Out of Home in the Age of A.I.: The Billboard's Brain Upgrade
The landscape of Out of Home Advertising (OOH) has transformed significantly in recent years, propelled by technological advancements and the changing media consumption habits of consumers. From its humble beginnings as traditional static billboards, OOH has evolved into a dynamic and interactive medium that effectively engages audiences across various environments. As the advertising industry continues to evolve, OOH has adapted to meet the demands of a digitally connected world, leveraging data-driven insights, programmatic advertising, and cutting-edge technologies to remain relevant and impactful. From Static to Digital: A Transformative Journey In the early days of OOH advertising, conferences and trade shows mainly revolved around traditional static billboards and print-based media. However, as digital technology began to gain prominence, the industry quickly recognized the potential of digital out of home
(DOOH) advertising. Digital signage and interactive screens became the new frontier, providing advertisers with unprecedented opportunities to connect with audiences in more engaging and dynamic ways. The integration of mobile devices with DOOH was a pivotal moment, enabling real-time interaction between consumers and OOH ads. This fusion of physical and digital experiences created a
powerful channel for advertisers to capture attention and drive engagement. Consumers could now interact with OOH ads through their smartphones, leading to increased brand awareness and measurable results. Programmatic Advertising: A Game-Changer for OOH One of the most
significant disruptions in the advertising world, programmatic advertising, also made its mark on the OOH industry. Programmatic OOH emerged as a transformative force, revolutionizing the way media is bought and sold. Through automated processes and data-driven decision-making, programmatic OOH allows advertisers to deliver personalized and contextually relevant messages to their target audiences. The use of real-time data and audience insights has been instrumental in optimizing OOH campaigns. Programmatic buying ensures that ads are delivered to the right people, at the right time, and in the right locations. This level of precision targeting has not only increased the effectiveness of OOH campaigns but has also elevated the medium's appeal to advertisers seeking measurable results. Challenges and the Path Forward Despite the tremendous progress made by the OOH industry, it continues to face certain challenges. One persistent issue is the perception of OOH as a traditional, static medium. Some marketers still view OOH through outdated lenses, leading to hesitancy in allocating significant ad budgets to the medium. To overcome
this hurdle, the industry must embark on a re-education process, showcasing the advancements made in the OOH space and presenting successful case studies that demonstrate the medium's effectiveness. Another critical challenge lies in fostering diversity and inclusion within the OOH industry. Female representation remains relatively low, and concerted efforts are needed to attract more women
to the ad tech space. Companies can lead by example, promoting a culture of inclusion, supporting initiatives that empower women in the industry, and providing opportunities for career growth and leadership. Connecting with Younger Audiences The millennial and Gen Z
demographics represent a highly coveted audience for advertisers due to their influence and purchasing power. However, engaging these tech-savvy audiences presents a unique set of challenges. Younger consumers are accustomed to being targeted primarily with digital ads, granting them control over the content they consume. To capture the attention of younger audiences, OOH needs to leverage
interactive and immersive experiences. Technologies like anamorphic displays and interactive screens offer engaging and visually captivating experiences that resonate with younger consumers. Moreover, integrating social media into OOH campaigns encourages consumers to interact with ads and share their experiences, creating buzz and extending the reach of campaigns. The Role of AI in
the Future of OOH As we look ahead, artificial intelligence (AI) promises to play a pivotal role in shaping the future of OOH advertising. AI-powered algorithms can analyze vast amounts of data to optimize OOH campaigns, target specific audiences, and deliver personalized content in real-time. This level of sophistication will enable advertisers to create more relevant and
compelling OOH experiences, enhancing audience engagement and brand impact. AI will streamline the planning and buying process, making it more efficient and cost-effective for advertisers. As AI continues to evolve, it will unlock new possibilities for data-driven decision-making, campaign measurement, and audience targeting, making OOH an even more potent tool in the marketer's
arsenal. The future of Out of Home Advertising is characterized by innovation, data-driven strategies, and a commitment to engaging audiences in meaningful ways. From static billboards to dynamic digital displays, OOH has proven its adaptability and effectiveness in reaching consumers. Programmatic advertising has ushered in a new era of precision targeting, while AI promises to
revolutionize campaign optimization and audience insights. To continue thriving, the OOH industry must address challenges, foster diversity, and remain at the forefront of technological advancements. By embracing interactive experiences, targeting younger audiences, and leveraging the power of AI, OOH is poised for remarkable growth and impact in the ever-changing advertising landscape. As
the industry continues to evolve, OOH will undoubtedly play an integral role in shaping the future of advertising and consumer engagement. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
TikTok's recommendation algorithm might be taking a backseat in Europe due to changes in compliance with the Digital Service Act, letting users opt-out of personalization and shifting recommendations to location and global trends 🌍🚫. This alteration includes turning off
personalized advertising for teens and empowering EU users to report content within the app, while maintaining transparency about content flagging 📣🔍. However, this move might impact TikTok's effectiveness, given its reliance on personalized feeds. Shifting gears, Mark Zuckerberg's announcement of a search function for Threads raises eyebrows, as the app has seen an 80% drop in daily users and a staggering decline in average usage time ⏳🔍. The future remains uncertain for these digital
platforms, with their fate hanging in the balance of evolving user preferences and needs 📈🤔.
