Gail Chiasson, North American Editor
I am sure all those who attended The DailyDOOH Media Summit noticed that there was a purposeful ‘flow’ to the day’s agenda (Koffee Cup’s Thomas Michelou, Coca-Cola’s Chris Ross and the BBC’s Chris Mawdsley talking brands in the morning for example) and late in the afternoon – the last two presentations in fact, was effectively a what-outdoor-can-learn-from-mobile masterclass.
Nigel Clarkson, commercial director at WEVE, said that at certain times, mobile can be the connector between any company or brand and the consumer.
Mobile can work with any media, said Clarkson as he discussed various challenges that, he said, “Both you (the OOH and DOOH industry) and we must overcome.
“First is a better understanding of the role for mobile if planning a campaign alongside DOOH. Do you want search, social media, SMS/display, loyalty, mobile payment? There are 35 million smart phones in the U.K.. Search is used by 57%; social media, 23%; SMS/display 20%. Mobile drives more than just ‘action’. It offers lots of opportunities to reach millions of targeted audiences.
“Another is data. Mobile is the perfect place to help understand the consumer through first-party data. The challenge is what data level, and where it comes from. Most DOOH data is inferred.
“And another is understanding the true value of location. You must be clever with this.”
Clarkson went on to say that context is the biggest shared strength between DOOH and mobile. He said that mirroring a DOOH campaign with mobile can drive increased relevance.
“If things are done right, together we will be awesome,” he said.
Shaun Gregory, global advertising director of Telefonica, forecast that programmatic buying will, by 2017, provide 88% of display advertising dollars. Other points he noted:
- Mobile advertising revenue will reach $52.2 billion by 2017;
- Mobile has reached 93% penetration;
- Three-quarters of urban audiences in the U.K. now have a smart phone;
- Six of 10 responses to an Out-of-Home ad are online;
- More than half of U.K. shoppers use their phone in stores;
- 90% of the world’s data has been collected in the past two years.
With Nigel’s background in Outdoor (and well known from his time at PrimeSight) and Shaun who is currently in Mobile but moving to Outdoor you can see that the organisers had really thought about the agenda and were keen to bring different (but relevant) viewpoints to the table.
What I would like to see is Shaun Gregory keynote next year’s event with his (then new) Exterion Media CEO hat on!
Follow DailyDOOH