A better way to sell pDOOH? A better way to capitalize on OOH’s reach. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending August 31, 2024.
1. Are We Swinging Our Programmatic DOOH Hammer in the Wrong Direction?
OOH has tried to break the 5% global ad spend barrier for years. Has Programmatic DOOH delivered that growth? pDOOH is a tool, not the answer to growth. Real opportunity lies in leveraging small and local businesses. Small businesses contribute almost 44% of the US GDP, but they are spending most of their advertising dollars on Google, Facebook, and other platforms.
Small businesses use these platforms because they’re easy, accessible, and scalable. To make more small businesses by pDOOH, we need to make it as easy as social media marketing. The tools to do this exist, but some media owners may have concerns about embracing self-serve models. Automating smaller transactions while providing service to bigger spenders will help tap that $180 billion market. AI-driven creative can ensure quality while allowing more access to DOOH.
B.B.’s Take: Mike Scruby, makes many valid points in his writing. Where are the OOH Experts comments who so fiercely advocate Programmatic as the Holy Grail for OOH next level growth? We welcome your comments.
2. Out of home’s secret superpower – it’s the most obvious but maybe not for the reason you think!
To sell screens effectively, we need to know what OOH is capable of and build a strong argument to get advertisers to buy. OOH’s superpower is its broadcast capabilities. This is nothing new, but many advertisers overlook why brands need reach. They need to reach the light category users.
The 80/20 rule should mean that 80% of sales come from 20% of customers, which makes many marketers focus on those customers. However, reaching light buyers and non-buyers is equally important.
Reaching light category users at scale primes them and ensures your brand occupies space in their minds – hopefully to the exclusion of competitors. OOH is perfect for marketing in this way because of its broad reach in environments that are hard to miss, repeatedly exposing light-category consumers to a brand’s message while also reaching the brand’s primary audience.
B.B.’s Take: Simple concept which we often forget. O’Connor shares that growing brand is often a function of reaching the light or not at all categories of buyers. OOH excels with its mass reach capcity. This story worth reading and sharing in your next sales presentation.
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