Etsy, inspired by the successes of giants like Shopify and Amazon, proves that the shopping spirit is alive and well, trumping revenue predictions with a robust $629M in earnings for Q2 💰🛍️. Echoing their optimism, the platform welcomed a staggering 91M new active buyers, hitting an all-time high 📈🎉. Notably, the spending patterns mirror
income levels, with the $100k+ bracket splurging more on Etsy's unique offerings. Valuable insights for those aiming to tailor their demographic approach 📊👥. These promising results signal a strong e-commerce momentum as we brace for the Q4 holiday season 🌟🎁. Particularly heartening considering Etsy's niche in crafting "non-essential," luxury, and decorative products, showcasing its resilience and allure 🎨💎. Oh, and speaking of products... 🛒👀
Warner Bros. Discovery's recent quarterly earnings report might not have dazzled, revealing a negative 51 cents per share in earnings, decreased EBITDA, and a 4% revenue drop 📉📊. No surprise, considering Hollywood's dual strikes, contentious layoffs, and a looming $55 billion debt. Yet, a glimmer of hope emerges amidst the gloom. While the debt mountain is slowly shrinking, the company's sights are set on trimming the debt-to-EBITDA ratio, aiming for 4X
by the end of 2023 and 3X by next year 📉💼. Fortunately, a turnaround in cash flow is on display, as the company shifts from cash depletion to generation 💰🔄. The secret sauce lies in strategic measures like reduced content spending due to the production halt caused by the strikes. But challenges persist: advertising woes, cable decline, and theatrical exhibition quandaries loom over the horizon 🎬📈. While optimism persists for Warner Bros. Discovery's long-term prospects, the road ahead is
uncertain, laden with complex decisions and lingering doubts 🛤️❓. Will its array of moves, from streamlining content production to embracing diverse platforms, be enough to drive sustained success? 💼📺 Only time will unveil the twists in this intriguing narrative. ⏳📚
🚗 Australian adtech software company, Cartelux, is expanding its business into the United States, Canada, and Latin America, focusing on the automotive industry. The
company offers an easy-to-use platform for creating, amplifying, and measuring local digital campaigns, targeting more than 18,000 new car dealerships in the US. Cartelux's cutting-edge software enables advertisers to optimize ad campaigns with precision and efficiency, counting Ford, BMW, Nissan, Toyota, Renault, Honda, and Mini among its global customer base. The American operations will be led by automotive industry leader Matthew Tickell, who brings over 15 years of experience in managing
dealerships and automotive software providers. With this expansion, Cartelux solidifies its position as a leading adtech provider for the automotive sector, aiming to revolutionize brand-consumer interactions. 📈🚀
In the realm of automakers' advertising endeavors, July witnessed a $90.2 million spend on national TV, a modest 3.8% dip from the previous year's $93.7 million 📺💰. Impressions, however, surged by 14.5% to a substantial
27.0 billion, up from 24.4 billion in 2022, as reported by iSpot.tv 📊👀. Subaru led the spending front with $11.6 million, followed by Chevrolet ($9.8 million), Kia ($7.7 million), Ram Trucks ($6.7 million), and Lexus ($6.5 million) 🚗💸. Notably, Subaru and Chevrolet revved up their spending engines, with Subaru increasing ad spend by 20.3% and Chevrolet upping the ante by 32.3% 💼🔝.
