Geopath OOH Office Hours: Why OOH Should be Your Choice Media for 2023
Unlocking OOH Value: Data, Creativity, and Growth
In the latest edition of Geopath OOH Office Hours, Talon America CEO, Jim Wilson joined Geopath President, Dylan Mabin for a conversation on how advertisers can take advantage of data-driven planning and targeting capabilities, emerging creativity, and outcomes-based measurement to unlock more value in OOH.
A core mission is to utilize data-led technology to reduce friction in OOH buying and get more dollars into the medium. While advertisers have historically allocated just 4% to 5% of overall ad budgets to OOH, brands and agencies have shared that they’re planning to invest more in OOH over the next three years according to Talon-BWG research.
“We’re democratizing inventory and the ability to give advertisers access to real-time availability,” said Wilson. “This allows them to know what the best pieces of inventory are out there for them to use. This is a big part of reducing friction.”
Automation in the form of Programmatic OOH is another growth opportunity as advertisers look to leverage the speed and flexibility to change campaign messaging or delivery on the fly. “We’re seeing new clients coming to OOH with the use of programmatic buying,” said Wilson. “And this represents incremental dollars for OOH.”
Brands are pushing the creative boundaries of OOH with new technologies like full-motion digital video, AR/VR, and 3D creative – and this is becoming more mainstream with the growing use of dynamic creative capabilities in OOH. “We’re creating engaging experiences that delight consumers and drive behavior,” said Wilson. “It’s all about experiences and there’s no better medium than OOH for using data-driven creative to bring brands to life.”
Watch the full Geopath OOH Office Hours fireside chat here.