The Power of Static and Digital OOH with Samy Naidu

00:16:20 · Kirsty CarlsonPlay from here

[00:16:20] S2: Yeah. It's the canvas. If you've got the right compelling creative message, anything in out of home is the canvas, right? It's that responsibility on brand and creative, to make sure that the message whether it's static, whether it's digital out of home, whether it's commuter, whether it's roadside, whether it's malls, whatever environments, paddles, sports, you know, it's the responsibility of the brand and the creative agency to make it compelling enough to grab that attention, right? So, you know, three seconds, or three to seven seconds on a road. So, you can grab someone on a static, you know, if you have a fifteen second ad, you've also only got those fifteen seconds to have that brand there. But that three seconds of capturing them, you know, what is that message going to be? And it compelling? I think that's a fantastic shout out and call out from you. And I think it's also about understanding the what I always say when this question comes up is, are we using Digit Out of Home for its abilities and capabilities as to why we would choose it in the media mix? It's not a question whether it's one in eight, one in 12. It's why have we chosen this format? I think that's the first question to always ask. Is it because we want to do dynamic triggers? You can't do that on static out of home. We want to be based on you UV, based on weather, based on temperature, based on traffic, based on whatever that might be, and all that amazing data that you can use to trigger your messages and ads on the screens. Are we using it for that? Are we using it because it's adaptable, we can have multiple price product promotions, and we need to be able to, you know, use multiple price products across the screen at different times. So I think making sure that you're selecting the format for either driving that relevancy for consumers, or you know, choosing it because of its adaptability and its location for that. So I think that's really, really important pieces that you've raised there. I would like to actually swing this over to Liv, because I know Liv is definitely going to have a perspective on this question. And I know that it's something that she herself has been posed from her clients too.

00:18:09 · S1Play from here

[00:18:09] S1: Kirsty, thank you so much. And I do want to build on that. I love how you've highlighted now, Kirsty, that, you know, there's a piece of the media owners need to work on is to motivate and understand how the digital out of home is going to work and complement their brand. But the strategist role is critical too, because why are we doing digital out of home? If it's just to tick a box, then what's the point of doing it? I love that you've included how you need to actually ask yourself, interrogate that question. What is the job digital out of home is doing for us in this campaign? Are we, as you mentioned, do we need to change a creative? Are we going to be dynamic? Do we want to be reacting to something that might be happening in the market? Those are the reasons why we're doing digital. Often you'll be paying a premium to be on a digital screen and you need to make sure that the team is actually geared for that to get the maximum out of that format. So how often are we going to change the creative? If you're not going to change the creative at all, then why are you doing digital out of home if there's no other interactive or dynamic piece worked into the campaign? I don't know if it's happening enough that on the agency side they're pushing back to the client to say great let's include digital but this is our strategy for digital out of home. This is how we're to use it differently. This is how we'll adapt the messaging on digital to make sure that you are actually getting that bang for your buck and not just you know, the brands just sharing with other brands because then it is just sharing with other brands if you're not using it effectively.

00:19:26 · Kirsty Carlson, Samy NaiduPlay from here

[00:19:26] S2: I just want to jump in there and link back to creative. You know, I think it's important that the creative agencies are part of those conversations because you're putting together static and desire out of home as your media mix and you're putting forward in the strategy or agencies putting it forward. You know, it's important that creative is linked into that because it's yes, we need to have a different creative message as Samy was saying the headline for our Static, but we need to have a bit more storytelling and we need to be able to use the capabilities that Deslartes of Home delivers, we've got the opportunity to have different creators, we have the opportunity to be adaptable and relevant to our consumers. I think, you know, we often speak about on this podcast, that beautiful relationship, or the marriage or as Celia Collins said in our first ever episode, the amazing triangle that you spoke about, which was having all these parties in this media ecosystem, the media owner, the creative agency, the clients, and the media agency working together. And I think when you get that, that's when you find this power of combining these formats together. [00:20:18] S0: Yeah, I think the other thing as well is, you know, creatives and as well as strategists and as well as the client, the advertiser should be asking is not that I'm paying for ten seconds, it's what does ten seconds can do for me in achievement of my campaign. And that's very key and important. [00:20:38] S2: I love that.

00:20:38 · Kirsty Carlson, S1, Samy Naidu, S3Play from here

[00:20:38] S2: I love that. [00:20:39] S1: I think that's an important point. The other piece that I also want to just add to this is, you know, from a client perspective, if the client's opinion is that they don't want to book digital out of home because they're sharing with other brands, are they booking TV, radio, digital online because you're sharing with other brands there. [00:20:55] S0: So [00:20:56] S1: I think it's also a perspective on what are you actually buying? So from an out of home point of view, if you don't want to share because it's a roadside platform, then you can look at static options. But, you know, you wouldn't not book radio because you don't want to share with other brands. It will be other brands flights on the radio too. So I think that that's also an important point around justifying the case for for digital. [00:21:22] S3: Brand equity is not built in the moment. It is built in what people see consistently. Our strategically placed billboards put your brand where the audience is with 600 billboard faces across all nine provinces, delivering over 300,000,000 vax per month. We spread the ooze and ahhhs about your brand. That's Outdoor Network.

00:21:22 · S3, S1Play from here

[00:21:22] S3: Brand equity is not built in the moment. It is built in what people see consistently. Our strategically placed billboards put your brand where the audience is with 600 billboard faces across all nine provinces, delivering over 300,000,000 vax per month. We spread the ooze and ahhhs about your brand. That's Outdoor Network. [00:21:49] S1: A natural kind of build on question to this whole section we're discussing now is around measurement, right? So we understand that measurement is one of the factors that come into play when you are putting together your out of home strategy and considering formats and environments and clients are looking for ROI. And we've discussed measurement a lot on the podcast before. But Samy, I wanted to ask when it comes to looking at OMC data specifically from a road 2.0 and your VACS when it comes to analyzing that type of measurement for out of home, how does the measurement methodology differ for digital out of home and for static out of home? And why is there a difference? And why is that difference important when you are considering measurement for digital out of home versus static?

00:22:31 · Samy NaiduPlay from here

[00:22:31] S0: So as we're aware, OMCs adopted the VAC, which is your visibly adjusted content. And our measurement matrix is sort of transitioned, if you wanna call it for a better word, from simply just counting vehicular traffic to a much more focused methodology of how, you know, static and digital is viewed. Okay. Things like proximity to the billboard, time of day, localities, all now play a part and immediacy within a specific meterage from the billboard, etc, all play a specific role in measurement of that VAC, okay, together with SDK data, which they've overlaid now. So I think one for for me is we look at static advertising, we know that that advertising is on there. It doesn't change too often. So your measurement is based on a single panel visibility in that respect. While digital is slightly different, it depends on a number of factors. One, what is the length of that loop? How many advertisers are in that loop? And how how long is that billboard operating for? Because not all digital boards operate twenty four seven. And that's some of the criteria that's taken into consideration when a VAC measurement is done on a billboard. So you will find that if you have a static board and a digital board in close proximity, the digital board vac would be based on an impression model based on each of the of the flightings instead of the entire board. The importance of that is one, having a robust measurement system because it leads into so many other things. As we're aware that buying right now on out of home has become impression based, it's become audience based. We've now transitioned from everything else that was measurement in the past. The second thing is the importance of that is what it gives you is flexibility in terms of dayparting, programmatic buying. It gives you a whole lot of new options that were were never there previously without a robust OMC measurement format. Of course, yes, you know, you you still have a one in six or one in 10 a VAC number versus static, but it is still the most accurate measurement out there at the moment.