London, UK — Ocean Outdoor Group CEO Tim Bleakley Take measurements under the spotlight World Outing Organization Forum in South Africa This week, we highlight how original research studies prove that “all impacts are not equal.”
Speaking at a conference in Cape Town on March 12, Tim advised attendees to “measure what matters” and said that even in markets where there are little or no reliable industry measurements, they can still measure what is needed. He said it is possible to create indicators.
“Many markets have audience data via currencies such as ROAD and ROUTE, but the key question is how do you establish emotional response on the go? For OOH, attribution is “It’s always a question and ROI is the basis for market share,” he said.
“However, a decade of original neuroscience-based research led by Ocean demonstrates how emotional responses to large format OOH, particularly full motion, correlate with memory encoding and brand recall. It also proves that not all impacts are the same, which is a particularly important message to convey to government agencies and experts.”
Tim outlined the optimal conditions for investment and growth in the DOOH sector in sub-Saharan Africa. This is driven by a 62% increase in urban population over the past decade and twice the number of young viewers (50% under 25) compared to Europe (25%). Massive adoption of mobile devices (483 million).
“These three elements come together to not only drive sector growth, but also create channels of connection and engagement between DOOH and young audiences, creating ideal conditions for gleaning audience and data insights. will create.”
Tim said that while OOH viewership growth and product improvements are no surprise, OOH has not been able to keep up with the explosion of digital channels in recent years.
But he points to “significant headwinds around issues such as trust, ad fraud, audiences and the environment” that are also impacting other media, and says that focusing too much on short-term marketing performance marketing could lead to He said this would result in losses for advertisers.
He suggested that the time has come to move the discussion away from OOH's share of the advertising market and toward increasing total advertising spend.
“While it is not too surprising that OOH has not been able to grow its share in recent years, there are many reasons why it should. We believe that OOH will be reevaluated in the media mix and its market share will increase accordingly. Masu.
“We're already seeing this from our clients and media agencies. We often hear planners and buyers talk about the attention economy and quality of engagement. It's a healthy approach and one that gets noticed. right.”
Tim said OOH budgets were underpinned by creativity and a switch from 2D to 3D formats, which fundamentally changed the way brands thought about OOH and led to double-digit growth in some categories. .
The transformation of digital out-of-home (DOOH) into an accessible entertainment channel with experiences that can be shared beyond the physical realm is taking brands like Heinz, Arla, and Balenciaga to places previously unthinkable. I was drawn to it.
“Remember that OOH is and always will be a one-to-many medium. In the hyper-targeting and personalization of the past decade, it may have been outdated, but it is not a barrier. , is a superpower. There is real value in speaking like everyone in the community, and OOH needs to celebrate these occasions,” he said.