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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

Data doesn't walk alone.....

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

Naming Rights - still a valuable commodity

In recent months the conversation around naming rights partnerships has elevated, & often includes quite a bit of confusion about the purpose, opportunity & value.

Naming rights are more than slapping a brand's name on a building or venue. It's a strategic partnership that intertwines businesses with the very fabric of iconic landmarks, sports arenas, &/or cultural hubs.

The impact on a brand's visibility & recognition cannot be underestimated. It's a powerful opportunity to establish a lasting impression in the minds of customers. Whether it's a sports stadium, a concert hall, a transit hub or a retail/leisure complex, the association with a location elevates the brand's presence, generating invaluable exposure. Naming rights build emotional connections, by aligning with a location or institution, brands tap into people's emotions and values. This connection translates into genuine customer loyalty, advocacy, & positive sentiment, creating a legacy, a moment in history.

These executions can also be an investment in the community. By supporting local landmarks & institutions, brands demonstrate their commitment to a given city or the regions they serve, further strengthening a brand reputation & sense of trust among consumers

The world of naming rights is evolving, with innovative partnerships driving groundbreaking initiatives. Brands now collaborate with organizations that share their values and missions, amplifying the impact of both parties. Such partnerships are not just about branding; they become catalysts for positive change.

However, it's crucial to strike the right balance. Authenticity and relevance are key. Brands must align with venues that complement & marry with their identity & values. A meaningful connection ensures long-term success & genuine resonance with the audience.

When done well, naming rights executions are integral to progressive branding strategies, offering a gateway to unparalleled brand exposure, emotional connections, & community engagement, with potential for all brands/businesses, not just global brands.

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.