OUTFRONT Media and Jeff Tan, A Conversation
1. What is data’s role in OOH moving forward?
Data will play an all-encompassing role in the future of the OOH Location Marketing industry. It will drive all aspects of communicating with an audience; from planning and buying, to creative activation and measurement. The quickest way for our industry to evolve toward a data-focused future is to first develop an understanding of how data can inform planning. I call this ‘Geo Audience Insights.’ This is the integration of 2 aspects of data; geo-location data combined with audience insights. It is a holistic understanding of aggregated groups of audience behavior, and understanding the migration patterns of these groups. In the future, Geo Audience Insights will inform every major decision when planning OOH Location Marketing.
2. What is the impact of the convergence of OOH and mobile today?
The impact of convergence of OOH and mobile today is huge, but I believe under-appreciated. Clients and agencies are still assuming that audiences consume media in silos, and ignoring the fact that synergies between media exist. We should not be thinking of a ‘mobile strategy’ or an ‘OOH strategy’, but simply a ‘location strategy.’ Just as we no longer think of linear TV as a communication channel but as part of a broader video strategy, the same applies to location marketing.
3. What changes does the OOH industry need to make today?
There are three sweeping changes the OOH Location Marketing industry needs to make in order to evolve and thrive.
– First, our industry needs an internal rebranding to change the way we see ourselves. We need to change our own perceptions of the industry, legacy perceptions that are decades old. We need to recognize that it is our industry’s turn to be disrupted in a massive way.
– Second, our industry needs to embrace data, digital and technology and place this as a strategic priority. I want to point out that this means becoming actual advocates for change, not simply nodding in agreement, continuing our behavior and hoping that the sweeping changes will not impact us.
- Third, we need to prioritize bringing in talent from outside the industry. Expertize in data, digital, technology, analytics, attribution, ad-serving, audience insights and story-telling. If we are serious about evolving as an industry, we need to attract people with outside ideas, immune to the legacy perceptions of our industry. Ask ourselves the question; what if our industry had never existed and Silicon Valley executives were to define and build our brand new industry called Location Marketing? Who would we bring in?
4. Do you believe that location should be the connecting thread in developing media plans?
Potentially, but it completely depends on the client and campaign. We don’t want to force fit location strategies onto clients if they’re not needed.
5. What do you predict the OOH industry will look like in the next 2 years?
– Industry attitude: incremental improvement from the 2016 current state, but legacy aspects will somewhat still exist in our perceptions and actions.
– Share of media: optimistically we’ll have single digit gains in our share of overall media spend, but OOH Location marketing will still be under-represented in terms of consumer media consumption to investment.
– Infrastructure: exciting digital infrastructure developments within the media owner community will continue. However, the pace of deployment will be hindered by logistics, regulations and industry appetite for change. Disproportionate digital growth in pedestrian focused cities. One or two media owners will stand out from the rest and lead the change.
– Geo-Audience-Insights: will continue to evolve and become more standardized. Appetite from clients will largely drive this, but also developments from agencies and media owners will help fuel growth.
– Creative: Dynamic real-time digital creative will play more of an active role in driving contextual, data-driven advertising. Platforms such as Posterscope’s Liveposter will grow rapidly and become the benchmark for contextualized messaging at scale.
About Jeff Tan
Jeff Tan is VP Strategy at Posterscope USA and leads data, strategy and product innovation across the business. A digital native, Jeff has 12 years’ digital media experience having worked in agencies in New York, London, Sydney, Melbourne and Frankfurt. He successfully launched iProspect in Melbourne Australia, building a digital-performance agency from scratch to a market leading position in 3 years. Jeff completed an M.B.A. at Australian Graduate School of Management and is a keen musician, budding chef and marathon runner.
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