“There are three 'D's driving the out-of-home industry at the moment, digital, data and dynamic creative,” JCDecaux CEO Steve O'Connor recently told AdNews.
It sums up the forces at play from advancements and investments in technology and digital screens to the backend systems that inform what appears on them and how campaigns are planned.
Outdoor has changed dramatically in recent years and just last month the planned merger of Ooh!Media and APN Outdoor, which would have massively shifted the playing field again, collapsed. Both sides walked away from the deal following a "surprisingly adverse" response from the ACCC.
Explaining the decision, Ooh!Media CEO Brendon Cook said the company remained committed to innovation and digital. He also said Ooh! would invest around $40 million CAPEX in developing and building data systems that would underpin a "well-rounded digital strategy".
For Cook, while he sees a future where anything that is possible in online advertising is possible in outdoor, he says using data is about “answering a question for your client”.
The more sources available to answer that question, the more effective and contextual a campaign becomes. He agrees OOH will never be entirely one-to-one, but says his job is to “define the many better”.
The feature also sees Posterscope MD Bryan Magee explain that although audiences are tightening and becoming more targeted, it's “a mass channel - one-to-many or one-to-few”, where advertisers direct messages at “clusters of people”.
VMO MD Anthony Deeble says at its core, the programmatic change of outdoor will mean less wastage and better ads.
“No longer will advertising be delivered in the hope that it will be delivered to the right audience, we now have a better perspective and better engagement with consumers,” says Deeble.
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