Ask the Board – May 16, 2016 | CHRISTINA RADIGAN

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What technology will be a game-changer for your business in 2016 and beyond?


While I don’t feel one singular technology will be a game changer for out-of-home (OOH), including digital signage within the next year, I do feel that technology-at-large has and will continue to enhance the medium across the board.
 
Through mobile integration, the industry is experiencing great strides in engagement, quantifiable analytics as well as a more granular way to measure OOH viewers using audience segmentations over sheer demographics.
 
A myriad of technologies such as touch, image-recognition, augmented reality and numerous mobile applications are increasing not only engagement and data capture, but also driving creativity and increasing OOH’s value proposition to the consumer.
 
The fusion of data with digital signage is also a key driver of innovation.
 
By tapping data through RSS feeds and APIs, digital signage is being used by countless state lotteries to update growing jackpots. Meanwhile, movies, TV and cable networks are leveraging day, date and time countdowns to drive tune-in for premieres or weekly shows and sport teams are keeping their fans in-the-know by posting live scores. Technology and data are leading to programmatic approaches in OOH.
 
As a first step, programmatic may be employed to fuse a myriad of data sets such as sales, audience and behavior overlaid with the plethora of geo-coded OOH inventory to help bring greater insights into how the medium intercepts consumers as they move throughout their day.
 
Numerous factors will contribute to the advancement of programmatic DOOH (pDOOH), but greater standards across the spectrum including but not limited to syndicated audience data, greater commonality in ad units (for digital formats, specifically place-based), as well as the standardization of ad verification and reporting processes will help. But for certain, the endgame for pDOOH-at-large is to dynamically serve real-time, location-specific, ‘context-aware’ ads in response to data triggers (weather, news, time of day, et al.) as well as audience, in the physical world. There are some early examples of this happening today. Most notably, the Google Outside 2.0 OOH campaign that took place in London and the South-East showcased the value proposition of the Google Search smartphone app in the physical world.
 
By harnessing technology, the OOH medium has and will continue to innovate, allowing marketers to engage and reward consumers with relevant branding experiences, but provide more valuable insights, thus quantifying and qualifying the value of its audience, enhancing its credibility and becoming more attractive to today’s marketers.

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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