Life in Programmatic Digital Out-of-Home
00:22:35 · Gavin Wilson
[00:22:35] S2: So no surprise in one area, maybe a few surprises in the other. So in terms of sort of the top demands and top requirements, sort of almost here and now, no surprise, still a lot around education, people still asking for more support in what does training look like, especially around the benefits. And I think that goes back to your people are trialing, people are then repeat investing. But there's this constant need to kind of justify as there should be with any channel, you know, what's the value I'm getting from this channel? And how do I help me almost unlock more budget? And actually 51% of respondents cited that as one of their top kind of comments. Linked to that there was a little bit around best practice for data activation. I think that shows how far we've come on as an industry. If people are looking at data, looking at how to unlock data, again, it's back to the point on audiences, perhaps, where, you know, this channel is not full of data. But we do have some really rich data around lats long, and then also additional kind of contextual data as well. And I think as we become more sophisticated, I think that's a very fair ask almost for future investment about how does that creep up. Again, about 51% of people cited that it was multiple choice. So that's why the figures won't quite add up to 100%. And then the third point was sort of training in general. So not just training on benefits, but training in general in the 40% bracket. So no major surprises there. I think when we look at future investment, this is perhaps where there was a few interesting data points. The highest again was around audience data. So 42% of people said, look, if we can get more precise on that audience grouping, and actually look at a little bit more about almost the audience behind the impression and the screens, then that will help me unlock even more, because that talks the language that the brands want to to plan in. And again, if we look at, as I said earlier, the price point of all of media channels, we are in the luxury of this channel is still very affordable, hugely impactful. And if we can incorporate some of that audience data more, then it has the potential to launch and unlock even more. 41% talked about packages.
00:24:50 · Gavin Wilson
I know JCDecaux, it's something dear to your heart about how do you really incorporate kind of, you know, buyers into buying those packages that kind of wider kind of approach. And I think, yeah, that's a really interesting bit of feedback that people do like to almost have that tangible vertical or seasonal package and then really invest in that. So that was an interesting data point. And then maybe the last kind of data points stood out was 39% actually talked around cost efficiency. So though I've talked quite a lot about this being an affordable channel, we've got to listen to the buy side, which still says it is an affordable channel. But how do I get even more value for that money? And that probably goes back again to the measurement point and almost the ROI. So everything's interlinked. Some interesting data there. But yeah, again, I think they're all opportunities rather than challenge again. And I think, you know, most of those points we're certainly trying to address as a collective industry, I think.
00:25:52 · Philippa Evans
[00:25:52] S1: Which is great. And I think on the education piece as a whole, what we love to do is get people to come in, talk to them about the history of out of home and then take them on a site tour, actually show them the frames, have a look at what you could be buying, who's around those locations, see what great environments they are. That's one aspect of it that we really love to focus on because I think it brings the channel to life. In terms of what increases the investment, what we should be doing to further the growth. I mean, we talk a lot about data all the time. And from our experience, we've got our DMP data that's available to anyone and everyone who wants to buy programmatically from us. And that's got data from your AdSquares. We've even got our exclusive contract with dunnhumby. We've even got YouGov data in there. It can create a very good story as to what you could buy and who is going to be in front of those screens when you are buying. And you touched on the auction packages. They are very dear to our hearts and we are rolling them out more steadily now. There are a few available on the website already. And what we're trying to do is just give some more context to the audience behind these events or this specific time of the year, be it Black Friday, Cyber Monday, Halloween, Christmas, football. So what we've done is we're showcasing what data we've used to make the site selection, how that can be filtered down a little bit further to make it more personalised to those brands. We're also introducing tiering packages to show you what levels of investment could get you. There's a whole host of different options on those packages. I think it's great that people are asking for that and we are answering them with corresponding packages. So let's see what becomes of that. Final question, and we do ask this to everybody, but what advice would you give to someone looking to get started in Programmatic Digital Out of Home?
00:27:50 · Gavin Wilson
[00:27:50] S2: Gavin Obviously, it depends on where the planner, buyer, brand, agency are in their kind of knowledge and kind of, you know, thought process. But it's an incredibly simple channel to get involved in with some brilliant experts. First and foremost, I'd always say talk to someone like yourselves, Philippa, talk to the media owner, understand the opportunity, understand the differential of a direct buy versus a programmatic buy, how can they work together? And how can they fulfil your needs, you know, have a simple conversation, keep it really, really simple to start with. I think once that sort of steps gone through, I'd say try and use programmatic outdoor as the heart of how you plan. You know, many other channels have so many challenges and pitfalls, they get hugely over indexed. You put your consumer hats on, you're inundated with display messages, mobile media messages, social messages. Outdoor is very impactful, highly premium, and kind of hugely visible. So think about building that as the centre of your omni channel campaign, and build out from around that. And as I said, there's more and more kind of ability and capability to look at your audience and look at how you engage with them, you know, using outdoor as that linchpin almost. I think the third and probably the final, which is somewhat linked to the second point is do think omni channel. I think you know, the best laid campaigns we're seeing with the highest ROI, you know, and the greatest kind of impact are where they are multi channel, talking to an audience subject to where they are in their almost daily journey. And again, really simplistically think about yourself, you know, you wake up, you look on your mobile, yes, there is some media consumption, you may commute into work and the outdoor ecosystem comes into effect. And then obviously, desktop, laptop has a degree of value add in there as well. But outdoor really is part of that core, can really encapsulate the consumer really key touch points throughout the day. So think omni channel, think about how you can plan that in a simple kind of omni channel DSP and their capability, and then think about what you want to achieve from that. And that's again, where the media owner comes in to give you that advice on their ecosystem, their estates, obviously their pricing. So it's really not complicated.
00:30:12 · Gavin Wilson, Philippa Evans, S0
It's growing, it's super impactful, super value adding. But yeah, start a conversation, I guess. And yeah, see where it takes you. [00:30:20] S1: I love that answer. Keep out of home at the core, at the heart of what you do. All right, well, that's all my questions for today. Thank you, Gavin, for joining me. This has been an absolutely amazing session. Thank you so much. Thank you to our listeners for tuning in and listening to another episode of the Life in Programmatic Digital Out of Home podcast, and hopefully see you again next time. [00:30:45] S0: Life in Programmatic Digital Out of Home brought to you by JCDecaux.