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 knowledge and know-how 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 each day,” she mentioned.
“I’m a really avid client, however I’m additionally tremendous millennial,” Kwon mentioned. “I’m a twine cutter. I’ve advert blockers. I do every thing in my energy to attempt to keep away from adverts, although I work in promoting. And digital out-of-home is without doubt one of the solely areas the place you may’t have any of these blocks and limitations.”
One of many largest misconceptions about DOOH is that it’s solely an upper-funnel tactic, in line with Kwon.
Certain, DOOH can present mass consciousness to a broad viewers, however like each channel in a marketer’s media combine, it could actually additionally goal individuals in contextual and related methods. As an example, a pharma model can run DOOH adverts in medical doctors’ places of work, whereas CPGs can run them inside and proper outdoors grocery shops.
Plus, as a result of DOOH is a one-to-many channel, customers are much less prone to discover adverts creepy.
“You will get away with plenty of issues that you simply couldn’t within the digital house,” Kwon mentioned. As a client, you’re much less prone to be irritated if you see the identical DOOH advert 3 times outdoors a retailer, versus getting the identical advert 15 instances on Fb and feeling like your cellphone is listening to your conversations.
And whereas no one 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 ingredient,” she mentioned.
DOOH performs nicely 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, in line with Kwon.
Final 12 months, Publicis ran a nationwide programmatic Walmart marketing campaign that included DOOH, and “we noticed each single model metric mild up inexperienced after we turned on DOOH,” Kwon mentioned. “It’s a wonderful 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 unlimited quantity of out of doors house on the market that’s nonetheless within the previous, static house, so it could actually’t be transacted.
However although 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, apart from the pandemic.
What does concentrating on appear like in DOOH?
Concentrating on is all based mostly on cellular gadget IDs. [You’re] aggregating the particular viewers you’re making an attempt to achieve and analyzing their combination geotemporal [location and time] conduct.
Persons are creatures of behavior. By gadget ID swimming pools, you may perceive when and the place your viewers is almost certainly to be and greatest attain them with a digital dwelling display screen. Concentrating on has grow to be actually nuanced and really efficient.
How is measurement evolving?
It’s a bit bit trickier. It’s additionally depending on gadget IDs, however as a result of it’s based mostly on exposures, you get a lower within the quantity of individuals that you simply’re capable of truly measure.
We’ve made plenty of enhancements within the house, the place now we’re capable of make the most of these uncovered gadget IDs to measure out past typical model research or foot site visitors research. You possibly can take a look at gross sales elevate, uncooked research, tune-in research. It nonetheless has a protracted technique to go when it comes to accessibility and having the ability to measure. You want plenty 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 know-how that we now have now.
What do programmatic consumers get improper 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 particular person strolling by a billboard and quantify that. Each single media proprietor is utilizing modeled impression knowledge. Understanding how the impressions are modeled and what impressions you’re truly shopping for is a key ingredient.
What are you enthusiastic about in DOOH?
I’m excited concerning the know-how that’s evolving to do dynamic content material, using the info we’re feeding into DSPs to set off totally different sorts of inventive and actions.
Let’s say I’m a financial institution, and I’m opening up these new retailer areas or ATMs. You may have a dynamic part in your advert the place you inform the particular person precisely get to that retailer. And it’s all dynamically executed, so your staff doesn’t must make 20,000 iterations of that inventive. You possibly can simply insert a bit code in there to tug precisely the place the closest retailer is.
Can generative AI play a job in DOOH?
StreetEasy is a New York–based mostly app for actual property, they usually all the time have glorious out-of-home inventive the place they actually dwelling in on that neighborhood and issues about that neighborhood which will communicate to that particular person. Wherever the inventive might be extra related to the locality and grow 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 knowledge.
This interview has been edited and condensed.
