OOH has powerful relevance in most significant growth areas of marketing: David Gordon

Presenting his session on "OOH in the Digital Economy” at OAC 2016, David Gordon, Insight Director, Posterscope UK, shows how using data effectively can pave the way of growth of out-of-home advertising. Starting his presentation with a few interesting data like how increasing connectivity will connect 1 trillion people worldwide, he went on emphasizing how, like every other business, OOH also requires digital economic solutions. Calling "data”, "new currency of business”, David said, "OOH reaches 90% population and instrumental in either launching a product or to create brand awareness. The need of the hour is transformatory investment in digital OOH. The investment should include several growth areas in marketing like use of data, personalization, geo-targeting and content marketing.”
 
Striking difference in impacts created by static and dynamic OOH, David also stressed on importance of personalization in OOH on both real-time digital OOH as well as classic OOH that should be able to use more data. "Personalization of OOH has proven brand effects,” Gordon added after citing examples of Microsoft Lumia Cortana campaign that had almost 875 cites with local relevance. He also added that OOH has 200% more effectiveness if double up with mobile data in order to achieve awareness, purchase consideration and online searches.