🚀 Navigating the Transformative Landscape of DOOH Metrics 🚀
In the dynamic realm of advertising, change is
the constant, but the recent surge in Digital Out-of-Home (DOOH) metrics
evolution has been nothing short of revolutionary. A mere few years have
witnessed more transformation than the previous two decades combined. The shift
from siloed DOOH purchases to seamless integration into omnichannel strategies
has been a game-changer. As the industry embraces this shift, a new value
proposition fueled by data and metrics emerges as the driving force.
For advertisers and publishers alike, this
transition brings about exciting opportunities and intriguing challenges. After
20 years as a DOOH industry pioneer and now acting as head of ad-tech for RZK
Digital, a DOOH publisher leading the way for digital transformation and pDOOH
in Brazil, here are some of our learnings to contribute to this global
discussion.
The fusion of DOOH into the omnichannel
strategy necessitates a fresh perspective on data analysis and measurement. The
quest is to bridge the gap between the diversity of verticals and data sources among
publishers, enabling an apples-to-apples comparison of metrics. At present, the
use of mobile IDs from SDKs and telecom data is becoming more widespread, yet
the industry stands at the cornerstone of a more profound transformation.
The journey forward unfolds in two critical
phases. The first is the fulfillment of the bedrock of digital advertising:
real-time metrics. This pursuit, though formidable, is non-negotiable. The
second is a paradigm shift, showcasing DOOH's supremacy by circumventing
cookies with location and context, as well as dodging ad-blockers and all sorts
of invalid traffic. Here, privacy and transparency reigns supreme, and metrics
are open books, ripe for audit.
As we gaze ahead, the trail blazes toward the
symbiosis of first-party data acquired by sensors and third-party data.
However, this path isn't a solitary one. While first-party metrics outshine
their third-party counterparts, the revelation dawns that a solitary source of
first-party metric isn't the panacea. Consider computer vision - unmatched in
venue traffic analysis yet lacks the prowess to gauge dwell time or track
unique visitors. Conversely, WiFi sensors excel in dwell time and unique visitor
count, yet often pale against actual venue traffic, particularly when dwell
times are low. The challenge deepens, encompassing interests, gender, age, and
social class insights.
Thus, emerges the imperative to marry the
strengths of diverse sensors and third-party data suppliers. Yet, the question
lingers: how many sensors weave the narrative of truth? While real-time urgency
hints at 100% network saturation, many publishers today equip only a fraction,
extrapolating to paint the bigger picture.
In envisioning the future, the clarity lies not
just in the data sources but also in the sensor types specific to each DOOH
vertical and their coverage. A vision emerges, a grading system that defines
the quality of metrics. Blank data yields a void grade, third-party venue
traffic a mere footfall and a low grade, OTS a humble start towards an above
average grade. The ascent is marked by multiple first-party sensors, adequate
to flow direction, speed, and dwell time in tandem with third-party data. The
ultimate "A" grade? A landscape where 100% network locations are
embraced by multiple first party sensors that can be combined with second- and
third-party data.
We stand at the nexus of transformation, where DOOH metrics and TRUST weave a story that transcends mere numbers. It's a journey fueled by innovation, insight, and the collective spirit of the industry - one that promises a landscape where metrics don't just measure but orchestrate the symphony of advertising success.
#DOOHMetrics #DataDrivenAdvertising
#OmnichannelStrategy #RZKDigital #DOOHX #Wherevery #BroadSign #Quividi #4yousee
#AllUnite #ABOOH
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