I read a great article yesterday by Drew Jackson of StreetMetrics who expresses the answer to Out of Home media (OOH) biggest problem, driving market share, is consistent datasets.
I agree, I get it, the principle of utilising a consistent dataset from planning to attribution has long been touted as essential. Yet, global adoption has been disconnected with some focusing on location data for population analysis, while others prioritise attributing OOH exposure to conversions.
However, for me, data alone won't solve the problem. For me, it always starts with clients, & then built with many other elements, clearly including data.
Forging deep, meaningful connections with clients is about cultivating strategic partnerships that benefit all stakeholders involved & by default, the OOH sector.
As stakeholders in the OOH ecosystem, whether media owners, landlord or advisors, it's incumbent upon us to position ourselves as advocates of knowledge. This means engaging with clients on a deeper level, & understand their industry intricacies, goals, & pressure points. By transforming our OOH spaces into strategic assets aligned with clients' unique objectives, we elevate our role from mere space providers to trusted strategic consultants.
Moreover, it's vital to shift the narrative towards a collective, rather than individual pursuits. By offering insights, industry trends, & educational resources as a unified front, we allow clients to navigate the full spectrum of OOH advertising, particularly in the digital age. In today's data-driven landscape, precision is non-negotiable. Data-backed campaigns aren't just effective; they're indispensable for maintaining a competitive edge. Transparent metrics foster trust and demonstrate the tangible value and collaboration we bring to the table.
It is the time to join forces, as well as our data, & engage directly with clients, alongside third-party partners, providing comprehensive options to allow clients to invest in partnerships that exceed the ordinary.
I heard a great quote some time ago, that says it all...."In the world of OOH, success lies not in moving the dial (grrrrr my pet hate), but in reshaping the entire landscape through collaborative innovation and client-centric strategies......."
Diversiffi Media is the global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships
The Out of Home (OOH) industry is experiencing unprecedented growth, with annual revenues surpassing $8.6 billion in the US & nearing the £1.4 billion mark in the UK, encompassing various formats such as digital Out of Home (DOOH), billboards, street furniture, transit advertising, & place-based media like cinema. However, beyond conventional planning & buying, there exists a rising demand for comprehensive insight & expert guidance across the intricate supply chain.
This supply chain involves numerous stakeholders & processes, each playing a vital role in delivering advertising messages to target audiences. It begins with the strategic commercialisation of untapped land & space in high footfall locations, leveraging advancements in technology like programmatic buying, data analytics, & digital signage to reshape the OOH landscape.
To navigate this thriving media ecosystem successfully, unparalleled expertise in commercialisation and business development is essential. Whether you're a media owner, venue proprietor, agency, or brand, extracting the best value propositions for your assets demands a holistic, insightful & independent approach. It requires the ability to dissect the intricacies of the ecosystem to uncover true value, crafting bespoke, sustainable programs with achievable solutions.
OOH Commercialisation serves as a linchpin across various industry facets, including valuation/appraisal for landlords in both the public and private sectors, due diligence for M&A activity, infrastructure planning, retail & transport media, estate development, & business planning. Collaborating closely with municipalities, retail owners, & property developers, exporting cutting-edge thinking & best practices worldwide.
Diversiffi Media, stands as the driving force behind global OOH commercialisation & development. We provide a bespoke, highly specialized service that unlocks value from the OOH market, driving growth, innovation, and long-term success for our clients.
Jeff Bezos once said, "We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better."
This sentiment encapsulates the essence of retail media, a concept I've championed for years across various retail sectors, & now, finally, it's receiving the attention it deserves.
In today's retail landscape, whether it's through in-store displays, entrance/concourse placements, digital screens in malls, or strategic POS signage, retail media is strategically positioned to engage consumers precisely at the moment of purchase decision-making. This precision targeting not only fosters organic trust-building but also nurtures long-lasting relationships between brands & their audiences, ultimately driving unparalleled brand value and expanding horizons.
The true magic of retail media lies in its seamless integration into the consumer's purchasing journey. By offering relevant suggestions, alternatives, & solutions precisely when they're needed, it elevates brand messaging to new heights of contextual relevance.