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🌟 Victoria Kohout takes center stage as the University of Nebraska at Omaha's (UNO) interim chief marketing and communications officer, an encore performance while she continues to harmonize her role as UNO's chief of government and community relations. With a seasoned history at UNO, where she first graced the stage as director of state and community relations, Kohout's
spotlight shines as she embarks on this new journey, resonating UNO's message and nurturing relationships across the state. Kohout steps into the spotlight following the decision of the newly appointed Chief Marketing and Communications Officer to continue their role with Omaha Public Schools, while Sasha Thurin, who led as MarComm's interim chief, returns to her role as marketing director. Amidst the transitions, Kohout eagerly takes the reins, preparing to pen a new chapter in UNO's narrative
and advocate for its mission. The upcoming Fall 2023 semester heralds the start of the search for a full-time chief marketing and communications officer, as UNO's story continues to unfold. 🎓🌆
🌟 My Code, the premier US media powerhouse championing diverse audiences, has welcomed Rebecca Kramer Rosengard as the SVP of Marketing, entrusting her to steer the ship of brand and
product marketing, thought leadership, and PR. A virtuoso of authentic connections, Rebecca's tenure at Twitter saw her orchestrate groundbreaking initiatives, including #TwitterPrism, a symphony of inclusive marketing. With her Toyota and Twitter crescendos harmonizing, she's primed to lead My Code's mission in orchestrating genuine brand-audience dialogues. 🎉🚀
📺 Lights, camera, ads? A study reveals that viewers exhibit unexpected ad leniency during their beloved shows, but there's a limit to their tolerance. For the enchanting realm of streaming video, the golden number appears to be five ads or fewer per half-hour, as discovered by Hub Entertainment Research's survey of over 3,000 US viewers ranging from ages 4 to 74. This treasure trove of insights unfolds, depicting a
landscape where viewers nod approvingly at 30-second ad breaks, while patience wanes as the clock ticks on 90-second or longer ad indulgences. As ad-supported streaming platforms like Pluto and Tubi hold sway, offering entertainment gems in exchange for a sprinkle of ads, the curtain rises on a delicate balancing act for streaming giants. A dance of ads and content ensues, with this study's revelations urging streaming services to step into the spotlight and choreograph their strategies with
precision. 🎬📈 |
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STREAMING ADVERTISING: EMBRACING CHANGE AND CONQUERING THE NEXT 24 MONTHS We currently find ourselves sailing through turbulent waters, but also
witnessing the birth of new opportunities. Over the next two years, streaming advertising is set to become a major force, transforming the way brands interact with consumers and ushering in a digital renaissance. So, hoist the sails, grab the helm, and let us set our course on this digital odyssey.
The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating
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YOGURT’S GOT A NEW GURU: CHOBANI SCOOPS UP MARKETING MAESTRO THOMAS RANESE We all know Chobani, the foodie trailblazer known for its heavenly Greek
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SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schiller’s sharp wit and encyclopedic knowledge of
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industry. “Technological innovation is the catalyst for change,” Schiller remarked with a knowing smile. “In the entertainment and media business, we’ve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried
doing something different, and people around you are like, ‘Wow, why are you doing that? Can you say ‘streaming video’?” READ MORE OF THIS INTERVIEW
THE FUTURE OF IN-GAME ADVERTISING: A TRANSFORMATIVE SPACE FOR BRANDS As the gaming industry continues to evolve,the next years promise to be a pivotal
marked by significant shifts in gaming culture, technology, and advertising strategies. Gaming has become a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts. From hybrid
monetization models to co-creation with gamers, the rise of AR gaming to the potential of streaming platforms, brands are discovering innovative ways to immerse themselves in the gaming universe. READ THIS ARTICLE
HOW REPETITIVE ADVERTISING IS RUINING THE CTV SPACE Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the
reputation of brands and the streaming platforms themselves: repetitive advertising. A recent ad effectiveness test conducted by Magna Media Trials and Nexxen, an ad-tech platform, shed light on just how damaging these repetitive ads can be to both the viewers and the advertisers. READ MORE
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FUTURE OF AI IN ADTECH: OPPORTUNITIES AND SPECULATIONS AI has become a transformative force in various industries, and Adtech is no exception. With the potential to revolutionize advertising,
AI holds the promise of enhancing targeting, personalization, and efficiency. In this comprehensive article, we delve into the various aspects of AI and its implications for Adtech, exploring its different types, current applications, and the exciting prospects it holds for the future. READ MORE NOW
THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t
know which half.” The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact
digital circulars, recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE |
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