Adshel’s Steve Geelan: The Future Of Out-Of-Home Now

Adshel’s Steve Geelan: The Future Of Out-Of-Home Now
SHARE
THIS



In this guest post, Adshel’s head of platform sales, Steve Geelan, says programmatic (when someone managed to get it right) will be the final piece in out of home’s digital puzzle….

Recently I attended the Rubicon Automation Summit and had the privilege of hosting a round table of great discussion on the potential automation brings to out-of-home. The day was filled with a quality and broad line up of speakers and panels with topics ranging from answering the ongoing challenge of brand safety and ad fraud to what header bidding has done and will continue to do to evolve the ad tech supply/demand ecosystem.

What I enjoyed most about the day though was the breadth of topics and indeed conversations. Digital out-of-home was called out regularly in regard to the opportunity of automation and of particular note was the depth of discussion around programmatic digital audio.

It did not escape me that whilst the journey has most definitely begun to bring automation to out-of-home, we are still at an early stage and the journey of programmatic digital audio has much to teach.

Particularly exciting also was how the potential of audio and location were called out on the day. The ability to know someone is listening and where they are listening, and communicate with that user across both a visual and audio mechanism is powerful. It is clear that the mechanism to truly bring that opportunity to life is programmatic.

Not that I believe out-of-home needs a further WHY? As to why go down the automated/programmatic path? Simply put, it allows us to be able to do what hasn’t been possible before. More tightly defining and targeting the content being displayed at key moments and locations to an audience that we know more about than ever.

So what’s critical on this journey for out-of-home‘s path to programmatic?

Firstly it is understanding that it involves a substantial shift in behaviours, trading models and internal tech capabilities. It is shifting the currency from packs and weeks to delivering impressions against audiences.

Once that is understood it is then about the steps taken to allow advertisers to buy out-of-home inventory in a way they haven’t been able to before, support those times/day/locations with data that allows a deeper understanding of the audience at that location at that time and putting the right platforms in place that enable this to happen.

These pieces of the puzzle consume most of my days but the pieces that were brought to the forefront at the summit for me recently were around the role out-of-home plays in x-media buys and specifically the potential programmatic out-of-home brings to x-media retargeting (knowing someone saw an out-of-home execution and being able to retarget that person via digital audio, for example) and then how will it be measured or rather what will digital-out-of-home be measured against?

There was a really interesting panel on programmatic digital audio and one comment in particular highlighted the measurement question – a client, on running its first programmatic digital audio campaign, immediately asked for metrics comparable to that which they normally receive in their online video buys…not metrics comparable to radio buys.

My thoughts on this turned to what needs to be an out-of-home industry approach to future measurement (in particular for digital-out-of-home) and, where possible, standardisation.

As for the potential of location and audio, indeed location and (insert media here) – I don’t think we have got a true hold of the opportunity here and I’m not sure why, maybe just timing. Location and the infrastructure at that location can and will play a valuable role in understanding the user at a moment in time and where at that time.  Whilst we’re expecting a big change here in Australia with Amazon’s arrival, reports in the US still claim that 90% of all purchases are made in-store. With this in mind, understanding physical location and the ability to impact path to purchase utilising x-media retargeting enabled by greater knowledge of the user in the physical world (a critical part of the audience identity graph) has huge potential but requires deeper level partnerships and understanding. There is no doubt some way to go but there are certain things I am convinced on –

  • Taking the brave decision to further open up inventory and support it with improving audience data will lead to more value and better targeting for advertisers.
  • Beacons and/or geo-fencing, the extent of out-of-home’s network and in-store audience understanding have a great deal of potential that I don’t feel have been fully understood or explored.
  • There are some things that need an industry led approach, not least measurement. Less about measurement now and more about measurement next.

Finally, whilst data will enrich and platforms will enable, success for digital as a channel in out-of-home will come down to classic marketing principles – scale and engagement. Without those, we run the risk of it being a costly exercise that promises much to begin with but fails to deliver. It is crucial that we don’t lose sight of what’s most important and that is value for the customer.

The future of out-of-home may not be right here and now, but it’s definitely going to be an exciting journey.

Please login with linkedin to comment

Latest News

Ben Johnson Returns In Latest Sportsbets Campaign Via BMF
  • Campaigns

Ben Johnson Returns In Latest Sportsbets Campaign Via BMF

Controversial online betting site Sportbset has brought back disgraced Olympian Ben Johnson for two new campaigns including one for its new “Fold” app and another for “Puntmas” that manages to playfully mock Christmas traditions. In June, the first instalment of BMF’s Ben Johnson Sportsbet ads were pulled by the Advertising Standards Bureau for being “contrary to community standards”. Apparently, complainants […]

by B&T Magazine

B&T Magazine
TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]