ASK THE BOARD: Evaluating DOOH as an Ad Medium

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With the onslaught of data entering the fray, how can digital signage buyers and sellers evaluate DOOH as an advertising medium to determine its value and accuracy?
This week’s question is answered by members of the DSE Advisory Board
ADVERTISING & BRAND COUNCIL

Read the Answer by Steve Dawson

“We include measurement as part of every program as a baseline – measuring basic traffic, impressions and engagement. Recently, we’ve been leveraging computer vision analytics platforms to drive measurement around age, gender, sentiment and behavior.”
STEVE DAWSON
VP, Emerging Experiences – SapientRazorfish
 

Read the Answer by Dave Koppelman

“‘Onslaught’ is a great word here. There are so many data points coming in and so many different users of specific pieces of information. The key challenge will be with universal measurement.”
DAVE KOPPELMAN
Managing Director
MacDonald Media
 

Read the Answer by Travis Kragh

“Seeing the value of DOOH advertising is easy, but accuracy is more challenging to determine. This is because digital signage does not have a clear return signal like the closed loop of the Internet.”
TRAVIS KRAGH
Co-Founder and Chief Creative Officer
ClockNine
 

Read the Answer by David Oakley

“Your advertising must not only deliver a branding message but also a reason to act. It has to be a message that a consumer will respond to.”
DAVID OAKLEY
President and Creative Director – BooneOakley
Show + Tell
 

Read the Answer by Christina Radigan

“Data, largely from mobile devices, has provided a wealth of insight to the planning and buying of digital signage.”
CHRISTINA RADIGAN
Managing Director, Marketing & Communications
Outdoor Media Group
 

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