Then there is the current agency holding company structure and the place OOH resides within it. OOH should be a more integrated part of the strategy, included more prominently in investment level conversations at the holding companies. But too often, OOH is planned separately, creating a self-fulfilling prophecy that it is hard to plan and buy.
Challenges aside, today’s OOH is, in the grander scheme, a much more user-friendly channel for marketers and advertisers. Marketers need to overcome their preconceived notions about OOH to take full advantage of what the channel has to offer today. They can do so in the following ways.
Accelerate integration
With OOH planning tools now able to integrate into broader media planning platforms, it’s time to bring OOH into the fold, literally and figuratively. It is incumbent on marketers and the larger advertising conglomerates to break down walls and drive greater cohesion between OOH and neighboring strategic planning teams, firmly establishing OOH within the broader marketing toolbox.
Evolve OOH thinking
There will always be advertisers that want to buy a piece of OOH inventory specifically for its location. And that’s fine, as it’s still a strength and a key distinguisher of OOH in the crowded media landscape. But marketers that regard OOH solely as a location-based medium are missing the opportunity to leverage its full power to integrate into broader campaigns, amplify reach and maximize return on investments in complementary channels. A change of thinking is required.
Ask for the proof
As mentioned, the OOH industry now has the tools, metrics and data to help marketers understand impact. It’s not just about circulation counts anymore. The industry understands that it’s only going to grow its share of media by demonstrating value and effectiveness and has made the requisite investments to finally deliver the proof. Marketers can and should explicitly ask what outcomes are possible for their campaign.
[ad_2]
Source link
