‘Automation, Transparency, Accountability: Key drivers for adoption of Outernet Metrics’

The Outernet Marketing Innovation Group (OMIG), made up of 28 regional brands that are running various types of pilot campaigns powered by Moving Walls’ automation and location media technologies, held an online session to discuss the need of a common Outernet currency from the industry and advertiser standpoints. The session drew the participation of industry bodies — Association of Advertising & Marketing Singapore (AAMS), the Media Specialists Association of the Philippines (MSAP), regional marketers and agency representatives.

Outernet Media in a Cookie-Less World

The session kicked off with Chloe Neo, COO, Omnicom Media Group & 1st Vice President from AAMS, sharing her thoughts on how advertisers can navigate and cut through the noise in a cookie-less world, with location data being described as the new “cookie” in the real world.

“Location data breaches the gap between the digital and physical world. We need a more universal currency to measure marketing effectiveness as well as return on investment across the different formats that we are seeing, especially the digital front where we have the opportunity,” she said.

Chloe also commented on how location data can be used for tracking patterns and trends related to human movement, support risk management like how it was used to manage the Covid-19 situation in Singapore, and also streamlining services and operations. Increased social media usage also contributed to huge sources of data to enrich consumer insights. By converging all these social and location data sources, advertisers have a more holistic view that bridges the gap between the digital and physical world.

Memo Moreno, Managing Partner of Mindshare Philippines & representative of MSAP, chimed in with her thoughts that OOH is highly fragmented and also highly political. There is no robust measurement for OOH actual deliveries. MSAP as an industry is working towards a single screen currency to enable omnichannel video planning.

“The Outernet is a good initiative to have from a digital lens as it brings a robust measurement and accountability,“ said Memo.

As the discussion deepened, most of the participants agreed through a live poll session that – Automation, Transparency and Accountability – are the biggest drivers for adoption of a common currency in Outernet.