Q: Where do you see the future of OOH, and what part do DTC brands have in this vision?
A: The future of OOH is exciting for DTC brands but the industry I’m talking about is applicable to every brand. We’re helping brands have more data at their fingertips, so they improve the efficacy of their OOH buys – and of the own first party data that they acquire.
OOH has always had the captivating power to break through advertising clutter – it’s not at the mercy of the digital ad blocker and on-demand streaming services. While other advertising disrupts the audience experience, OOH will continue to have a reliable viewability story that more buyers will become attuned to as we get more and more sophisticated with our ability to integrate data into our solutions. Incorporating the best practices that have existed in digital, we’re moving past measurable outcomes and taking campaign learnings and insights and sharing them with our clients, so they can optimize their ads to drive even greater impact of their OOH media campaigns.
So when a brand asks, “Can we bring our data to you for planning and measurement?,” OOH companies will need to be able to answer in a resounding “YES!” so we can continue to deliver innovations that help us become more integral to the brand conversation by enabling brands to bridge the gap between the online and offline worlds. As a result, our industry will become more nimble with data and more responsive to our customers’ needs.
We’ve just begun that with our latest solution: RADARSync™, where we are developing an even more intimate understanding of ad exposure in the physical world and how it drives online activity through social and other connected platforms.
Q: Anything else you would like to add?
A: I think it’s important for DTC brands to not lose sight of the fact that e-commerce is still only 10% of the entire retail market. So even though DTC brands are “online” brands, they can’t just focus on where only 10% of the buying is happening. You have to be where your competitors are, and there’s no better way to compete in the physical world than by leveraging the offline real-world power of OOH.