Uniting media environments for data-driven buying decisions: Chloe Neo, CEO, OMG Singapore

Chloe Neo, CEO of Omnicom Media Group in Singapore, in her presentation on the theme of ‘Cross Media Measurement’ in the 2^nd World Out of Home Organization (WOO) APAC Forum organised in Bali, Indonesia on November 2-3, shared an ambitious vision for an adtech audience management platform that could potentially revolutionise the OOH advertising industry. At the core of this mission is the creation of a Blockchain based ecosystem, akin to what Google AdWords and Facebook ads did for digital advertising, which would facilitate audience management and transform the marketing landscape, she explained.

Omnicom Media Group's goal is to unite various media environments, screens, and media owners into a single, cohesive platform. This vision is driven by a belief in the enormous potential of the OOH industry, which is also one of the oldest forms of marketing media globally. 

The OMG platform offers a holistic solution that includes essential building blocks for audience measurement. When entering markets with limited advanced measurement capabilities, they begin with traffic analytics, providing first-party data based on sensors owned by media entities. By collaborating with data partners, they transform this data into comprehensive traffic analytics, complete with demographics and reach-and-frequency metrics. The last piece of the puzzle is the inventory platform, which is instrumental in creating an inventory database that supports precise audience targeting.

One of the standout features of their approach is the reliance on WiFi sensors, which they consider to be the foundation of their data collection efforts, said Chloe. These sensors provide unique insights into traffic and offer the ability to track movement and distance. This dynamic data collection approach allows for real-time metrics and the creation of cases for conversion metrics, offering a fresh perspective on impressions, reach, and frequency.

As Chloe cited in her presentation, the larger aim of the platform is to unite various media environments and stakeholders. She emphasised the flexibility of WiFi sensors that can be deployed in a variety of settings, including elevators, cabs, transit shelters, and airports, among others. This flexibility is at the heart of their mission to unite everyone in the advertising industry.

The platform is designed to bring together media owners and media agencies, enabling them to collaborate on campaign planning, negotiation, and tracking. Real-time audience measurement is a central feature, aimed at encouraging marketers to allocate more funds to the out-of-home sector.

Chloe Neo's presentation brought forth Omnicom Media Group's bold vision for the out-of-home advertising industry. Their proposed platform could provide advanced audience measurement and unify various media environments and stakeholders, potentially reshaping the marketing landscape and empowering advertisers to make data-driven decisions.