2021 A Pivotal Moment for DOOH
When we entered 2020 the Out of Home industry experts believed that programmatic Digital OOH would reach its tipping point this year, making it mainstream form of digital OOH transactions, especially in the advanced markets.
Enter COVID-19 and things just took a whole new turn. This however worked in favor of the OOH industry that was edging slowly towards digitization & use of data to serve ads to the desired audiences while being accountable for ad dollars spent. In fact, OOH is the only traditional medium on road to recovery post the global lock-down.
With COVID-19 the demand for customized solutions spurred overnight with dynamic ads, video creatives, time-band based ad serving were more common than ever.
2020 has been all about creative flexibility, addressable targeting, data driven ad serving, real time reporting and so much more. 2021 is going to be more about measurement, self-serve systems & unison with mainstream digital media for technological standpoint.
Here are 3 trends we think that the Digital out of home industry would pivot towards as we enter 2021.
Standardized Measurement System
Exposures and ad slots are basic units of measurement in DOOH, that see some standardized definition across the globe. However modern measurement metrics impressions, reach, frequency, SOV etc varies from agency to agency and vendor to vendor. Hence there is a need to unify these metrics at scale, especially aligned to digital media metrics, as DOOH is pivoting to a more programmatic approach. Concepts of reach, audience, impressions, and interactions & other advanced parameters need to be incorporated in campaign reporting to give brands more visibility into their OOH campaign than mere count of eyeballs and footfalls attained.
Programmed Planning & Self-Serve Campaign Execution
Multiple planning tools surfaced during the lockdown for efficient OOH planning, however these are scattered, and each tool or system is auto-manual, meaning partly automated and partly manual. The OOH industry is now gearing up to introduce and enhance tools that give visibility into real time audience availability. One such tool is Falcon, by Lemma that gives hourly audience data for planners to make more realistic plans with optimal output for spends.
OOH tools should not be limited to mere planning and should be extended to campaign execution as well. A platform giving brands and planners more control to manage & optimize campaigns is in practice but with limited usage. This is something that most stakeholders will work towards in 2021.
Unison with Mainstream Digital Media
DOOH is already included in the gamut of digital screens through some platforms like Lemma. Digital media buyers and planners have access to these screens like any other digital medium & campaigns can be setup and executed with equal ease.
As more and more brands explore the potential of this medium many demand partners are structuring an all-inclusive screen ecosystem converging them into Omni channel enablers. 2021 would be focused more on establishing platforms that provide multi-screen access within the digital ecosystem.
If you’re trying to make sense of OOH advertising in your 2021, consider these factors as you plan for the year ahead. Lemma is geared up to take programmatic Digital Out Of home to new heights with its best in breed DOOH technology & data stack.
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