Media4Growth organising ‘OOH Dialogues’ on ‘Making audience data talk for OOH’ on Oct 29
By M4G Bureau - October 28, 2020
The digital conference will serve as a business forum where growth-enabling tech & creative solutions are presented and discussed threadbare for the benefit of all constituents of Indian OOH across metros and Tier 1 & 2 cities
If selling audiences is fundamental to drawing big ad dollars to OOH, using robust audience data for OOH planning and buying become critically important for all key constituents of Indian OOH. Audience data give advertisers the opportunity to laser target consumers, customise the messaging as per demographics and consumer behavioural patterns, serve advertisements dynamically on networked digital OOH media, as well as plan hyper-local consumer targeting even with static media, and monitor OOH media performance. Use of OOH audience data would also give OOH media a more defined role in integrated media plans.
Around the globe, the amount of data that is collected and analysed was estimated by the World Economic Forum to reach the size of 44 zetabytes (ZB) this year. A Forbes report titled ‘How The World Became Data-Driven, And What’s Next’ published in May this year, stated: “The past decade’s data explosion created a virtuous circle of data analysis and action, leading to new insights, data creation, and data analysis. We’ve seen companies collect more data than ever before as they’ve raced to transform their businesses and make data-driven decisions.”
In this data-driven world, the space for meeting customer needs basis ‘gut feel’ and rough estimates would rapidly shrink. Keeping in view the imperative for Indian OOH to chalk the data path to sustained business success, Media4Growth is organising a series of technology and creative solutions focused digital conferences under the banner ‘OOH Dialogues’.
The first edition, focused on ‘Making audience data talk for OOH’ is scheduled to be conducted at 3PM – 4PM on October 29, featuring presentations by Srikanth Ramachandran, Group CEO, Moving Walls and Bharat Rajamani, CEO, US Advertising. The digital conference, that will be hosted on Zoom, will have an interactive session, where all participants shall raise their queries on the use of audience data, to be addressed by the panel speakers.