OOH research is going to be as good as it gets: Gallen Yip

Out-of-Home is the most under researched medium. Do you agree?

No.  On the contrary, I would argue it is the most researched media by far. Looking back, we would found an embarrassing trove of agencies and media owners commissioning'something' to supplement the value of outdoor media in the past decade.  That something is called'research'.   To this end, we have deployed traditional omnibus panels, mobile diaries to technology-driven solutions like Neuroscience, Eye-Tracking, Facial Recognition, Geo/location and Motion Sensors. The results? We have amassed proprietary datasets containing an overwhelming body of evidence to demonstrate return on campaign objectives/investment (ROMO/ROI) for our clients.  

So, why do we still have this tingling sense that we need more efforts into understanding this medium?

Out-of-home research is just going to be as good as it gets; when it gets continually positioned as an effective broadcast medium that delivers more bang for your buck. Yet, I am of the view that not nearly enough is being done with these datasets. These very same datasets will (eventually) diminish in value when everyone is able to replicate/subscribe to it to support strategic/tactical planning.   As a result, we are starting to see some significant changes in how the industry is adapting and reconciling these market demands to set themselves apart from their competitors.   

The industry I was embedded in for the past 5 years is currently going through a quiet data revolution, involving varying levels of market sophistication.  For example, Route; UK OOH media planning tool which costs about £19m and 5 years has recently gotten media agencies challenging themselves to make these rich data more radically useful, beyond off-shelf solutions.
 
Kinetic UK (part of tenth avenue) has decided not to rely on Route's Telmar Quantum planning system. Instead, we built our own bespoke solutions to crunch these data. Elsewhere in Asia, Kinetic SG is already reaching out to media owners to figure out how best to use the industry's first OOH currency data (soon to be released by Nielsen) to provide real points of differentiation and get the most value for our business partners.  

How do you think out-of-home research can evolve to deliver this differentiation?

Be radically useful: The industry needs to attract more data-driven people who can take disparate point of views and get them into a story narrative that agencies and clients can buy into. Planning needs to be unfolded at both the strategic and tactical levels to be radically useful for clients, otherwise it's just posters at great locations we are buying (not planning).      

Ask better research questions:   It has never been about the answers, but always about the questions. And the key thing about research is that we can't afford to look at it in this passive, repeatable thing, which is what everyone is doing. That the data will tell us what is going on in the outdoor space. I just don't think that's true anymore.  We have to consider working with other third party data partners to understand what else is out there, what else can we do with our existing data in order to ask better research questions.

Be forever curious:   I would say there's never been a better time to be curious on how research can play a pivotal role in shaping differentiation and determining this value tomorrow.  Think about visualising the flow of traffic along key arterial roads/expressway (via smartphone/GPS) to how people move within the city (via mobile operators) to detailed customer information (including purchase/transaction history via aggregated shopper database).  Think about lifestyle segments (e.g. young couples with no children vs. multi-generation households) hotspots within the city. Think about where people are checking in on social media platforms. Think about how people feel at different parts of the day when they are out and about via their status update on social media platforms.  

I personally believe the challenge that we face as an industry is no longer about collecting data but rather slowly bringing these data together and extract meaningful insight to tell a powerful story to our supporters, detractors and non-believers. A story that strongly communicates our belief that apart from leaving national footprint and impact, OOH has the best opportunity to reach consumers' mind, stir their hearts and hopefully open their wallets at the right time and right place.  

Do you think existing outdoor measurement is fulfilling its potential in helping clients make better business decisions?    

Maybe. The general consensus seemed to be that while it was useful, I think we still have more work to be done to translate these measured behaviours into quantifying measurable impact. 

To truly develop optimal measurement approach; the industry needs to start considering embracing innovative approaches; one that builds their  capability to fuse the archeology of data we have on hand to give clients the confidence and inspiration to do something that's brave, creative or special. Collectively, the industry needs to do more to make this work in the long run.    

Briefly, your thoughts on the future of OOH?

I've been asked this question too many times and I'm sure you have heard many alternate versions of this.  When we can take a few minutes into the future behind our screens, I think you will agree the pace of technology and culture change across Asia markets is just too fast.  

We are certainly better off to try to invent the future than predict it.   

Make no mistake -- OOH is here to stay in the long foreseeable term; in the backdrop of technology, media and culture.  We have already seen exciting innovations happening around the physical out of home space (e.g. 3D printing, projections, wearable tech, mobile, experiential lighting solution, etc.)  These trends are likely to continue, with increasing number of brands open to experiment them in their marketing efforts.
 
In order to move people, culture and drive client business, we have to be insanely prolific to beat the odds.   Think about Kinetic Out-of-Home Gallery where we successfully got over 1300 stakeholders in China to experiment and reimagine how OOH can be used tomorrow.  Think about the continual integration of physical outdoor spaces with our personal and public screens, where multi-screen behaviors prevail.   

If you ask me, the future is probably already here.  We have to start building a future that involves cumulative outdoor experiences that best help brands create rewarding and connected people relationships when outside. The days of the one-off network campaign are over, now it's about data and profiles and connected outdoor experiences.