By using innovation to search for the consumer wherever they are, OOH media has grown and gained audience. Understand how it works.
When the so-called mass media emerged, they were what we can call "homemade". Think of newspapers and magazines, then the radio and TV of old: it was normal for people to consume them indoors, or from some other closed environment. Mobility was very low: at most, only newspapers and magazines were taken for a walk. Over time, things changed. For various reasons - such as more accessible means of transport and the rise of women in the labour market - people started to leave the house more often and move around more in the cities. Advertising accompanied this movement: posters, panels and billboards became part of the urban landscape.
Out of home: in search of consumers, wherever they are
For the advertisers, it was necessary to be where the consumers were. In a way, this thought was already the embryo of what we know today as Out of Home, whose acronym is OOH. In other words, the media that reaches people anywhere other than where they live.
Today, it is considered the last of the mass media, and encompasses everything: billboards, posters, bus stickers, bus stop panels, airports and subway stations, shopping kiosks and any kind of format that intends to reach consumers outside the home.
From the digital era on, DOOH or Digital Out of Home formats appear, which are more interactive, eye-catching and use videos and movement to capture the consumer's attention, such as screens in elevators, displays and panels in various locations, digital billboards, etc.
So, if we can summarize, the Out of Home media is:
Anything: from billboards to digital panels, from media on buses to nerds in kiosks;
Anywhere: from highways to streets, from airports to shopping malls;
Anytime: 24 hours a day, seven days a week, with dynamic content and always with the aim of attracting attention.
New OOH formats appear every day. You can stay informed through the website of the Brazilian Association of Out of Home (ABOOH).
Why consider OOH in your marketing?
Among the benefits of these formats, the main ones are:
Visibility in the right: Nowadays, it is practically impossible to walk around without encountering at least one piece of OOH. They are simply there, in our daily comings and goings;
Scope and impact: If you plan campaigns for multiple media such as television, newspapers or the Internet, using OOH media can provide even greater reach for your brand by reinforcing the messages you distribute. Plus, it has good impact potential because it appeals to one of our sharpest senses: the vision.
Geolocation: This benefit is better for DOOH formats, which allow advertisers to target communication to a very specific audience at the right time. An example to illustrate: a restaurant near a large business center can advertise its promotions for this meal on the elevator screens of the building and at lunchtime.
Interaction: Today, advertisers are interacting with their audience through Digital Out of Home. If users allow it, they receive notifications from electronic displays and other parts. Beacons, devices that emit signals through technology, are also being used.
When to use OOH media?
Assuming that the ultimate goal of your brand is to reach some target audience, in theory - and thanks to the immense variety of existing formats -, you can always consider including the Out of Home media in your plan. We are not talking about investing in expensive formats such as panels in large avenues, but about specific and innovative actions, which can bring great results.
Imagine, for example, that you have a management solution for medical offices. You can invest in specific formats of Digital Out of Home in hospitals or in congresses of the sector. Everything depends on your marketing objectives. Once outlined, the OOH media can offer the way to achieve them.
Before an ugly duckling, today the girl with the eyes
It took some time for agencies and advertisers to realize the true potential of this media. In relation to traditional media, the Out of Home formats (especially digital ones) were considered the "ugly ducklings" of the market, which did not give much ball or credit to the pieces.
It was only more recently, starting in 2016, that attention turned to this media, largely because of the Rio de Janeiro Olympic Games. According to this article from Propmark, in the first half of 2017, the OOH sector achieved the highest growth among all media in the Brazilian market, with a 26% adin the period, accumulating about R$ 1.7 billion in gross value and representing 2.8% of the advertising cake. The data are from Kantar Ibope Mídia.
More recent data, collected by the São Paulo Media Group, prove this trend. In Brazil, OOH media is already the third most noticed by the population, behind only Open TV and Digital Media. The audience of economic classes B2, C1, C2 and D/E are the most impacted, with a similar proportion between the sexes: female (51%) and male (49%). More than 57% of people say they have paid attention to foreign media in the last 30 days. And 48% of people have noticed the external media in the past seven days.
In other words, if you do not include OOH formats in your marketing plan for campaigns in Brazil, it is time to reevaluate. With the reach, segmentation and freedom that the media offers, you will undoubtedly find an interesting use for it.
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Media Metrics Out Of Home: is it possible to collect assertive data on the impact of offline advertising?
Understand the mechanisms for measuring the impact of media out of home for you to create a more assertive media plan with clear results.
Developing a creative offline ad that attracts the attention of hasty people is a big challenge. But the work behind the Media Out Of Home (OOH) goes far beyond the content of the billboard or bus shelter panel. After the media took to the streets the new challenge is to measure its impact and calculate the old index known to marketers: the Return on Investment (ROI).
But is it possible to measure assertive figures about the impact of a media that is offline? After all, how is it possible to know if the content displayed on an elevator display, for example, reached an acceptable number of people? Or, still, is it possible to know who these impacted people are?
If you think that this detailed measurement is only a privilege of online ads, then you can prepare to change this concept in your head. According to Mariana Canivezi, PUB Brazil's Multiplatform Strategy Director, marketing and advertising markets have improved in recent years and developed specific techniques for measuring OOH. "The OOH media ended up becoming one of the most effective in the integration of online and offline resources," he says.
From duckling to protagonist
The director explains that, for a long time, OOH attracted little attention from advertisers and marketing professionals because it was a difficult media to plan and measure. "Imagine you receiving the media kit of dozens of billboards in hundreds of streets in different cities in the country and having to decide for one," he says. The truth is that getting the right place for each type of ad was much more a matter of luck than of strategy.
Similarly, the measurement was very flawed: most media professionals used metrics based only on estimates. Some of them take as reference scientific approaches and statistics that have been in the market for decades. In addition, competition has become disloyal to online media, which has already arrived with its detailed metrics programs, such as audience segmentation and ROI itself.
