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OOH Can Double Market Share With This

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by Casey Binkley, CEO at Movia Media

This could possibly be the most important accolade since I joined the OOH industry and can change all your client relationships. Every OOH conference or event discusses wanting to gain markets share for OOH. This works, I dare you to try it!

Historically there has always been a rift between OOH/traditional teams and Digital teams. They often operate in silos with separate budgets. I’ve also seen historically when Mobile Device Retargeting campaigns became available to execute as an Omni-channel strategy with OOH, most of the time, it was offered as a managed service in which the OOH vendor would also handle executing the Mobile Retargeting campaign. In this instance, the OOH Vendor receives the banner ads, target demo and fully executes the OOH & Digital campaign. 

The Digital team is like WTF is this OOH team doing running a digital extension? “I’m the Digital Expert,” so anything this other team is doing is stupid.

This has further divided Digital and OOH teams. The Digital team is like WTF is this OOH team doing running a digital extension? “I’m the Digital Expert,” so anything this other team is doing is stupid. Further any savvy digital marketer knows this is terrible for efficiencies. Under this model, the OOH and Digital team are effectively bidding against each other in the live bitstream, trying to win impressions. Costs increase and budget are wasted. 

But let’s flip it 180 degrees – The Device ID Passback. Where the OOH Vendor provides the client with a list of Device IDs that have had exposure to the OOH campaign as well as pre-screened for the client’s core-target demo. The client’s digital teams upload these IDs into their retargeting platforms and execute everything.

Under this model, the OOH and Digital team are effectively bidding against each other in the live bitstream

Now the execution maximizes efficiencies with one team doing the digital portion. BUT the most counter intuitive thing happens – The Digital team is pumped they are getting data from a traditional OOH campaign, typically “we see CTR rates 50% – 150% higher compared to base line data”, the Digital Teams ends up requesting more OOH campaigns since the data preforms so well. Yes, I just said that “the Digital Team is requesting more data from OOH campaigns!”

So everyone talks about how OOH should grow – Well one way is in partnership with Digital teams. OOH has a tremendous advantage with geo-location data. TV, Print, and Radio cannot produce retargeting data like OOH can.

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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