Digital outdoor's better, but why aren't we better at it?

By Sponsored. VMO | 2 September 2016

AdNews partnered with VMO (formerly Val Morgan Outdoor) to gather a group of leading creatives and marketers to get inside digital outdoor and answer that question. The roundtable discussion explored the creative possibilities digital out of home (DOOH) offers brands and how marketers and their creative agencies can maximise the channel’s immense capabilities.

For example DOOH has more measurement metrics than ever before, but many of its bells and whistles, such as: proximity marketing, facial recognition, contextual and day-part targeting, geo-targeting and data triggers, are being well under-utilised. What's holding us back?

Especially given out of home's runaway growth. The channel is one of the fastest expanding media segments in Australia, coming off its sixth consecutive year of growth in 2015 with revenue surging 17% to $678 million. That figure looks set to be well eclipsed with first half 2016 revenue already topping $418.5 million. Digital accounts for 37.5% of the growing pie, up from just 7.5% four years ago. 

Hosted by VMO's general manager of sales and marketing Paul Butler, marketing director Nicolette Onsley and managing director Anthony Deeble, the roundtable comprised: M&C Saatchi associate CD Paula Keamy, IAG media buying & communications director Anne Gately, Clemenger BBDO Sydney ECD Brendan Forster, Westpac head of media Toby Dewar, The Monkeys head of communication planning Gary Peace, DDB Melbourne CCO Darren Spiller, Ideaworks GPY&R CD James Griffiths and Posterscope Group agency director,Ryan Hedditch.

VMO's Deeble set the scene with a run down of the different types of DOOH and their contexts:

"Place-based networks are more content focused and you’re more likely to see them in the gym, in the petro forecourts, in retail or office environments. Digital outdoor large format signage is typically roadside and street furniture and there are more restrictions on content that can be displayed," he said.

“We’re investing a lot of money in the development of our shopping centre network,
our petro business, our office business, or more recently the acquisition of the Active Media Group, so for us digital out of home is about content.

“It’s about connecting with audiences and doing that in meaningful ways that we can
actively measure. We launched a metric called DART because we think it’s really important for out of home to deliver accountability.”

This article is part of a sponsored content partnership. Turn to page 41 of the launch issue of AdNews monthly, out today (2 September), to read the full report. You can download a digital version on desktop, Android and Apple for $5.99, or subscribe in print here.

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