By: Rajiv Raghunath
Last updated : September 28, 2018 10:33 am
Tom Goddard, President, FEPE International and Chairman, Ocean Outdoor, UK advocated greater use of streaming content, interactive technologies and the like to drive deeper OOH audience engagement
Referring to the “shiny’ digital OOH media, he said that the format by itself will not deliver growth so long it is being used only for static displays. Amplifying this point, Tom said that full motion displays are known to be engaging consumers 2.5 times more successfully than static displays. He advocated greater use of streaming content, interactive technologies and the like to drive deeper OOH audience engagement.
Pointing out that DOOH and mobility together could deliver great results for advertising brands, he said that as yet very little has been achieved on this front.
Underlining the growing significance of programmatic buying, Tom said that industry players need to build a common buying platform instead of creating multiple platforms, that at best would only benefit the technology companies involved in developing those platforms. The industry should desist from the path of outsmarting one another and aim to wrest the ad dollars from other competing media, he asserted.
Tom reiterated the need for industry to work as a “collective” and focus on automation and collaboration.