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

Adshel Steve Geelan

Latest News

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
  • Marketing

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans

Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection. Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram. The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eillish […]

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]