“What was your biggest takeaway from DSE 2018?”
(Note: This month’s contribution was prepared in concert with Jason Isaacs, Supervisor, [d]theory)
The 15th Annual Digital Signage Expo came to Las Vegas during the last week of March. In addition to captivating exhibits in the showroom, expert panels tackled many critical issues facing the OOH industry today and echoed a number of key takeaways:
Big Changes Coming for Measurement. The roll-out of Geopath’s new OOH ratings measurement system will feature enhanced demographics, reporting by day, time and season, hyper-local as well as national reporting and an expanded formats list. In fact, Geopath intends to measure digital place-based networks, now measured predominately by Nielsen in accordance with the DPAA’s audience metric guidelines. Moreover, there have been calls throughout the industry recently for an agreed-upon, venue-agnostic “common currency” by which the audience of any OOH inventory can be determined. In response, the DPAA, IAB, MRC and Geopath are collaborating in an effort to develop universal standards.
Increased Awareness of the Pitfalls of Hyper-Targeting in OOH. More and more, data is informing and triggering content. In addition, there is currently a move taking place from cloud computing to “the edge,” which will get the industry closer to being able to predict behavior over time. However, as a one-to-many medium, the value and efficiency of OOH does not inherently reside in one-to-one communication. So while data can be leveraged to provide for greater targetability, the industry must be mindful that one of OOH’s greatest value propositions is that it is a mass medium.
Consumer Privacy Is Front and Center. As more questions arise surrounding Facebook’s use of consumer data, and with the adoption of GDPR government regulation in Europe, there has been a push for self-regulation within the domestic OOH industry. Discussion on the topic has permeated throughout the OOH industry in the U.S. as we are now seeing a heightened sensitivity to methods of data collection and use. As such, expect to see industry leaders paving the way for more transparency and accountability.
Real-time Data as The Backbone of DOOH in Smart Cities. Just as the connectivity of smart cities will provide enhanced convenience and value to the public, OOH is expected to evolve as well. By 2050, it is projected that 87 percent of the U.S. population will live in major metropolitan areas and that there will be five times the number of connected devices as compared with today. Companies will need to invest in the ability to ingest and fuse sensor data from all around cities with mobile geo-location data and first-party data.
Programmatic DOOH Landscape Will Continue to Grow. As confidence in programmatic heightens, more DOOH supply becomes available and when measurement standards are established, data-driven, biddable exchanges are expected to ramp up. Private Marketplaces (PMPs) are especially likely to gain traction, as these provide transparency and agreement on rates, in contrast to open exchanges. Programmatic selling and buying should also achieve increased popularity within the industry due to flexibility and efficiency. Whereas Scatter TV or other media channels may have taken leftover budget in the past, the speed and ease of audience-based buying via programmatic DOOH may make the channel more attractive when making last-minute investment decisions.