For Michael Rosen, Chief Revenue Officer, Intersection, cities today reflect a, “revitalization and vibrancy. We have so many people out and about that it is an indication of the strength of cities.” This offers advertisers a unique opportunity. “Marketers are really struggling to reach audiences whether it's at scale or underserved audiences and I think the behaviors of consumers and cities have really helped,” he noted.
City Fluidity
According to Rosen, the urban landscape is more complex than one might think. “Only 8% of Americans moved from one U.S. home to another between March 2020 and March 2021 and that was based on the census bureau’s current population survey,” he said and added, “Certainly, there were some movement, but you have people who are either staying or moving back and then you have this hybrid work environment that has brought such amazing opportunities to both city centers and neighborhoods.” These consumers are seeking convenience in their goods and services which begs the question - “How do you extend those experiences when they get back into the office?”
How Moving Media Works
In order to better reach these consumers, Intersection offers advertisers the ability to connect via out of home in a variety of ways. Rosen’s company is focused on “street transit, airports and street level advertising in the major US cities. One of our transit assets is moving media which consists of location based display advertising on things like buses or subways,” he explained.
Take bus transit, for example. “A bus campaign that starts in a neighborhood that has a certain audience, a certain number of impressions, a certain demographic and then depending on the bus route, depending on the city, that moving media can move from location to location,” he noted. This is proving to be even more effective than placed-based static media where a consumer must walk by it to be exposed to the messaging. In short, moving media, “hits people in different points in their daily journey, offering amazing impact,” for advertisers.
Measuring Moving Media
Measurement for moving media involves a variety of data sources. “Intersection uses data to help advertisers understand the behaviors that are happening as a result of their advertising and the outcomes that that we are trying to solve for, such as attribution,” Rosen stated. Data and other information is culled from the routes the moving media takes such as, “How many miles driven, which parts of the city, where was the most campaign traffic. Then, connecting to real time bus location data device-level behavioral insights to really understand the aggregated demographic information and secondary behaviors that are helping marketers not only prove out the efficacy of the actual campaign, but to find other ways to invest in those neighborhoods or cities,” he outlined.
With attribution, for example, Intersection uses foot traffic. According to Rosen, “We can say that a moving media bus campaign drove X number of incremental visits to this big box retailer or this this pharmacy chain, or this major event. We could also say that this bus campaign drove a major number of new App downloads for a digital campaign, or it drove to a shopping cart for ecommerce.”
At a time when ad avoidance has become an art, Rosen believes that moving media better captures consumer attention and involvement. “Marketing Science put out a study that said 30% of TV ad plays are being played to empty rooms,” he shared. “When you think about walking down the street and seeing 10 people, those are real people and not an empty room. The benefit to out of home is that there's an audience that marketers can activate now.”
Looking Forward
Between the resurgence of cities and a new-normal consumer behavior, the future for moving media will only get rosier. “The out of home industry has proven that we are in the real world, we have real people, they're going about their day, they are working, they're going to school, they’re shopping, they are aggregating, they are interacting in a way that makes them appreciate the marketing messages that they see every single day,” Rosen stated.
“I think what's wonderful about what Intersection and the overall out of home community has done over the past several years is bringing the best of digital to the moving media universe. It’s opening up opportunities that marketers have only dreamed of because it's the here and now,” he concluded.
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
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