OOH Planning, Buying, and Measurement have remained static and inefficient. Connected consumers are always on the move. They Spend More than 70% of the Time Outside Their Home.
They also Make 90%+ of Purchases “Offline”. However, offline media and activation planning is not built to address this dynamic movement. Merging offline and online consumer behaviour used to be almost impossible, but with the growth of mobile devices and recent technologies available to us, this gap has been bridged.
The words “digital”, “programmatic”, “data”, etc now apply to offline media as much as online. This addresses the challenges posed when planning and executing multi-format OOH campaigns.
What is possible?
Going from brief to optimized proposals within minutes has become possible, custom audiences can be created and benchmarked against audience forecast.
Campaigns can be run in real-time using built-for-OOH DSP Measurement and Verification tools.
Finally, in-flight OOH campaign performance analytics, attribution, and play-out validation come as standard.