Can OOH be Strategic? For the OOH enthusiasts, how are you advocating for strategic thought around Outdoor with brands and clients? I absolutely love the channel but there's that conversation about Strategy. Everyone has a different approach. When is the best time to have this conversation?
Simone Davis
8mo
Great question Stephanie Sesley ! My advocacy is to keep strategy as a continuous thread. It needs to woven in from jump, whether that is part of annual planning or a quick turn request. Identifying client goals/objectives early on positions OOH planners to successfully build out thoughtful plans that include the best mix of formats to connect the brand's message to their audience. Channel automation seems to be rapidly taking over with the promise of positive results showing up post campaign, which is still not as "sciencey" as folks claim. We need to stay mindful of the multitude of combinations OOH offers and the personal touch needed to bring the best solutions forward for our clients. That continues to be the beauty of OOH!
It’s all about creating the emotional connection throughout the entire consumer journey. Multiple touch points of where consumers are living, working and playing with messages that cannot be turned off or ignored! Once you capture audiences and speak to them with smart creative, the emotional connection is then created! Use data, use impactful placements, use contextual relevance, all paired with high reach and frequency and incredible creatives. Win win situation!
Mark Bronzo
8mo
Strategy taps into the core of what OOH provides: serendipitous and legitimizing visual-first messaging that delights in an un-skippable IRL moment. In stark contrast to other channels, OOH neither feels nor reveals the complexity of targeting occurring behind the scenes; each person "discovers" and processes the placement on an individual basis without being forced to watch or observe against their will. Echoing Simone's callouts, there's every reason to consider strategy at each stage of the process, especially with OOH's multi-faceted entry points for audience engagement + coupled with the rise of reliable measurement/attribution solutions.
Jeff Aldridge
8mo
Absolutely! There are so many data-layers out there that can be overlaid in any market to ensure your clients are reaching the right audience at the right time. Also, attribution has gotten so much better of the years where you can provide metrics similar to digital.
Love this questions - For me it comes down to 2 key pieces: 1 - Location, location, location 2 - Creative execution Every campaign NEEDS both!! Starting with Location or Creative are key when getting strategic with OOH. Helping to marry that 'right message, right place, right time'!
Owner and CEO at Skies Above Media
8moThere’s the long term and the short term/ immediate. OOH agency teams should have a seat at the table with the clients to understand their strategy for the year and discuss how OOH can work with other media channels achieve their objectives as a media. Then work together with media operators to respond to the nedia brief with big ideas that execute on the objectives of the media plan in front of them.