This year’s DPAA conference took place in person on October 12 and spoke to the value of DOOH. Barry Frey, President and CEO, DPAA is bullish about the value of DOOH and its capacity to hyper target to the right consumer at the right time. “There is no better way to see trustworthy messaging in an utterly brand safe environment. No fake news, no echo chamber talk, no ad skipping or pod fraud,” he stated.
There was a range of compelling case studies showcasing how different companies in a range of categories met the challenges of 2020, reinventing themselves while maximizing the value of DOOH.
DOOH is Growing
The conference launched with an overview of a recent research study that confirmed the growth of DOOH. Roey Franco, Vice President of Product and Innovation, Xaxis, reported that DOOH has made great strides this year especially among agencies. The topline results showed that 77% of those brands and advertisers polled said their awareness of DOOH increased over the past 18 months, 81% plan to recommend DOOH in their media plans in the next year and 66% have activated new DOOH campaigns in past 18 months. “There was a strong correlation between activation and greater sophistication,” noted Franco who added, “We can credit it to two things. One; A lot of investment in education and from a sophistication perspective, we that found that enhancements within the space itself, drives adoption.”
Facing Covid and a Business Transformation
For his company, Patrick McLean, Senior VP and CMO, Walgreens noted that in the early days of Covid it was a matter of unknowns and survival. Even adding plexiglass dividers across all of their stores was daunting as well as finding certain products for increasingly empty shelves. Masks became a must-offer followed by meeting the demand and complexity of the vaccine roll-out. “We had to build this new muscle to take this on the road,” he explained. “We were very customer driven at this time. We learned quickly that everyone is different. Approach had to match up,” to the specific consumer. “A lot of dynamics were in play.”
Not only did Walgreens develop several key messages they brought to market, “We were also in the process of transforming our business. We were not really known for its digital capability and our marketing was traditional,” he admitted. So at the same time as Covid, Walgreens was re-positioning to a mass personalization position by implementing marketing technology. My Walgreens loyalty program was previously siloed, he noted, but now was moving swiftly into a more one-to-one digital customer experience. This required a re-authentication of the full customer database which could then enable a more seamless customer communication process. This has enabled Walgreens to fortify their first party data as well as to, as McLean explained, “Get back to our core of health and wellness,” brand positioning for their customers. He noted that their data strategy has become, “a powerful asset for our company,” enabling Walgreens to expand the use of their data knowledge.
Connecting with the Social Media Generation
There is arguably nothing more ubiquitous than milk, which, because of its ubiquity, has experienced a weakened brand position, especially with the digital generation. For Yin Woon Rani, CEO of Milk Pep, this was a challenged that needed to be overcome. “We realized that to change, we needed to build a bold new strategy; one for the social media generation,” she began, and added, “They are a challenging generation. They are true digital natives and are sophisticated about marketing.” This presents high standards for marketers. Her goals was to, “Drive reconsideration of milk through new messaging and positioning,” something that is, “assertive and muscular.”
The tagline, “You’re Gonna Need Milk for That” was developed and supported by DOOH marketing which was eventually migrated and shared on Tiktok with great success. Going forward, the milk campaign is dedicated to greater cultural collaboration, experimentation using constant reiteration and the mantra to Be Remarkable.
The Importance of Both Quantitative Data and Qualitative Creative
For Jonathan Gudai, CEO Adomni, “It has been said the Data is the new Oil. You need an engine for oil to matter. We on the programmatic side, we on the digital home side are that engine that is ingesting that data and then creating all sorts of new opportunities to reach consumers in brand new ways that drives relevancy and engagement. But data is useless unless it’s being applied.”
On the creative side, Rob Master, Vice President and Digital Engagement, Unilever, has seen great creative possibilities with the convergence of media. “The convergence between media and commerce is one of the most exciting things we are facing today. It’s filled with so many great opportunities,” he explained, giving retailers great opportunities to connect with consumers through platforms and technology. “And ecommerce products and experiences tend to create a premium,” he added.
Brands can strengthen their presence through storytelling. “Storytelling helps lead to people being passionate and loving your brand or understand that they need your brand or understand the functionality of your brand,” he continued, “Storytelling is such an integral part of the marketing experience and all these platforms and the convergence of telling that story allow what we hope is a frictionless great consumer experience.”
Conclusion
As we evolve to a post pandemic environment, it is clear that DOOH is in the perfect position to not only re-emerge but to thrive. There is pent up demand to get out of the house and that brings more people into streets and venues where their yearning for stimuli is at its peak. The convergence of media, the ability to cultivate a range of data sets and the immense potential for creativity places DOOH in the epicenter of media and marketing.
This article first appeared in www.MediaVillage.com
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