WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?
Technology has brought several effects on the OOH sector such as:
- Digitalisation: Replacing traditional static billboards with dynamic digital screens allowed for more flexibility, real-time content updates and targeted advertising for clients.
- Data-driven insights: New technology not only enables the collection of data and number of viewers but also provides an analysis of that data. This data helps advertisers understand audience demographics, behaviour and preferences, allowing for more precise targeting and better ROI.
WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?
Digitalising provides more flexibility for the advertisers by replacing static billboards with dynamic and flexible content.
Advertisers can easily update, customise and schedule content in real-time, allowing for targeted advertising campaigns and quick message changes.
Contextual relevance is the new norm where with the help of data and geo-targeting capabilities, advertisers can tailor content based on audience demographics, location, time of day and external factors such as weather conditions making their campaign more effective.
HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?
All recent campaigns are using nice visuals that are simple and attractive; however, the Dubizzle, Bayut and PAN Homes’ campaigns were eye-catching due to the appealing colours used, the straightforward and simple message, and the widespread presence of their campaigns across Dubai.
WHAT ARE CLIENTS ASKING YOU FOR?
Location and quality.Securing a prime and good location is paramount for positioning their brands and reaching a larger audience. And in order to visually appeal and enhance the impact of the ad, a high-quality well-maintained medium is required.
HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?
For OOH to be better integrated into the marketing mix it needs to:
- Be aligned with the overall marketing strategy of the campaign
- To use data-driven insights to identify and segment the target audience effectively
- To integrate OOH advertising with other marketing channels to maximise reach and impact
- To employ measurement techniques and leverage technology advancements
-By Roy Chehwane, General Manager, Plus Holding UAE & Bahrain