But, according to Mariana Canivezi, in recent years, OOH has gone through a process of professionalization that is changing its status in the advertising market. This is because new tools and technologies have emerged that have brought real data to the professional who needs to plan and measure offline media.
Today, PUB Brasil uses tools such as Ipsos and Geofusion, which bring concrete information about the best places to advertise, according to the persona that the client wants to reach. With the support of technology, it is also possible to measure the number of people impacted and even the number of direct interactions.
But, after all, how is it possible to measure OOH's impact?
There is no other way to collect assertive data about the impact of an offline media but with the use of technology. To learn more details about how many people have passed through that media and even how many have interacted with it is necessary to install devices with sensors in advertising pieces. It is these sensors that will count people and their cell phones, either by wi-fi, GPS or by integration to applications.
The director of PUB Brazil states that one of the solutions used in the company to measure the impact of offline media is the wi-fi tracker, which can track unique identifiers of Wi-fi. From this tracking, the tool is able to collect data such as mobility patterns and length of stay. It is possible to know, for example, how many people with wifi spent in front of an offline media, the time it remained in this position until they went to the store to buy the advertised product.
Mariana Canivezi explains that in order to make the best use of this solution, it is necessary to plan well its installation in the media. "The installation must take into account the degree of inclination of the part, the speed of the cars on the track and even details such as whether it is on the central median or facing somewhere specific," she says. According to the director, all these technical details are important for the solution to be able to track as many devices as possible and thus be better used. The role of the agency is, therefore, to offer support to ensure the best delivery in this context.
Via mobile platforms
Another strategy for measuring OOH results used by PUB Brazil is integration with mobile platforms. The idea is to combine what offline media has in common with these devices: the exploration of moments of mobility! One of the most important cases of PUB Brazil, in partnership with Waze, is W/OOH, OOH's measurement tool through the Waze application.
According to Mariana, the idea is to take advantage of the application not only to count and identify the user who passes in front of the media, but also to impact him even after he has left the advertising piece. "Drivers who use Waze are impacted by ads when they log into the app. This way, we can better understand who the user is impacted by the media, as well as follow them wherever they are," he explains.
W/OOH's "cat leap" is that it increases the possibilities of offline media, which, by their nature, have limited impact on their reach zone. When content circulates between street media and the mobile platform, the result is an increase in the number of people impacted, increased coverage, frequency and enrichment of segmentation possibilities.
The director also points out that the gains are in all phases of the process of media construction OOH: planning, execution and measurement. This is because demographic, geolocation and user behavior data are used to understand who is being impacted by the media, as well as street movement information to give more intelligence to the media installation strategy.
"The impact happens on the street, online, and there is no right order for this flow: the user can observe first on the street media and then be impacted by online or vice versa. The big issue is that, in this format, OOH becomes a media that truly integrates online and offline and extends the impact to the customer for much longer, generating greater engagement," he said.
There is even futurism
If all the technology to track the user is still too little for you, the director of PUB Brazil remembers that there are even more "futuristic" ways to measure the audience of OOH. They go through augmented reality technologies and facial recognition. One example is already existing projects in the market that use tools that, from cameras, are able to measure crowds, estimating not only numbers, but sex, age group and, amazingly, even emotions!
There are also eye recognition and facial reading projects, which bring the guarantee that the passer-by, in fact, looked at the advertisement. But, according to Mariana Canivezi, these are bigger challenges to gain scale. "This type of technology can be very useful for ads at specific points, such as the checkout of a pharmacy or a bus shelter. On a billboard, for example, you can't use it. That's why they are rarer projects: they have smaller scale and a higher investment level", he completes.
Engagement via social networks
And if this technological chat is "a little too much" for you, don't worry. There are also simpler strategies to measure the impact of an offline media. One of the easiest is to use customer engagement via social networks. For this, the only thing that the media professional needs to do is to include in the ads a call to action, that is, any proposal that generates an action or customer engagement.
Some examples are the use of hashtag, a challenge to send photos or phrases, a QR Code or a link to access some type of content. Then just use the online measurement strategies to find out how many are and who are the users who have seen the media on the street and engaged on the web.
But what about ROI?
Okay, you've already understood that the impact of OOH can be measured with assertive data through the use of technological tools. But how to calculate ROI? The director of PUB Brazil explains that this strategy does not have a cake recipe. The company developed a metric that makes this account, but the cases are confidential and, therefore, cannot be explained didactically. Anyway, the director adds that it is, yes, possible to calculate the ROI in an assertive way.
"This account depends on the strategy of each client. What we do to reach this number is to consider the need of this customer, draw a projection of the result of media reach, project a revenue based on the data collected and then we develop customized models to calculate the return on investment," he explains.
Why invest in advertising?
The main objective of an organization is to sell its products and/or services, so the better known it is, the closer it will be to its objective, and without any kind of disclosure it becomes much more difficult to appear in the market.
A good advertisement makes a certain product or service known and registered in the mind of a potential consumer, and then, at the moment he needs it, he will become a client.
Many companies that don't invest on publicity end up falling into oblivion or then, when they don't invest on a professional of the area and do it on their own, in the end they spend fortunes shooting in the dark.
To invest on publicity strengthens the brand and diminishes risks, it is indispensable for the health of any company and through these investments it is desired a greater return than the invested one.
The support of a specialized organization is very important because in order to obtain an efficient marketing and an adequate divulgation it is necessary to know the media, to know the customers, it is necessary to seek the so desired cost x benefit to then reach a target public with precision.
Advertising is there to advise companies to position themselves correctly in the market since a brand is not born strong and it is essential to develop and cultivate it over time.
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