Today's new breed of out-of-home advertisers
are challenging the digital advertising platform.
Why do advertisers spend millions of dollars
on TV ads during the Super Bowl every year? Sure, it’s the most watched event
on TV, but brands could arguably get better value from running ads on Facebook
and Google.
Regardless of where you stand on that
specific conundrum, it points to important questions about the advantages and
disadvantages associated with online versus offline ad buys. Among the
media industry, it’s generally believed that digital platforms offer more data
transparency and value than offline, but today’s new breed of out-of-home
advertising (OOH) platforms are starting to challenge that belief.
Until relatively recently, OOH has been a
strictly analogue industry, but now it’s catching up with Web and mobile to
support tracking for view metrics, programmatic ad buys and the use of beacons
and their tracking view metrics. Innovations like these were among the topics
covered in a series of events called Digital Signage Week, which took place
Oct. 24 to 28 in New York.
In the same way that mobile advertising is
finally coming of age, so is outdoor. Here are three keys to the future of OOH,
drawing inspiration from the mobile ad industry.
1. Bill advertisers according to
attention metrics.
Digital ad platforms are capable of serving
up ads that ultimately aren’t seen by anyone, so it’s important that attention
performance should play a role in billing models. This is in the best interest
of both parties. When advertisers pay out according to impressions, it’s
unclear how much value they’re getting for their budgets. Impressions can run
almost continuously, but they won’t do any good if no one is paying attention
to them.
Viewability is critical, but you have to know
how to measure it before you can charge for it. In order to adopt
attention-based billing, OOH ad platforms need the ability to track
performance, which is easier said than done. Next-generation analytics platform
Placed is leading the charge.
2. Advertisers and platforms are
strategic partners.
With mobile ads, we’re seeing innovative
models emerge that share revenue between publishers, advertisers and agencies.
With OOH, platform providers can designate certain spots for in-house ads that
venue management can control on their own.
Impax Media, for example, sets aside a
certain share of their screens’ content for venue managers to use as they like.
Studies show waiting in the checkout line is the most hated part of the
shopping experience, so Impax works together with retailers to capitalize on
engagement with sponsored content spots to entertain shoppers as they wait to
finish their transactions.
“Retailers have responded to our model with
tremendous enthusiasm, because it addresses some real needs,” said Dominick
Porco, Impax’s CEO. “For starters, it will cut down on theft by providing an
elegant means to close a lane and prohibit someone from leaving the store with
a shopping cart full of unpaid groceries. It will enhance the shopping
experience by providing shoppers with relevant information while simultaneously
reducing the perceived wait time; a significant deterrent to customer loyalty.
And lastly, it provides the retailer with a 21st century
communications platform to introduce and reinforce programs and incentives to
their customer base.”
3. Maximize impact with contextual
relevance.
Shrewd advertisers know how to command
attention with ad creative that’s relevant to audience members. With OOH, which
is by definition always location-specific, content can achieve maximum impact
by speaking to locale-specific issues or venue-relevant activities.
Written by: Cynthia Johnson
Credit: Entrepreneur.com
0 comments:
Post a Comment