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The resurrection........

....of OOH media integration, with digital and mobile channels has risen again, brands seeking to capture the attention of their target audience. As an industry expert with years of experience in OOH advertising, I've witnessed firsthand the power of integrating traditional outdoor advertising with digital and mobile platforms to create impactful campaigns that drive results.

It's not rocket science to implement one of the most effective strategies for integrating OOH advertising with digital and mobile channels through geotargeting. Leveraging location-based data, to deliver targeted messages based on their real-time location, which in turn, ensures brand communications reach the right audience at the right time, in the right environment, in the right mindset.

Whether it's exposure on DOOH in high-traffic areas or sending mobile push notifications to users in proximity to a physical store/event/service, geotargeting allows brands to maximise the impact of their OOH campaigns.
Incorporating QR codes & NFC technology technologies into OOH, (not cross-track please), brands can seamlessly bridge the gap between the physical & digital worlds, a point I talk about continuously in retail media, allowing potential customers to engage in new, meaningful and innovative ways. Whether it's scanning a QR code to access exclusive content or tapping an NFC-enabled to make a direct purchase, these interactive experiences capture attention & drive action.

Sweating data and analytics are essential for optimising OOH campaigns in conjunction with digital & mobile channels. By tracking metrics clients/brands can gain valuable insights into the effectiveness of their OOH campaigns & make data-driven decisions to improve performance. Whether it's adjusting messaging based on real-time feedback or modifying budget by channels, data-driven optimisation ensures that clients/brands maximum efficiencies & effectiveness.

The integration of OOH with digital and mobile channels also plays to omnichannel planning, again spoken about frequently here, offering powerful opportunities to reach & engage consumers in meaningful ways. By employing strategies such as geotargeting, QR codes, NFC technology, and data-driven optimisation, seamless omnichannel experiences drive results & lead to successful business outcomes.

Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships

OOH in an omnichannel world....

Last week, I had the pleasure of a sit down with an esteemed colleague to discuss retail media & omnichannel planning, but they couldn't see the value & opportunity to OOH. So I thought what better than to shed a little light on the best practices for OOH campaigns within an omnichannel framework.

We know data is king, so to effectively measure & optimise OOH campaigns, it's imperative to integrate data from multiple sources, & leverage advanced analytics tools & technologies for deeper insights into consumer behaviour & effectiveness across various touchpoints

We also know, gone are the days of a one-size-fits-all approach. Successful OOH campaigns rely on audience segmentation & targeting strategies. Sweating data-driven insights permits more relevant messaging, which not only enhances campaign effectiveness but also potentially, maximises ROI

Real-time optimisation is essential for success. By exploiting tracking technologies. campaign performance in real-time can be quickly adjusted based on changing market conditions &/or consumer behaviour. This agility ensures that OOH remains relevant & impactful throughout its duration.

In omnichannel planning, OOH media doesn't exist in isolation, that's the point.. OOH lives seamlessly with other media channels, that span multiple touchpoints, so messaging & engagement can connect at every stage of the customer path, as the physical & digital co-exist in the same journey.

A real key point here, measuring the impact of OOH campaigns is challenging, given the complex nature of consumer behaviour, but by employing attribution modelling techniques, a clearer understanding of the role that OOH plays in driving consumer actions, such as store visits, online purchases, and brand interactions can be achieved. Brands can better allocate their marketing budgets & optimise campaign performance by accurately attributing conversions to OOH touchpoints.

Measuring & optimising OOH campaigns in omnichannel planning requires a strategic data-driven approach. Comprehensive data integration, audience segmentation, real-time monitoring, cross-channel synergy, and attribution modelling, to drive meaningful results.

That is a topline explanation of OOH within an omnichannel framework, but I hope it at least sets the scene

Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships

Social amplification is a game changer to omnichannel planning.....

The seamless fusion of OOH creativity with the dynamic landscape of social media creates an unparalleled execution.

The synergy between OOH & social platforms magnifies brand messaging, fostering user-generated content & leaving an indelible memory on audiences. By marrying the physical and digital realms, brands can achieve unprecedented visibility and engagement across both offline & online spaces.

This strategic integration expands brand reach, captivating audiences in physical locations while simultaneously extending online presence through social media channels. Compelling content prompts action, ignites conversations, & drives users to interact with the brand online.

Consistency in messaging & branding across DOOH & social media platforms reinforces brand identity, culminating in a cohesive brand experience. By leveraging data from both channels, marketers gain invaluable insights into campaign performance, allowing for more informed decision-making & optimisation.

Social amplification through DOOH represents a strategic imperative for brands seeking to maximise their impact in an increasingly digital world. By harnessing the unique strengths of both mediums, brands can level up their presence, connect with diverse audiences, & unlock insights for long-term success, creating immersive campaigns that bridge the online and offline worlds, driving better results and a deeper connection.

Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships

Leading OOH investors see a glowing future for OOH

I've been really fortunate to sit down with some of the OOH leading investors & chiefs, discussing & debating the progress of OOH, & I fully agree, it's a really exciting time as the future unfolds & accelerates.

As part of my role, OOH commercialisation is a key delivery as landlords/commercial property owners explore new revenue opportunities, & brands explore fresh locations.

In essence, OOH commercialisation refers to the process of harnessing qualifying physical spaces for brands to deliver meaningful engagements with consumers, whilst creating new revenue streams for landlords.

In an age of ad-blockers, content overload & concern, OOH stands out as a non-intrusive & effective medium, connecting with consumers in their day to day lives.
With the advent of data-driven insights & technology, OOH has evolved to a level of precision to maximise impact. This data-driven approach allows brands to optimise campaigns in real time to achieve better ROI.

An evolving exciting, sector that shapes the landscape, is not hindered by content, with a bright future for growth.

Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation & brokering commercial partnerships

Business partnerships gaining momentum.....

Last week’s face to face meetings & in-person conferences raised the value of business partnerships, in all guises. Businesses are revisiting collaborations & partnerships which bring a fresh dynamic & renewed energy.

The right collaborations can open up new audiences, new markets & potentially wider distribution capabilities adding value to customers, whether in digital signage/DOOH, brand to brand partnership or as creative partners

Identifying the right partner requires an honest analysis of shortfalls/strengths, where all stakeholders benefit & share responsibility, it takes dedicated resources, perseverance, creative thinking & time, but well worth the effort.

At Diversiffi Media we own that challenge, as an independent marketing strategy & commercial development agency, we build revenue growth through assets, brokering commercial partnerships, delivering from initial exploration through to implementation.

Contact us for an initial chat