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Pinch, adopt, adapt.....

Pinch, adopt/adapt.....

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

#assetmanagement #landlords #municipalities #retail #inhousing#adtech #globaladvertising #data #OOHMedia #Sustainability #datadriven
 
Image; Kyiv

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