Gail Chiasson, North American Editor
I doubt that any of the 153 executives who attended The DailyDOOH Media Summit in London last Tuesday went away disappointed or without having learned at least half a dozen things.
Tim Bleakley, CEO of Ocean Outdoor, started the day off with a great talk, expounding intelligently on topics such as:-
- Market cannibalisation vs REAL growth
- Suggestions for an ‘industry manifesto‘ – note that this was not Ocean Outdoor preaching a manifesto, they are merely the ones brave enough to ask the questions that they think if were all addressed the industry would do better. If done correctly, then a sensible ‘collective’ manifesto is a manifesto for REAL growth as opposed to cannibalisation, Ed
- Suggesting that the industry should be looking at ‘all screen’ (online, mobile and digital out of home) not just outdoor
- and more!
He said that ‘all screen’ is the fastest growth sector – as predicted by Omnicom’s media trading arm, OPera – with ‘all screen’ rising from GBP 8 billion to 12 billion over the next few years. His point was very much that the outdoor industry is often happy enough to pat itself on the back, say when digital reaches 45% of traditional out of home BUT that is just the outdoor sector – a sector that is NOT growing as fast as ‘all screen’.
Bleakley told us after the summit “if forecasts say we will be 45% of out of home by 2020 and 4.2% of all screen, is it a reasonable ambition to aim for 5% or 6% of all screen over six years?”. By his calculations, it’s worth an incremental GBP 100-150m.
During his presentation he made mention that “People have NOT known exactly where to put the Digital Out-of-Home sector” and he stressed “but our share of ‘screens’ is growing”.
Again, in an interview after the summit he told us “Clients and agencies want all screen strategic solutions – we cannot afford to allow DOOH to be incorrectly pigeon holed”.
Bleakley asked the industry to consider these points:
- Do we understand the unique benefits of our product and its value to clients? We must decide what is unique.
- Are we developing a footprint and plan to place the most powerful screens in the most powerful locations?
- How do we ensure that we are fully integrated and accepted in the whole screen family? We have to be the dual screen option. We have to show how we are relevant to mobile and online.
- Accountability! Does the industry have ubiquity? It’s important to have a clear share of voice. Loop length, spot length, dayparts, copy delivery, copy clearance, playout reports, route all play a role. You must know how to target, eg., the AB male, 35 years old, living in London and driving a car.
- How do you use and promote a credible lexicon for DOOH?
- Are we educating and engaging the creative community? It is important to help force the line of growth.
Bleakley also made mention of the sterling work that Ocean Outdoor had put into their annual ‘Art of Outdoor’ creative competition (sometimes simply referred to as #PlayWithOurPixels). The event, now in its fifth year, climaxes with 400+ creative types attending an October morning award ceremony at the IMAX in London.
Bleakley said “this could be an all-industry event by 2015” – making the point that “this is if the industry wanted”. Both Bleakley and our editor-in-chief Adrian Cotterill have long suggested that the technology available in our industry is well ahead of the creative. #PlayWithOurPixels has been very positive in helping the creative agencies get to grips with what is possible.
In summary, Bleakley told the audience, “Innovate, create, and collaborate. If we do this, we can take our share of screens.”
May 21st, 2014 at 12:04 @544
All Spot on Tim !
Regards
Danny