Over the years, media channels have employed strategic initiatives to expand share & solidify their presence in the industry.
Many are relevant to OOH, so a journey through to some of these successes, the tactics & insights could elevate OOH market share effectively, through adopting/adapting to achieve similar growth
Unlocking market share success starts in the depth of engagement with clients/brands. I've written many a piece here, so I'll leave that one for now
Digital transformation has been a driving force behind the evolution of many media channels. From press transitioning to online platforms to TV networks embracing streaming. the ability to adapt to digital trends has been paramount. Classic OOH still represents 80%+ of the total inventory, & is where the canvas still inspires creativity. The sector has capitalised on digital technologies to enhance reach & relevance, through a programme of transformations or new networks/operators. By investing at pace, OOH offers dynamic, targeted solutions. Embracing programmatic buying & real-time data analytics supports the values in delivering & optimising effectiveness.
Personalisation has become a cornerstone of success in media channels such as social media & online, leveraging data analytics & user insights to deliver tailored content. OOH is a one to many channel, but data-driven insights & location-based/geofencing, delivers equally targeted messages to audience segments. Hyper-targeted campaigns via audience profiling offers precision & effectiveness.
Strategic partnerships play a pivotal role in expanding the market reach of various media channels. Whether through content syndication, x-promotional campaigns, or JVs, collaborations have tapped into new audiences and revenue streams. Collaborations with digital platforms, mobile apps, & e-commerce will integrate OOH into omnichannel marketing strategies. By forging alliances & synergies across the industry, OOH can come in from the cold.
Media channels that invest in research & development, to anticipate future trends are better positioned to capture share & sustain long-term growth. Our differentiation lies in our immediacy & creativity on a one to many basis, as well as our position on sustainability. By investing in a culture of innovation & experimentation, OOH can drive engagement & memories that few others can.
We talk a lot about market share stagnation. Implementing previous successes with a collective voice, focused outwardly, direct to clients, into the wider media/marketing world, may well to the key to shape the future of OOH
Diversiffi Media is a global independent commercialisation & business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, & brokering commercial partnerships
... OOH media is experiencing a significant acceleration, driven by technological advancements, changing consumer behaviours, & fresh approaches to creativity.
As a brief delve into the growth potential, naturally, one of the primary forces in OOH media is the rapid digitisation of assets, allowing for dynamic content capabilities, programmatic trading & delivery, revolutionising brand engagement. The flexibility to deliver targeted, contextually relevant messages in real-time, offers unparalleled opportunities for clients/brands in an otherwise cluttered media landscape.
Another major factor is the integration of data-driven insights & analytics into campaign planning & execution. Advances in technology, mobile data tracking, geospatial analysis, & audience measurement tools enable clients/brands to understand consumer behaviour & measure the effectiveness of OOH campaigns with greater precision. By harnessing the power of data, new levels of campaign performance & ROI can be realised, fuelling further investment in OOH media.
We have seen an escalation in the creative thinking & execution in OOH, which further strengthens OOH's position. Brands are increasingly leveraging the physicality of outdoor spaces to create immersive, interactive experiences that captivate audiences & leave that much sought after lasting impression, offering up endless possibilities for measurable customer engagement.
We also recognise the impact of urbanisation & infrastructure development which in itself, presents significant opportunities. As cities expand to accommodate population growth, the demand for OOH assets & utilities, such as bus shelters, & transit infrastructure, is expected to rise. And, with increasing urbanisation comes greater traffic, both vehicular & pedestrian, providing larger, more diverse audiences.
And lastly, as written about many times, integrating OOH media into omnichannel marketing strategies is primed to drive growth. As clients/brands seek to create consistent brand experiences across multiple touchpoints, OOH is a critical component to the media mix.
The growth potential of OOH media, driven by digital transformation, data-driven insights, creative innovation, urbanisation, and integration with omnichannel strategies, is considerable &, importantly, multifaceted, not to be underestimated
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
....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
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
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
