The Power of Static and Digital OOH with Samy Naidu

00:10:58 · S1Play from here

[00:10:58] S1: Yeah, it's such a such a simple way of looking at it that I think really breaks it down so nicely from a brand building perspective. You know, while you were speaking, some campaigns come to mind for me around that I loved seeing them in static out of home. For example, you know, we've recently had the lurries here in South Africa and the Vaseline campaign that was awarded with the Gogul rubbing the Vaseline onto the grandchild's face. I mean, the visual of that from a static perspective was so powerful. I didn't need to see a digital ad complementing that to understand exactly what was happening and I think for me to your analogy that was the headline right? This bold image that is very clear what is happening just from seeing the image and I think that in some cases like that was the perfect use for, static out of home. Another example, again, to reference the lurries that have taken place would be the Spotify ad free listening campaign where it was around, you know, having goosebumps and then you saw a break in somebody's arm where the ad break would have been and then the goosebumps continue. And that was executed on both static and digital and I think that was exceptional to see in that the visual as a static you could understand what was happening but then the story was told a bit further using digital out of home so I think that that's a really good example of your headline and then the actual story behind it. So I just wanted to share those that came to mind for Yeah.

00:12:18 · Samy Naidu, S1Play from here

[00:12:18] S0: Yeah. Thought it was such a brilliant analogy when I read it as well. I think, you know, for those that sort of don't understand digital static and the complementary role they play with each other, this just brings it together so simply. [00:12:33] S1: You [00:12:33] S0: know, it's brilliant.

00:12:36 · Kirsty CarlsonPlay from here

[00:12:36] S2: Yeah, love that out of home as a medium can be used for storytelling. And I think you've explained that through that analogy, Your headline as being your static for the brand. And that's very much your brand building, building your brand equity, your brand saliency, and almost the always on holdings. You know, when we have these brands that have the big statics and they have all the key statics on roadside, you know, they have that as they always on and then you have that the rest of the article, as you said, as kind of the storytelling and is unpacking, you know, what needs to be said through the Desert of Home platforms. And what I think is so amazing is that we're, you know, we're no longer in the Desert of Home boom, it's boomed, we're here, you can find digital home in nearly every single out of home environment that there is, know, before it was just roadside, static or digital home. Now, know, it's commuter, static and digital home and it's in malls, you know, so it is the options are there. And that's why these brands are asking these questions. And they're asking, you know, what does the balance look like? What format should be used? What is performing better in these environments? And I think understanding that each has its own strategic abilities and capabilities, first and foremost, is so important. And then seeing how they complement one another and then making sure that you utilize and the right creative for the format so it's fit for format. But what I would love to ask you, Samy, is a lot of brands and some clients will feel that they don't like design of home or they don't prefer design of home because they have to share space. Know, some of the design of home that's in the market is loop based and it's buying, you know, one of 12, one of eight, 15 or thirty seconds depending on how it's packaged. And there's some clients who would prefer to have that static always on presence versus sharing a loop and don't see the value of Desjardins of Home because of that debate around that. And it's quite a contentious piece that you opened up the episode with earlier on. It's just that there is going have conversation about this. And I'd love to hear your opinion on what is the answer to brands when they are asking this and they're highlighting this as a concern for them?

00:14:33 · Samy NaiduPlay from here

[00:14:33] S0: So firstly, I think let's just take ourselves into the minds of the consumer. I don't think consumers really care about whether a screen is being shared, or whether I have total ownership on a screen. You know, the whole point is, if my ad is compelling enough, if the creative, you know, sparks a interest, if it achieves the intended action of what I want to do, okay, whether there's 10 brands on the screen or whether there's one brand on the screen, if I've achieved that, that's the first text box for me. And I think that is very key. It's not about ownership. The second part of that is is that why would you want ownership of a digital board? Unless you've got creative that's going to be running and changing every minute of the day for twenty four hours. The last part of it is, is to look at what the benefits are of total ownership versus the benefits of sharing. And I think, you know, for me, digital, as we're aware, gives you greater flexibility. It's it's a targeted delivery. There's reduced wastage if you are in that loop because you don't have to be there twenty four seven. Okay? And the last benefit of all is is that if I buy a board an ownership, that means I need to pay for the 10 segments that other advertisers could subsidize. But if I have to choose this, then am I achieving bang for my back in terms of exposure, in terms of measurement, Or am I achieving enough to just be part of a segment? And I think that's the question that needs to be answered.

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.