Clone and Propagate
OOH Planning in Real Time
by Stewart Layton, CRO
Media CanDo, LLC
Today, properly planned OOH creative executions can be changed in “near real time” utilizing the latest Digital OOH programmatic planning and buying methods. In fact, highly specific client demographic buy criteria can be specified up front and reliably delivered. Please realize these capabilities exist via subscribing suppliers in digital markets across the country.
TODAY, OOH is far beyond where it was only 10 years ago… OOH has been generically described as “media influencing the consumer away from home” … in the OOH marketplace today my company can blend proprietary mobile media technology – which is both a custom Customer Loyalty system as well as a direct communication tool to our clients LOYAL CUSTOMER base. The capabilities of this particular system goes beyond reward programs to include Social Media capabilities (Facebook, Twitter, etc), consumer survey data collection, auto response (keyed to timed event triggers) and much more. We then can take things a step further and use “first party data” collected through the loyalty program interface to guide digital media buying.
Through a sophisticated digital media partner, we apply this rich, first party data to a digital media buying process we call “Clone and Propagate” – use look alike modeling plus other digital targeting techniques to match SIMILAR demographic’s within the immediate marketing radius of each client brick n’ mortar location. In this way, we grow our clients loyalty base via our “Clone and Propagate” process. Of course, throughout the digital buy, Google analytics are applied to the process and merged with OOH performance data throughout the campaign to achieve campaign KPI’s. Additionally, if appropriate, we can provide clients with “Connected TV” planning and execution….
There is more! We can also apply geofence client billboards – even competitors – allowing the us to push mobile messaging – which can include Google Map directionals and buy incentives to remind a loyalty consumer to STOP at the nearest client location and make a purchase. Even help them find the store location.
So campaign performance data can perpetually be part of combined OOH and digital media campaigns – and on and on it goes! With these contemporary omni channel service capabilities, many in the OOH industry have become far more sophisticated in connecting brands with solutions using OOH media to drive consumers to act!