Challenge 3: Targeting models don’t fit real-time demand
Whilst suited to traditional campaigns, old targeting models and buying criteria are preventing OOH advertisers from making the most of the realtime opportunity.
Real-time DOOH is the advertising medium that can most effectively achieve the ultimate marketing objective of getting the right marketing message to the right audience at the right time.
To achieve this, the industry needs to revisit its targeting criteria and move towards audiences and behaviours. With the data now available, real-time can enable marketers to target audiences using more variables than ever before, including such criteria as time of day, weather data and transport information.
Using data like this, brands can ensure campaigns use real-time technology to deliver ‘right-time’ ads – delivering content that is simultaneously real-time and righttime.
Another key issue is the way that DOOH has been historically traded in units of time, across 2 weeks, 1 week, 1 day or an evening commute, for example. This means that managing DOOH inventory has become increasingly complex and will require a new approach to manage it beyond manual planning.
“Tapping into the right audience is key because people’s expectations are rising quickly, and outpacing the rate of innovation in DOOH. Looking at my target audience, they’re tech savvy, in the 30-55 demographic and affluent. They expect connection to all devices and their whole life to be synced. If they see an ad that isn’t clever or doesn’t reflect something interesting and innovative we probably won’t connect with them in the way that making full use of this medium will. Ultimately we need to establish a partnership with the consumer, to let their interests and behaviour lead us into new and interesting areas and to use the technology we have at our fingertips to deliver something that not only meets their expectations, but exceeds them.”
Senior Marketing Manager, Hive Active Heating by British Gas
“One thing that I think that’s really interesting for the OOH media owners is you can easily get lost in investing in technology and thinking about the infrastructure. The more you can orientate to target audiences and the customer’s journey, be it a parent’s journey to retail or a technically savvy person’s journey to work, the better. I think the customer journey is the opportunity for the OOH industry that will draw in creative and media agencies to want to use OOH. When thinking about your next investment, that’s key for me.”
Global Media Partnership Lead, Microsoft
With any given piece of creative, brands must consider when is exactly the right time to deliver an ad.
Delivery then becomes about relevance, rather than having to produce something within specific timeframes. In this way, real-time DOOH offers the potential to find people based on what they do and where they go.
To overcome this challenge, media owners need to provide more flexible buying models to allow advertisers to reach their target audience exactly when and where they need to.
“When you start to talk about right-time, you’re saying ‘I can use data to understand the right time to push out a pre-defined message, and you might have an expanded matrix of predefined creative. Ultimately you’re just looking at a more flexible way of saying ‘How can we become more relevant? How can we make sure the right message is served to the right audience at the right time? I think that’s just about having more flexibility and developing creative that can be served at that right moment in time.”
Founder, Trigger Buzz