Over the past few years, OOH has been the only “traditional” ad format to experience steady growth. This growth is due in part to the rise of digital OOH (DOOH) media, and in part to the advent of better audience identification and targeting tools available to the sector. The rate of change makes it an exciting time for OOH.
Strategy teams live and breathe audience planning. They are tasked with uncovering audience insights, defining consumer behaviors, creating target audience segments, and marrying them to the most efficient media channels/tactics as possible. Until recently, the OOH space simply could not provide data at the level that modern advertisers need.
Ubimo takes this emerging audience-centric approach to the next level by leveraging first- and third-party mobile location data and combining that with our existing library of audience segments. It allows for a level of OOH planning and buying — based on behavior, POI, demos, purchase history, and movement data — as well as success-proving with our attribution offering, which simply weren’t available before.
To help our partners take their OOH planning and buying even further, we are expanding our OOH initiatives, and appointing Norm Chait as Ubimo’s first Head of Practice for OOH Solutions.
Bringing Norm onto the team will help Ubimo serve our clients with cutting-edge capabilities even more effectively than before. Well known in the OOH industry, Norm brings a wealth of experience and knowledge to Ubimo’s team. Most recently, Norm served as SVP and Director of OOH & Local Investment at Spark Foundry, and in sales and marketing consultancies at Vector Media and Screenvision Media.
”I saw firsthand how using Ubimo’s Polaris planning solution directly led to increased investment in OOH,” said Norm. “Once clients saw the ability to index target audience behaviors and purchase history to physical locations, they recognized the value and power that the platform brings forward.
“Seller partners are seeing a direct benefit, too. Having the ability to illustrate the effectiveness in reaching unique audience segments affords them the lion’s share of a campaign. Finally, Ubimo’s proprietary, real-time attribution methodology delivers on an end-to-end solution promise… results for OOH.”
Currently, despite its growth, OOH represents only about 4% of all annual media spend. This number can, and should, be much higher. With Norm’s help, Ubimo will continue to work with OOH companies like Clear Channel Outdoor, JCDecaux, Kinetic, and more to leverage our location intelligence and analytics data with the goal of driving OOH’s slice of the media spend pie to 6% by the end of 2019.