By: M4G Bureau
Last updated : November 24, 2021 11:48 am
The playbook offers a perspective on the strategies used by the marketing innovators in planning and executing their campaigns to drive efficient outcomes
The Outernet refers to every media opportunity to engage audiences when they are outside-the-home. The OMIG group, which brought together more than 25 marketing leaders from brands across Asia, was designed to chart the future of Outernet marketing by running pilots using planning, buying, and measurement technology provided by Moving Walls.
The company’s release states that not only does the playbook offer insights on what the marketeers do to optimise their OOH campaigns during planning and execution, but it also features actual campaign results.
OMIG members were given Moving Walls’ technology platform ‘Moving Audiences’ to plan their campaigns using audience and location data to derive the best possible strategy to yield better results. They were able to access a registry of assets, select in-built or custom audiences segments and at the same time analyse site-level audiences data to match their campaign requirements and ensure reach efficiency.
The playbook offers a perspective on the strategies used by the marketing innovators in planning and executing their campaigns to drive efficient outcomes. The Outernet media landscape has shown that a majority of growth is being driven by digital brands, who now form the bulk of the top 10 highest DOOH spenders.
The Outernet playbook to deliver efficient outcomes is based on three pillars: