Let’s Assume a Position On COVID Crisis OOH Impressions
Jack Sullivan on How the Virus is affecting OOH audience delivery
Let’s Take a Position
On COVID Crisis OOH Impressions
by Jack Sullivan,
OOH Media Advisor, Consultant
Sellers sell impressions and buyers buy impressions. Advertising is about pitching your ad message to people (impressions). Even to those who say “we don’t buy impressions we buy signs that are in the right area” … okay, but you’re still purchasing impressions for those who say we buy “locations”. Buying “locations” with no impressions just doesn’t work.
We can learn a lesson from the daily reports on the Coronavirus. Just like all the news we see with curves going up and down regarding folks who’ve contracted the virus … those going up as the virus spreads and then down the curve as the transmission decreases … these curves tell us a story. Where were we at the beginning? How fast is it spreading? When did we peak out? And when did we start seeing decreases in cases? (and the curve tells us the speed of all these cases in every state).
Same with charting out the delivery of impressions for OOH. What were we delivering pre-virus? How were our impressions going down as the virus was ramping up? When did we hit rock bottom with the delivery of impressions? When did impressions start to come back? Where is the trending going? How soon to full recovery?
Advertisers, who want to purchase OOH, are asking my buying friends , ‘How is the virus affecting the audience delivery?’ Crickets and shrugged shoulders. This is not good. Advertisers don’t mind spending money in a medium that has declined in audience but they need audience data. Without the data, OOH won’t be considered. Advertisers aren’t going to be duped. Of course, the data will suggest lower rates; but isn’t that expected?
This isn’t going away. At least not for months … the end of the year? Longer? What is our position on this? Aren’t we trying to build trust among our advertiser friends?
Let’s face reality; share the data, lower our prices, and sell some advertising. We’re fooling no one.
Jack Sullivan,
OOH Media Advisor, Consultant
jsulli2703@gmail.com
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This OOH buyer agrees with the overall point being made here, but there is one other factor I haven’t heard the industry pundits address. That is, the state of mind that we are all in when we leave our homes during a shelter-in-place order. Even when the trip is essential, I think it’s fair to say many of us see the empty streets, 6-feet-apart grocery store queues, and the general lack of life in public space with a sense of sadness and anxiety. How is this state of mind influencing the OOH ads that may be out there trying to capture our attention? Are we even paying attention? Is it good for a brand to push their products/services when the audience is couched in such a sad reality? During the few trips I’ve taken outside my house since public health officials asked the Bay Area to hunker down, the OOH ads that have made me feel hope and even put a smile on my face are those acknowledging the disaster by promoting the main solution–staying home–as well as, those celebrating and thanking our essential workers. And of course Netflix’s brilliant “spoiler” campaign, but that one is really a savvy social media and earned press move with little consideration for OOH impressions.
Kasper Koczab I like the next level thoughts into the state of mind of the consumer. To often he and she are forgotten. Certainly more than a consideration to be made. A close examination in executing tone and content. Thank you for your comments.