DOOH Channeling Effects
The OOH Industry has had its share of ups and downs in its long and distinguished run as one of the oldest mediums in the world. As an industry we find ourselves in yet another battle for our existence and relevance, although this too will pass. Our industry has always emerged from extreme market conditions stronger and better and Covid-19 is no exception.
I have had the privilege of working in all aspects of this industry for over twenty years and have been most excited about all the new technological advancements throughout the industry that have occurred just in the past few years.
Multiple direct media sources and programmatic expansion has been one of the most important advancements in our industry and the ability to quantify driving rate and occupancy in real-time for network operators is a huge leap forward. As new software solutions present themselves throughout our industry; network operators, agencies and brands will become even more aligned for the betterment of managing, selling and measuring media campaigns.
As the “proof of play” becomes less relevant and the “proof of performance” takes its place, location-based data analytics powered by intuitive software solutions will create what I define as the “channeling effect”. New outdoor buyers, digital demand sources, and digital-first brands all expect the same buying and result process they experience with online and mobile buying channels. The traditional OOH sales structure of fragmented local and centralized national sales teams is quickly being layered with sales rep companies, programmatic, self-serve, RTB, inventory marketplaces, etc. This is leading to a channeling effect from the demand-side to the supply-side that will be very difficult to manage without the right software solutions properly cataloguing, activating and measuring from multiple sources.
Currently there are many companies, including Lightout, working on these solutions. They are building the tools necessary for network operators to adequately manage multiple sources of demand which are tied directly to measurement and campaign performance. As an industry we need to make sure we are focused on all layers of the planning, activation, execution, and measurement process equally. Thinking a step ahead and innovating new software tools is a critical piece to allowing our industry to provide additional automation and industry functionality.