Out-of-Home Media Conference Recap
After spending last week at the annual TAB/OAAA conference in Miami, I want to provide some thoughts on the industry’s repositioning as well as look at some trends, threats, and opportunities ahead for the outdoor advertising industry.
First of all, congrats again to the TAB and OAAA for putting on another impressive conference. Sponsors like CBS Outdoor, Lamar, Clear Channel, Vector, Van Wagner, and Security CheckPoint, among others, provided incredible entertainment as well as ample food and drinks throughout the entire conference.
It is great to see industry leaders take a closer look at the OOH brand to maximize its positioning. Education certainly needs to be the focal point behind the repositioning and will provide the infrastructure from which we can continue to grow as an industry. To learn more and download additional information, click here: www.oohtakeanotherlook.org. Over here at ADstruc, we fully support the repositioning.
Nancy Fletcher, Chair of the OAAA, kicked the show off by reviewing the industry feedback and research they gathered throughout the course of their deep dive over the last year. Nancy said that the new brand guidelines “represent the hard work and commitment of our entire industry, who worked collaboratively to research, define, and develop a unified vision for what the OOH industry stands for, and where it is headed”. She focused on the following seven key brand attributes:
Key Brand Attributes
- Creative Impact
- High Quality/Well Maintained
I think these are great brand attributes that strongly represent the benefits of outdoor advertising. I want to focus on “Innovation” as I believe it will be the driver for the industry’s future growth. First, let’s look at the OAAA’s definition of innovation, “OOH is putting innovation to work in all parts of its business to improve the customer experience and keep pace with where advertising and the consumer are headed. From digital technology, to mobile, social and interactive solutions, to improved business practices and a new TAB ratings system, OOH is embracing innovation to help advertisers take their message further.”
Innovation across customer experiences, digital technology, mobile experiences, and TAB ratings will provide OOH advertisers with multiple touch points centered around understanding campaign ROI. This will be incredibly important for the industry as the need for understanding campaign data and performance increases. Another important aspect to using innovation is ensuring there is enough education about how to effectively use innovative technology. We can all agree that the use of QR codes in OOH has not been effective. If we treat NFC or other forms of innovative technology in the same way (e.g., not focusing on the consumer experience), I fear that we will sour the industry’s willingness to try the next innovative product.
Finally, one area I think needs to be included in the definition of innovation is the need for advertisers and agencies to plan and buy OOH more efficiently. During the conference, Andrea MacDonald, CEO of MacDonald Media, talked about the need for RFP automation. If we as an industry can make it easier to discover OOH, communicate with multiple vendors, and efficiently purchase outdoor advertising, then we will improve the demand for our medium.
Some of the trends that were discussed throughout the show were:
- Social Media
- Mobile Integrations
- TAB OOH Ratings
- RFP Automation
Social media and mobile will continue to merge with OOH to provide advertisers with more access to consumers through integrated campaigns. TAB OOH ratings were, and should remain, the focal point of many discussions and seminars as we all need to better understand its implementation and benefits.
What does RFP automation mean? How can it benefit agencies and operators? Why was it continually discussed throughout the course of the conference?
RFP automation simply means making the RFP process (i.e., sharing campaign details with operators and receiving proposals) between buyers and sellers more efficient.
The benefits are very straightforward. For agencies, RFP automation removes the manual, time-consuming process of contacting multiple operators via email and then aggregating data from confusing spreadsheets. For operators, RFP automation means better organizing multiple, incoming RFP requests and more effectively sharing information back with clients. This removes the need for file sharing services, massive excel spread sheets, and large PDF files of photo sheets.
Of course, we are particularly pleased to hear from both agencies/advertisers and operators about today’s need for RFP automation, as this is ADstruc’s core function. Agencies and advertisers need to consume data faster and more effectively. Technology helps speed up the workflow process and provides powerful analytical tools for agencies and advertisers to evaluate the best Out of Home locations for their campaigns.
ADstruc’s technology enables agencies/advertisers and operators to communicate and buy OOH more effectively by automating the RFP workflow. Today, agencies and advertisers benefit from using ADstruc in the following ways:
- Easily plan campaigns;
- Connect with multiple media operators;
- Eliminate stacks of photo sheets and maps; and
- Evaluate proposals in a single, interactive format across multiple operators.
To learn more and receive a private demonstration, just call us at (646) 692-4966 or send an email to firstname.lastname@example.org
We are super excited about the industry’s new look and vision for the years ahead. Stay tuned for our next blog post as we help answer the question: What is a buying platform?