In a world increasingly seduced by new and shiny things, particularly if you work in media or marketing, Kinetic's Amy Horton argues for the proven power of targeted broadcast.
One of the biggest media stories of 2016 was the debate surrounding the value of precision targeting vs mass reach. The former’s reputation driven by the accelerating investment in digital media, the latter’s traditional positioning enough of an attribute to be considered ‘uncool’. The debate was fueled further following P&G’s assertion that “its targeting went too narrow and that mass reach remains important.”
While the increasing desire to find ways to use digital (that is online or mobile) with the right message, at the right time, to the right people, can guide us as a principle, any strategy adopted to deliver contextual messaging in DOOH should vary greatly from the methods deployed online. ALL DOOH campaigns should take into account the attributes of the format, and environment; of the time, positioning and placement; as well as the behaviour and characteristics of the target audience viewing those screens.
As we shift towards using programmatic techniques in DOOH, it is fundamental that we remain true to the basic strengths of the medium - that it delivers mass reach to broadcast audiences.
While the application of creative technology allows us to interact with consumers on a one-to-one basis, in OOH this will never be the sole justification, or the true potential of digital OOH - the ability to deliver contextual relevant messages to mass audiences through data-lead planning will deliver greater value over the longer term.
A DOOH screen is not consumed by one person, at one given moment in time so we shouldn’t over-look the impact that same message has on other consumers in that space. Personalised messaging works if viewed from your personal devices, but it doesn’t work as well if consumers are singled out from the crowd whilst driving past a large format digital screen.
At Kinetic we believe that Targeted Broadcast is a more effective way to plan audience delivery today and into the future. The method minimises wastage and ensures you reach more of the audience you want within your budget.
For example, as a film distributor with a core target audience of 15 to 34 year olds, you can reduce the number of people outside of that group seeing your ads, but most importantly you can ensure that more 15 to 34 year olds who have an interest in film, or have spent time in a location near to a multiplex cinema see your ads.
We already use robust survey and captured data to target broad demographics by place (ROUTE, Census, TGI etc), but the additional data available from more contemporary behavioural datasets allows us to add the granular time targeting needed for efficient DOOH usage.
We also now use mobile data to understand what people do or where they go before and after they have been exposed to OOH messaging, giving us the ability to retarget. We have already tested the use of mobile carrier data to define when and where to serve DOOH ads programmatically and seen an improvement in value delivered via this method.
What is becoming apparent is that it will be a while before we integrate live audience data into activating OOH, as most of the data that supplements our audience knowledge about their geography and time is historical to some degree, even if it is only by a few weeks. Humans are generally creatures of habit with regard to our geographical movements so we don’t think, for a while at least, that real-time should be the focus of data targeting in OOH.
Instead targeted broadcast looks to bring together best-practice use of OOH with best-practice targeting of herd behaviour audiences that we can learn from online digital.
A targeted broadcast approach capitalises on the traditional strengths of OOH, while also bringing the value of dynamic digital to the fore.