Can OOH Capture ‘The Unreachables”?
Hearts & Science, an ad buying firm owned by Omnicom Group Inc., conducted research with Omnicom Media Group, where they found TV and video consumption of Millennials and Gen Xers – a segment encompassing the 22 to 45 age range – aren’t effectively captured by the current TV measurement platforms. Hearts and Science call this audience segment “The Unreachables.”
Must read to understand the Unreachables segment
According to Scott Hagedorn, chief executive of Hearts & Science, traditional, panel-based approaches to TV measurement are old-school technology designed for old-school media. He goes on to further share, Mobile and Streaming create a problem as nearly two thirds of this consumption isn’t being captured by traditional measurement platforms. According to Hagedorn, “if it can’t be measured, it can’t be properly targeted or planned against as part of a cohesive, cross-platform campaign.”
Traditional, panel-based approaches to TV measurement are old-school technology designed for old-school media.
See ‘Unreachables’ story
An effective media ‘reaching’ the Unreachables is Experiential Marketing. See the Forbes article, Experiential Marketing Reaching the Unreachables OOH Industry should develop actionable data specifically demonstrating effectiveness in reaching the ‘Unreachables’ and actively promote.