Moreover, one of its most significant assets is its access to vast amounts of consumer data. This data empowers brands to understand buyer behaviour, preferences, & emerging trends, thereby optimizing current campaigns & laying the groundwork for future strategies to ensure continued market leadership.
What sets retail media apart is its versatility. It transcends traditional boundaries, seamlessly integrating across physical and digital spaces, meeting consumers wherever they are – in-store, online, or on-the-go. This omnichannel approach ensures that brands remain omnipresent, maximizing their reach and impact.
And let's not forget e-commerce's role in expanding the reach of retail media. With access to a global audience, brands can transcend geographical constraints, tapping into new markets with unprecedented ease.
In this evolving landscape, the lines between advertising & shopping are becoming increasingly blurred. Retail media offers brands the unique opportunity to embed themselves seamlessly into the consumer's journey, shaping the future of retail as we know it. As leaders in the OOH sector, we have the power to drive transformative change and usher in a new era of consumer engagement
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
My least favourite expression when referring to OOH market share is “moving the dial" I’m not keen because it stops there, rarely followed by any collective action that engages clients directly, which is where I believe it starts.
I believe OOH is in a pivotal position right now, but we need to grab the opportunity through transformative collaboration, to co-create success stories.
Unlocking market share success lies in the depth of engagement with advertising clients. It's not about selling specific formats or operators but fostering strategic partnerships across the sector that enrich all stakeholders.
The days of transactional relationships are long gone. As media owners/vendors/advisers, we need to position ourselves as knowledge advocates. Engaging with advertising clients on a deeper level, understanding their industry nuances, objectives, & challenges. Transforming our, in my case OOH spaces, into strategic assets by aligning them with the unique outcomes of clients.
Shifting the narrative from being a mere space provider to becoming a strategic consultant, by offering insights, industry trends ect, as a collective, not as individuals. Creating avenues for educating advertising clients on the full spectrum of our medium & how it has evolved in the digital age, empowers clients & in turn allows us to their unique needs.
In the age of data, precision is paramount. Data-driven campaigns are not just effective, they're essential for staying ahead in a competitive landscape. Transparent metrics build trust and confidence in the value & collaboration brought to the table.
It's time to lead the narrative with 1 voice direct to clients, alongside 3rd parties, provide options, & empower clients to invest in partnerships that transcend the ordinary.
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
Some relationships have the ability to defy the passing of time & fashion. One such union is the one that exists between major international sporting events and Out-of-Home (OOH) media; it is a tale of exposure, resonance, & amazing overlap between OOH media & athletic extravaganzas,
Sporting events are more than just games; they are cultural phenomena that communicate in a common language of fervour, camaraderie, & rivalry. They appeal to millions of people worldwide, making them the ideal setting for companies wishing to establish a meaningful connection.
The Olympics and Paralympics serve as a symbol of the unbreakable power of the human spirit. Many brands have leveraged their values during these international events.
The brilliant "Thank You, Mom" commercial from P&G honoured the unseen heroes who supported every Olympian—their mothers.
Coca-Cola's Paralympics campaign included the skills of competitors, encouraging diversity & inclusion on a global scale.
The Super Bowl is more than just an American football game; it is a phenomenon in popular culture. The iconic Clydesdale horses of Budweiser, a reminder of the value of tradition and heritage in branding
Doritos' "Crash the Super Bowl" campaign encouraged user-generated content opening the content creation process to all, significantly engaging audiences.
The FIFA World Cup, a global spectacle unlike any other, captivates the interest of billions of people.
Adidas, strategically controls entire cityscapes during World Cups is known as "Adidas City Takeovers." Dominates public transport, turns parks into soccer fields, & produces a cross-border, immersive marketing experience.
Athleticism & altruism are combined in the London Marathon. Nike's augmented reality OOH campaign increased audience engagement by allowing runners to compete against virtual representations of professional athletes.
And finally, the Melbourne Cup is "the race that stops a nation." Brands like Emirates engage audiences and capitalise on Australians' passion for horse racing
All played out on OOH media
This collaboration between OOH and sporting events continues to show that it's not just a player on the pitch; it's also the world of advertising competing for attention in the highly competitive world of sports.
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
