DooH campaigns have become increasingly sophisticated in their use of data. Some of the information was "first-party" and supplied by the client but third-party data was also brought into play. The final screen showed the departure time of the next train." The key to making a campaign of this kind work is data - in this case a total of nine different data feeds, including flight arrival and train departure times. The second screen, based on a map, highlighted the time and cost savings of using Heathrow Express rather thanthe rival TFL Rail or taxis. "The first billboard displayed an image of Big Ben, always showing the right time. As he explains, enabled a series of live billboards that greeted travellers entering Heathrow's baggage reclaim area. He describes a campaign for Heathrow Express, the train service that runs from London's biggest airport to Paddington station in the centre of the UK capital. ![]() Andrew Phipps Newman is CEO of, a production company creating content for live digital billboards. In airports, we can find that audience by linking ads to flight departure times." And importantly, advertising carried on digital billboards can respond directly to the requirements of target customers at any given time. "For instance, if we are targeting ads for ski holidays at high value travellers. However, she stresses it is also possible to address some very specific customer groups."We can find a bespoke audience by using data to apply context," says Donnelly. "So outdoor advertising is particularly good at capturing that demographic." "Young people tend to be out and about a lot ," she says. For instance, as Donnelly points out, out of home advertising is particularly effective at addressing a young or relatively youthful audience. It's all about finding the audience." In truth, the desired audience may not be difficult to find. "We use third party data to analyze how billboards perform against certain audience profiles," she says."We can understand this on an hour-by-hour basis. As she explains, data is enabling brands to find exactly the audience they are looking for at any given time. But what does that mean in practice?Īlys Donnelly is Head of Programmatic at Kinetic, a leading UK agency helping brands to plan and execute out-of-home campaigns across a global network of static and digital billboards. But that is about to change." According to research carried out by ALFI, 96 percent of advertising executives believe data from DooH is fuelling greater ad campaign creativity and enabling brands to engage with ever more defined audiences. ![]() Certainly that's the view of Peter Bordes, CEO of out of DooH technology platform, ALFI, "Digital out of home has been a siloed outlier," he says. But what does that mean in practice? How can advertisers make the best use of existing and emerging DooH technologies?ĭespite the ubiquity of the billboards that we walk and drive past every day, you could argue that out of home is something of a forgotten corner within the wider advertising universe. Outdoor advertising is part of the fabric of life - particularly in urban areas - and as traditional billboards are superseded by their digital counterparts, brands are expected to allocate more budget to increasingly interactive out of home campaigns. ![]() ![]() According to a report published in February by Allied Market Research, the global market for Digital out of home Advertising (DooH) is set to be worth $54.83 billion by the end of the decade, compared with just $18.8 billion in 2020.
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