Su Kwon might be talking at AdExchanger’s Programmatic IO convention on Sept. 26-27 in New York. Click on right here to register.
Publicis Media SVP of out-of-home information and expertise options Su Kwon selected to work in digital out-of-home (DOOH) as a result of it’s the “solely channel that speaks to me every day,” she stated.
“I’m a really avid client, however I’m additionally tremendous millennial,” Kwon stated. “I’m a wire cutter. I’ve advert blockers. I do the whole lot in my energy to attempt to keep away from adverts, though I work in promoting. And digital out-of-home is likely one of the solely areas the place you’ll be able to’t have any of these blocks and limitations.”
One of many largest misconceptions about DOOH is that it’s solely an upper-funnel tactic, based on Kwon.
Positive, DOOH can present mass consciousness to a broad viewers, however like each channel in a marketer’s media combine, it might probably additionally goal folks in contextual and related methods. For example, a pharma model can run DOOH adverts in docs’ places of work, whereas CPGs can run them inside and proper exterior grocery shops.
Plus, as a result of DOOH is a one-to-many channel, shoppers are much less more likely to discover adverts creepy.
“You may get away with quite a lot of issues that you just couldn’t within the digital house,” Kwon stated. As a client, you’re much less more likely to be irritated whenever you see the identical DOOH advert thrice exterior a retailer, versus getting the identical advert 15 instances on Fb and feeling like your cellphone is listening to your conversations.
And whereas no person takes an image of a TV or social advert and shares it on their socials, they may achieve this for a DOOH advert, giving it “that viral aspect,” she stated.
DOOH performs effectively with others, too. Publicis all the time recommends a mix of static and digital OOH to its shoppers, since DOOH is a “small subset” of OOH and never each market has digital choices, based on Kwon.
Final yr, Publicis ran a nationwide programmatic Walmart marketing campaign that included DOOH, and “we noticed each single model metric gentle up inexperienced once we turned on DOOH,” Kwon stated. “It’s a superb amplifier to each different channel.” She spoke to AdExchanger about what she sees forward for the channel.
AdExchanger: What’s the state of programmatic digital out-of-home (DOOH)?
SU KWON: Solely about 5% to 10% of the normal OOH medium is digital. There’s an enormous quantity of outside house on the market that’s nonetheless within the outdated, static house, so it might probably’t be transacted.
However though DOOH makes up such a small portion of the stock, it makes up over a 3rd of the income for lots of our companions, and it’s rising quickly. Yearly, we’ve seen double- or triple-digit progress, aside from the pandemic.
What does focusing on appear to be in DOOH?
Focusing on is all based mostly on cell system IDs. [You’re] aggregating the precise viewers you’re making an attempt to succeed in and analyzing their mixture geotemporal [location and time] conduct.
Individuals are creatures of behavior. By system ID swimming pools, you’ll be able to perceive when and the place your viewers is most definitely to be and learn how to greatest attain them with a digital residence display. Focusing on has turn out to be actually nuanced and really efficient.
How is measurement evolving?
It’s a bit bit trickier. It’s additionally depending on system IDs, however as a result of it’s based mostly on exposures, you get a lower within the quantity of individuals that you just’re capable of truly measure.
We’ve made quite a lot of enhancements within the house, the place now we’re capable of make the most of these uncovered system IDs to measure out past typical model research or foot visitors research. You possibly can have a look at gross sales raise, uncooked research, tune-in research. It nonetheless has a protracted technique to go by way of accessibility and with the ability to measure. You want quite a lot of scale simply based mostly on the drop-off in match charges.
There’s extra to come back within the measurement house. It’s restricted by the expertise that we’ve now.
What do programmatic patrons get mistaken about DOOH?
How we measure impressions. All of the impressions in DOOH are modeled as a result of we are able to’t precisely measure each single individual strolling by a billboard and quantify that. Each single media proprietor is utilizing modeled impression information. Understanding how the impressions are modeled and what impressions you’re truly shopping for is a key aspect.
What are you enthusiastic about in DOOH?
I’m excited concerning the expertise that’s evolving to do dynamic content material, using the info we’re feeding into DSPs to set off completely different sorts of artistic and actions.
Let’s say I’m a financial institution, and I’m opening up these new retailer areas or ATMs. You might have a dynamic part in your advert the place you inform the individual precisely learn how to get to that retailer. And it’s all dynamically finished, so your workforce doesn’t must make 20,000 iterations of that artistic. You possibly can simply insert a bit code in there to drag precisely the place the closest retailer is.
Can generative AI play a task in DOOH?
StreetEasy is a New York–based mostly app for actual property, they usually all the time have glorious out-of-home artistic the place they actually residence in on that neighborhood and issues about that neighborhood which will communicate to that individual. Wherever the artistic might be extra related to the locality and turn out to be hyperlocal, we see much more curiosity and engagement. In order that’s positively a use case for generative AI: to have the ability to crunch all that information.
This interview has been edited and condensed.
