly OOH amplifies the effect of mobile.

As our channel transforms through digitisation we have the capability to improve our engagements in the public space, which will still account for 90 per cent of retail transactions by 2020.

Dynamic DOOH ad-serving platforms have begun to appear on top of existing legacy industry infrastructure.

This is a huge step forward in unlocking the true potential of the digital OOH channel and enabling us to deliver more relevant, effective DOOH communications at scale.

The real value in using dynamic is that it enables us to deliver more targeted, smarter and optimised campaigns that ultimately deliver more value to advertisers.

That’s the story that should get people’s attention and start shifting behaviour to move away from being a ‘nice to have’ and to standard practice.

Latest News

Ash London To Co-Host Ten’s New Game Show
  • Media

Ash London To Co-Host Ten’s New Game Show

Network Ten has revealed that radio personality Ash London will join Grant Denyer as co-host of its new game show, which will hit TV screens on Sunday 7 October at 7:30pm. London’s role on Game of Games was formally acknowledged in a media release sent out by Ten this morning. However, if you had your […]

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded
  • Advertising

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded

Redhanded has been appointed creative agency of record for the crop science division of Bayer in Australia, following a competitive pitch. The appointment of the Clemenger Group agency comes after Bayer chose to consolidate its creative business in September to drive efficiencies and strategic alignment across portfolios. Redhanded will now be responsible for creative work […]

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Media

Study: High-Impact Digital Ads Amplify Standard Media

New research released today by Inskin Media and Lumen Research using a large-scale audience eye-tracking study has proved that high-impact formats can help draw consumers’ eyes to standard formats for longer. The UK study, in partnership with Mindshare, carried out 3,160 eye-tracking experiments and revealed that, within a browsing session, standard display formats, such as […]

Kellogg’s Chooses Eleven To Look After PR
  • Marketing

Kellogg’s Chooses Eleven To Look After PR

Breakfast cereal giant Kellogg’s has appointed Eleven to handle its PR account across Australia and New Zealand. Eleven takes over from Edelman on the account. Kellogg’s has also ditched Porter Novelli and Liquid Ideas, which worked on a project basis. Eleven managing director Roberto Pace said in a statement that the agency was excited to […]

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann
  • Campaigns

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann

Coca-Cola has today launched a campaign commemorating 80 years of great tasting beverages made by Australians in Australia. The integrated marketing campaign from McCann and UM will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home. The tagline featured in the […]

Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED To Handle Media Planning For QICGRE
  • Media

SPEED To Handle Media Planning For QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]