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Australia. OOH will not only get more relevant,
but also more contextual. It will know it’s your
spouse’s birthday this weekend and will offer
gift or restaurant suggestions. Or, that you’ve
just had a baby and are ready for nappies.
Billboards will become mood walls, shifting
content to create emotion and evoke a response.
Third, precision. Mobility and data are
going to underpin the precision of how OOH
works. But behind the scenes, all that data will
enable marketers to better understand how
OOH really works in the mix to drive marginal
improvements in revenue. Systems such as
those from MarketShare will enable marketers
to understand the marginal improvement
delivered by specific OOH units. They’ll
understand, for instance, that up-weighting
OOH around certain malls, impacts sales
disproportionately more over, say, a spend
on a digital campaign.
OOH can no longer be ‘out of mind’ for
marketers. It’s a medium rapidly becoming
as dynamic as digital and a go-to platform for
launching campaigns.
By starting the marketing journey
with OOH and extending it into rich content,
commerce and community, marketers stand
to reap rich rewards.
They just need to say ‘Can’.
ADVERTISER
Commonwealth Bank
PRODUCT
Financial Services
MEDIA
Billboard, Street
Furniture
AGENCY
M&C Saatchi
COUNTRY
Australia
YEAR
2012–2014
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