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‘There’s a discernible trajectory towards a more globalised DOOH ecosystem’

By Rajiv Raghunath - June 21, 2023

Amanda Dorenberg, President, Canadian Out of Home Marketing & Measurement Bureau (COMMB) shares her perspectives on DOOH, programmatic buying, and audience metrics in an interview with Rajiv Raghunath.

Amanda-Dorenberg,-President,-Canadian-Out-of-Home-Marketing-&-Measurement-Bureau-(COMMB)With growing expansion of DOOH networks across geographies and greater adoption of programmatic buying, are we seeing a more globalised DOOH ecosystem evolving? As the head of COMMB, how do you see the globalising trends impacting the overall growth of OOH / DOOH businesses in different markets?

There’s a discernible trajectory towards a more globalised DOOH ecosystem that is propelled by the burgeoning expansion of DOOH networks across various geographies and the escalating adoption of programmatic buying. These globalising trends bear significant implications for the overall growth of OOH/DOOH businesses in diverse markets. 

Primarily, the proliferation of DOOH networks on a global scale empowers advertisers to engage expansive audiences and effectively target consumers across international borders, thereby amplifying the potential reach and efficacy of their campaigns. This expanded reach presents advertisers with opportunities to interact with diverse demographic segments and precisely tailor their messaging to suit specific market and regional contexts. The ascendancy of programmatic buying within the DOOH realm engenders heightened efficiency and data-driven approaches to advertising. The automation of DOOH inventory procurement and optimisation through programmatic efficiencies enables advertisers to seamlessly deliver pertinent and timely advertisements in precise locations, while harnessing the power of data for targeting optimisation, ultimately yielding superior outcomes for advertisers. 

Moreover, the globalisation trends within the DOOH sphere facilitate cross-market collaborations and partnerships. Advertisers and agencies can leverage their specialised proficiencies and synergise their resources across disparate markets to forge innovative and impactful campaigns. This intermarket collaboration fosters a rich exchange of knowledge, best practices, and creative ideas, propelling the growth trajectory of the OOH/DOOH industry. It’s also imperative to acknowledge that while the globalising trends offer myriad advantages, the triumph of OOH/DOOH businesses in distinct markets is also influenced by localised factors such as regulatory frameworks, cultural nuances, and infrastructure disparities. Consequently, adapting strategies to align with specific market dynamics and comprehending the idiosyncrasies of each region is pivotal for attaining sustained growth and enduring success. 

Overall, the globalising trends in DOOH, driven by the expansive proliferation of networks and the advent of programmatic buying, are orchestrating a paradigm shift within the OOH/DOOH landscape. These trends engender opportunities for augmented reach, refined targeting capabilities, and intermarket collaborations, thereby propelling the overall growth and maturation of OOH/DOOH businesses across heterogeneous markets.

Are you seeing a greater integration of digital media and DOOH planning and buying, and what steps are likely to facilitate for DOOH media operators a larger share of the ad pie?

The integration of digital media and DOOH planning and buying is significantly increasing, presenting DOOH media operators with the opportunity to capture a larger share of ad spend. Steps that can facilitate this include embracing programmatic DOOH, leveraging data and analytics for targeted campaigns, offering cross-channel integration, enhancing creative capabilities via services like dynamic creative optimisation (DCO), and fostering collaboration and partnerships within the industry. By adopting programmatic buying, media operators can automate processes and deliver targeted ads, while utilising data and analytics allows for optimised campaign performance, audience segmentation and post campaign attribution to validate efficacy and ROI. 

Integration with other digital channels, such as mobile and online platforms, creates a seamless and comprehensive advertising experience. By enhancing creative capabilities and collaborating with industry stakeholders, DOOH media operators can offer innovative and memorable ad content, establish standardised metrics, and build a more robust ecosystem that attracts advertisers and secures a larger portion of the ad pie. A key component that COMMB will launch is the automation of our viewsheds, which within the algorithm we’ve developed incorporates all our methodological visibility criteria, as a standard shapefile to the industry. This provides the baseline for both campaign currency such as circulation and impressions, but also allows our members to complete the ad funnel through to attribution - which is outside of COMMB’s purview - however still maintaining standardisation by leveraging the COMMB validated and approved visibility factors for data collection.

As technology permeates the different layers of OOH business, do you see any major impacts on classic OOH advertising?

Certainly. While technology has permeated the OOH business, it’s important to acknowledge that classic or traditional OOH advertising will always retain its significance and high impact due to its domination effect. The large and eye-catching static billboards have a unique ability to command attention and create a lasting impression and emotional impact on viewers. Their presence in prominent locations ensures a wide reach and visibility, making them an enduring and powerful medium for brand messaging, whilst leveraging many of the same data and analytics capabilities as DOOH, leveraged in a different sales and marketing strategy. However, it’s also crucial to recognise the need to adapt and incorporate technology in classic OOH advertising. The advancements in digital and interactive technologies offer exciting opportunities to enhance the effectiveness and engagement of static OOH ads. By integrating digital elements such as augmented reality, QR or other interactive features into static displays, advertisers can create captivating experiences that immerse audiences and drive brand recall. Technology enables improved targeting and measurement capabilities in the OOH industry. Classic OOH can benefit from incorporating data-driven insights, geolocation, and audience analytics to deliver more personalised and contextually relevant messages. This integration empowers advertisers to optimise their campaigns, increase relevance, and better understand the impact of their static OOH advertisements. 

By striking a balance between the enduring impact of classic OOH and the integration of technology, advertisers can harness the best of both worlds. This synergy ensures a comprehensive and versatile approach to OOH advertising that leverages the inherent strengths of static displays while capitalising on the innovative potential offered by technology.

From the audience metrics standpoint, are technologies like AI having any significant part to play?

AI plays a significant role in audience metrics for OOH advertising. It enables efficient analysis of big data, real-time measurement, advanced targeting, and dynamic content optimisation. It is also a major component in the automation of visibility factors and algorithmic outputs to streamline very manual processes in the measurement space. By leveraging AI, advertisers gain valuable insights, tailor campaigns for maximum impact, and deliver personalised experiences to the right audience at the right time. Overall, AI enhances the effectiveness and efficiency of OOH advertising by optimizing audience reach, engagement, measurement, and relevance.

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