Is Our Obsession Over Data the Right Data?
Director of Innovation & Digital Strategy
Lamar Advertising Company
The advertising industry has become obsessed with and now regularly demands data analytics for before, during, and after campaigns. The out of home (OOH) industry has followed suit by using data to select #OOH inventory that fits niche target demographics, prove positive ROI impact, and create Attribution Studies.
A friend recently shared this quote, “Big data is like young love: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” – Dan Ariely
I had to laugh at this quote, but it’s true. I often ask myself, if we as an industry are fixated on the right data?
fixated on the right data?
I agree that data is important; however, I would argue the industry is falling short in the pursuit of big data. In general, we use data to determine the best OOH locations for a brand’s campaign, then put up generic creative. We have to demand more out of brands and creative agencies, otherwise what was the point of using that data? It’s not for lack of capabilities on the digital OOH inventory. On the contrary, we have partnerships with NOAA for weather data, INRIX for real-time traffic updates, social media platforms for personal interactions, and relevant stats like live scores.
The #OOH industry has the opportunity to stand apart from other mediums with the use of data to trigger relevant creatives in real time. This is the data we should focus on as it has an exceptional impact on the data used to select specific inventory and reach target audiences. This is the creative that goes on the streets.
One example of how this data can positively impact an RFP is a request to target Hispanic males who are soccer enthusiasts. After OOH vendors used data to determine these specific locations to create a network, the buy is made and generic creative is posted on the OOH boards. These generic creatives had nothing to do with the target niche audience requested. Had relevant data been utilized, the OOH boards could have played creatives with live soccer scores, day-parted creatives, and real-time game highlights to speak to that audience throughout different parts of the day.
Real-time data is the future of OOH, and it should be the prominent focus of any advertising strategy.
Here are some of my recent favorite campaigns using data for more dynamic creative.
using data for more dynamic creative
AB InBev – Golden Hour
Utilized real-time data to trigger creative based on the sun setting in each market with a countdown until the “Golden Hour” for Michelob Ultra Pure Gold.
Fox Sports – FIFA World Cup
Countdown for FIFA World Cup, rotated out upcoming matches and streamed live scores in real time. Allowing viewers to tune in and/or download FOX Sports App
Nature’s Recipe – Fuel the Wag
Day parted creative based on what your dog is doing at home, integrated real-time Weather Data to change creative copy, specific holiday messages; 4th of July and market-specific creative.
Delta Airlines – #Sweatlag
Delta Airlines was promoting its partnership with Equinox targeting specific flights arriving to LAX from “Red Eye” flights encouraging passengers to #Sweatlag. Utilizing a new data partnership with Flightaware, we were able to dynamically overlay the origin airport and flight number onto digital creative in real time.
Our medium is built to delight and surprise consumers throughout their daily journey. Utilizing data to dynamically trigger relevant creative content allows brands to break through the advertising clutter than exist today.
Let’s challenge our brands, clients and agencies to truly use the Digital OOH mediums more effectively.