Beyond The Billboard
00:24:16 · Remi Du Preez, Livia Brown
But again, they're not really embedded inside of the environment. So guys, media partners, owners, they people are sort of left to their own devices to figure these things out. So we're definitely moving in the right direction. But for it to be accessible to everybody, I think it needs to be available via the DSP that buyers are going to use. And that cost needs to come down a lot. [00:24:37] S0: As the programmatic campaigns are evolving and changing and different media owners are coming on board, I understand that the measurement metric, depending on what formats you have and which environments can change. But what role is the OMC data playing in measurement currently from a programmatic perspective for the media owners that are part of the OMC?
00:24:54 · Remi Du Preez
[00:24:54] S3: So I mean, the OMC data right now is really just used to inform what we call impressions multipliers, or how many people were potentially exposed to the ad when the ad flighted at any given time of the day. The OMC has done great work. I love their However, it is unfortunately just stuck with roadside. And I think they're starting to move into open either mall spaces that may be very soon. So again, out of home is not just roadside and forecourts and malls and airports. There's retail. There's gyms. There's hotel lobbies. There's moving digital inventory. I mean, we are moving into a space imagine when you leave your home, there are screens everywhere. It'd be beautiful to be able to connect all of these in an environment so that the client has an opportunity to follow the consumer really throughout their journey wherever they may be. Now, coming back on the ONC stuff, one little sort of caveat, and I've been advocating for this quite strongly, is that in the position that I am at I have about 25 media partners that we're currently connected in today. We have 1,500 screens. And some of these guys are AMC affiliated. And then I get the impressions data. And everybody's using the same system, but everybody's numbers look different. So everybody's got the same info, but they're just not using the system correctly. And I don't think people are doing it from a place of, call it, fraud. But there's definitely requirements, I think, that we need some standards, even maybe some verification. Nobody's watching what a media owner does when they're embedding this data into their system. When you're going to go buy a campaign, how do you know that there's 100 people outside of that screen versus 50 when the media owner down the road for the same billboard, same size, he says it's 50, they can't say that's But one they both use MC data as an example. So again, it's just media owners have a commercial bias to push the numbers that make sense for them. I think we need a referee on the side to go, we are going to audit this way. This stuff gets embedded in natural fact, and another person is in a bid. Into the system, you get a little blue tick, and everybody knows you. You're buying verified impressions. Not perfect, but at least everybody's on the same field and clients feel safe. Because when they feel safe, they're going to spend more money.
00:27:12 · Livia Brown
[00:27:12] S0: Yeah, 100%. And I think what you've touched on now, and like I said, I know that it is a hot topic and they will please, we invite our audience to please comment via our LinkedIn page through us. But I think that it's an evolving space. And I think that the measurement and the OMC information that's being used as a proxy, like I said, there are a lot of different other types. But your point is that sometimes the data is different is the hottest point that I've had the most comments for around programmatic digital out of home. People have stopped asking like, what is it? And they're more like, how is it measured? And then often a tirade carries on in that space around some of the challenges in that space. And like I said, I think also to the point is that there are some formats like retail or hotel lobby that are not measured from an OMC perspective. So how does that how does that play out? Maybe it is a discussion point to have from an industry perspective is that there needs to be like a, I could say, a third party or a referee to say like, this is verified so that everyone's playing with equal cards almost.
00:28:09 · Remi Du Preez, Kirsty Carlson
[00:28:09] S3: Last sort of comment I had, Liv, was, you know, we need to start moving into some bit more real time analytics. At some of the measurement bodies overseas, they've even started incorporating real time analytics now. That makes sense for the market. But we need to start moving into the real time analytics space. Like the survey data is fantastic and it's fine. But if you're not going to start moving into real time analytics, we're going to start excluding a lot of environments that absolutely will add value to clients' lives as well. [00:28:35] S1: Yeah, I completely agree, Remi. Particularly for retail environments, I think that would be really, really beneficial. What I wanted to ask you Remi, just because I want to close with this question, is what has been your best programmatic design of home or most effective or favorite programmatic design of home campaign you have seen or executed in South Africa?
00:28:58 · Remi Du Preez
[00:28:58] S3: Oh my word. All right. Well, will admit that I think that as far as the creativity in terms of campaigns, really are still lacking in the out of home space. And I haven't seen anything, even on the programmatic space, I blow my hair back and go, well, Okay, that deserves an award. But when I sort of reviewed what constitutes a good programmatic campaign, it's I think it's just something that could be measured and you can actually prove that something happened. I think that's where the exciting thing gets. And unfortunately, guys do not speak about it enough. What I'm saying is there are guys that are doing good work. They're not sharing it with the industry. And in actual fact, I'll make a call out to the industry just go, Liv, and I'll it's call out to you. Ca. Za. I think it's actually the perfect platform where the industry should just start sharing case studies. You go, hey, this worked for me. Please feel free to go use it or go pitch another client. Maybe you can get some more money for the industry as well. So for me, mean, look, we've done a lot of attribution campaigns over the last year. So we have this electronics client that we worked with. And our brief was very, very clear. We want billboards in close proximity to our stores and you need to prove to us that people are actually coming into the store. And we need to see an increase in sales. On top of this, this product is not being promoted anywhere, not even in store. You wouldn't even see a banner for this thing inside of the shop. We ran a campaign. We measured cell phones that were exposed to the ad and actually went into the client's store against people that went past the billboard organically and sort of went into the store. And we actually saw quite a substantial lift. We saw that people that were exposed to the ad, they were 15% more likely to actually enter into the store. And likewise, the client actually came back to us to say, hey, we actually saw a massive increase on people coming in and buying products saying, I saw this at a forecourt. I saw this on a billboard. Want to buy the product. And as a result of that, the client's like, here's an open wallet. We're to work with you for the rest of the year. So those kinds of things get you excited when you actually got a little key lab environment where you have nothing else influencing it.
00:30:59 · Livia Brown, Remi Du Preez, Kirsty Carlson
[00:30:59] S0: Now, Remi, I love that you've also highlighted something from a best campaign perspective that is actually about the measurement. That's amazing. It's not about we booked the biggest site that we could or we booked the largest number of screens available. You didn't buy 50,000,000 impressions. It was around that measurement, which I which I really love that. And I think that it it kind of speaks to the programmatic journey so nicely. And I really want to thank you so much for joining us today and for sharing your insights. I also couldn't agree with you more around good work. Like, this is an open public service announcement. Good work is not a secret. Let's share it by any means possible. So, thank you so much for sharing your insights. I love the discussion. I'm sure audience is going to really enjoy all the insights that you've shared. And thank you so much for joining us today to go beyond the billboard. [00:31:44] S3: Thank you very much. Thank you so much, guys. Thank you for your time. [00:31:48] S1: Thanks for joining us today to go beyond the billboard. Subscribe to our podcast on Apple Podcast or Spotify to ensure you don't miss out on our exciting content. [00:31:57] S0: A big thank you to our sponsor for helping us bring this podcast to all of you and join us again to go beyond the billboard.