Zevi Tilles, Account Director, shares his thoughts and feedback from last weeks Ad Club of New York’s annual Conference, OOH Now 2019.
Every year, I look forward to attending The AD Club of New York’s end of year conference. Getting to Pier 60 by the Hudson River on the west side of Manhattan in December is a cold trip. However, once inside I’m always reminded of why the event is worth travelling to.
This year was no exception, and it was better than ever. The agenda centered around how data, technology, creativity, and the experience of OOH specialist teams, are leading growth and expansion across the industry. The view presented at the event promoted more focus on digital OOH and how the medium should move to utilize real-time triggers from time of day or weather to dynamic creative optimization at a greater scale. We also heard from brands using ad tech solutions that are giving their planners the ability to find locations where their audience over indexes and that allows them to optimize their digital OOH plans and creative accordingly, to drive contextual relevance and impact by using real-time conditions.
There was an amazing session on THE CREATIVE CANVAS led by Dan Brill, Group Creative Director, Spotify, Travis Sterner, Director of Media, United Artists Releasing, Robin Tilotta, Director of Consumer Marketing, Twitter and Paul Woolmington, CEO, Canvas Worldwide. It was moderated by, Ed Herty, National Creative Director, Outfront Media. The panel was in agreement, creative storytelling is now informing the buy. Advertisers are looking to make DOOH interactive, contextual, and they want to personalize their messages to specific audiences based on time of day and in the moments that matter to the viewer. This was exactly the sentiment I was hoping for and it was coming directly from the brands! This is the type of ambition that will lead our channel to new heights in 2020.
The MEDIA BUYER SPOTLIGHT featuring: Andrew Weinstein, Manager, Rapport Worldwide, Fatima Winfrey, Group Director, OOH, Horizon Media, led me to believe that the agencies were coming to the same conclusions. Better creative and smarter standards drive superior outcomes.
Throughout the day, a recurring theme was discussed by the speakers. The sentiment being, OOH faces challenges as it moves towards a programmatic future, and how we collectively handle them will have an important impact in our industry. Particularly as omnichannel platforms are moving into digital OOH. It was highlighted that we need to make sure there is consistency in how impressions are reported. For digital OOH there needs to be independent third-party verification of campaign playout, including interactions and other campaign-specific metrics. We must provide advertisers with a level of transparency and accountability, to realize the full potential of programmatic digital OOH.
Furthermore, advertisers and agencies need better workflow tools for the management and trafficking of digital OOH campaigns. These tools should be dedicated to quality assurance, distribution, and auditing of digital OOH creative. This will, in turn, accelerate the path from creative producers to media owners simplifying the management and delivery of DOOH creative across networks and platforms.
In conclusion, a digital-first OOH mindset and added experiences through touch, gesture, recognition, mobile, social and experiential have marketers and brands excited! They are spending more time, measuring the outcomes, and investing more budget into the channel.
I can’t wait to see what happens as we transition to the next decade for OOH in 2020!