Who captures the value in DOOH?
This is a question that all market players have asked for years. The new developments in our industry, sparked by the convergence of DOOH with other digital media and devices, is bringing this issue into the limelight.
At Quividi, we believe that more than ever, the value is and will remain owned by those who can cut through the clutter by capturing and measuring attention, and designing and triggering engaging experiences.
Ensuring DOOH’s emergence in the current physical world has never been as challenging as it is today. The number of ads served every single day to a regular consumer has increased so much that it has become challenging to estimate it (1000, 3000, 5000 ?).
On top of that, people have started an addicted relationship with their mobile phones. A regular user touches his device more than… 2,617 times a day, according to a recent study.
Smartphones fill every micro-moment of our lives, relegating the notion of captive audience to a vague memory. Not surprisingly, they now represent such a significant share of a consumer’s attention that they start affecting other businesses.
Last week, Korea Times reported that the high use of mobile phones amongst subway commuters in the country translated directly to a significant decrease in revenues from regular on-train OOH ads. Seoul Metro, for instance, has seen a 17% loss in its advertising revenue over the last four years.
Serving more visual stimuli to an increasingly overloaded audience will be a challenge that DOOH will have to meet. Those who will not succeed at it will be marginalized then disappear.
Exploring Answers & Starting a Discussion
We are initiating a series of considerations on DOOH and the new attention economy, which will be conveyed throughout the coming months on our blog and our social networks.
We will explore how the different players of the DOOH and Digital Signage ecosystem – manufacturers, architects, designers, software platforms, content creators, ad sales companies, and network operators – address the “attention challenge”.
- Why will screen manufacturers’ quest to new “shapes” foster the emergence of a new form of “phygital native advertising”, i.e. a better integrated, emerging, and impactful DOOH media?
- Why is the evolution of Digital Signage CMS from a passive content loop approach to real-time data-triggered ad serving key to contextual DOOH and why does it pave the way to programmatic?
- Why do DOOH creatives need to drastically change to reach the hard-to-get millennials at scale?
- Why will DOOH companies start having “liquid phygital strategies”, i.e. using the best geo-localized content, services and channels, to emerge and “own” a venue?
- …
We will also focus on how « automation associated with smart data », aka programmatic, will have a profound impact on DOOH’s ability to be more relevant, engaging and revenue generating.
- How will smart data translate to smart creative?
- Why will real time and Dynamic Content Optimization be the new normal for DOOH campaigns?
- Why will customization or mass personalization be key for impactful experiences and campaigns?
- …
However, we will see that these changes will also involve being able to speak the « digital language », i.e. the one of online Desktop and Mobile players and advertisers. The digital industry will need to establish KPIs that provide accountability while respecting the characteristics and strengths of each media. The notions of viewability, attention measurement, talkability and other forms of engagement will have to find a correct and pertinent correspondence in DOOH.
- What will be tomorrow’s DOOH KPIs?
- Why is attention to offline, what viewability is to online?
- Why are new performance-based KPIs and new interactive services creating incremental revenues and new business models for DOOH operators?
- …
Feel free, over the next weeks, to engage in this discussion with us, share your views, challenge our positions. We are starting what we hope will be a fruitful conversation.
