by Casey Binkley, CEO at Movia Media
Ever since I joined the OOH industry, there has been a quest to find better ways to connect the offline on online worlds. After all, what client or media company hasn’t wished for a simple way to increase the effectiveness of traditional mediums like OOH and even DOOH – by re-engaging with consumers over multiple touchpoints? Oh, and doubling their market share as a result? Yep, that’s a goal worth pursuing!
So why has the road been so bumpy? Well, historically there has always been a rift between OOH/traditional teams and their digital counterparts. They often operate in silos with separate budgets and agendas. I can recall when Mobile Device Retargeting first started being paired with OOH, it was usually packaged as a managed service from the OOH vendor. This meant that these traditionally upper-funnel message providers would also be the ones handling the more action-oriented, lower-funnel mobile-retargeting campaigns. In other words, they were responsible for receiving the banner ads and target demo and fully executing both the OOH & digital campaigns.
What has resulted is a further division between digital and OOH teams. The online experts are left wondering why on earth the OOH team is running the digital extension. Any savvy marketer can deduce that this is terrible for efficiencies. Under this model, the online and offline teams are effectively bidding against each other in the live bitstream, trying to win impressions. As a result, costs increase, and budget is wasted.
But let’s flip this picture – with a solution called The Device ID Passback. Yes, this allows brands using OOH to re-engage consumers with an omnichannel experience, but more importantly it helps address the problem of silos, by providing the client themselves with the Device IDs – which their digital team can then utilize in their retargeting efforts. The Device IDs provided have all had exposure to the OOH campaign and have been pre-screened to include only the client’s core-target demo (age, gender, household income).
This way, the execution falls to one team doing the digital portion, which maximizes efficiencies, by not having two teams bidding against each other on the open exchange. And the benefits don’t end there. The digital team is now pumped to receive incredibly important consumer data from a traditional OOH campaign. We’ve been seeing CTR rates 50% – 150% higher compared to baseline data across multiple campaigns and vertices. With a performance like that, the digital teams end up requesting more OOH campaigns, and the loop of success continues.
So, when it comes to thinking ahead to how OOH should grow – we should be thinking about partnering with digital teams. With its demographic, exposure and geolocation data that TV, Print, and Radio don’t have, OOH has a tremendous advantage when it comes to effective retargeting and a true omni-channel delivery.
So this year instead of competing against digital teams and budgets – partner with them. Not only will it strengthen your client relationships but will grow OOH in general!
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