Kinetic Worldwide's David Payne advocates ‘smart OOH for a smart world'
With a wealth of experience and expertise in OOH media planning and buying solutions behind him, David Payne’s keynote address was filled with insights and key examples from Kinetic’s own body of work in this field. In a world where the consumer was getting smarter by the minute and was connected to his smart devices, media consumption was happening all the time and on the go. Consumers were becoming media snackers and enjoyed content in short spurts, creating a huge opportunity for brands to build upon, he said. Payne said it was up to the brands to give them content that was sticky and stayed with them.
Expressing his vision for the OOH industry , Payne stressed on how OOH should be at the centre of every marketer’s media mix, “We are heading towards a smarter world where media silos are breaking down. The media mix is also changing . OOH should be at the centre of this mix. An eco-system will soon emerge where smart objects will start speaking to each other. That will bring about a revolution and that is the kind of world we are moving towards. The Internet of Things is fast becoming a reality.”
Although the stress was on creating smart solutions for the smart world, Payne insisted that audiences always came first. The medium was becoming dynamic and engaging and needed to address the needs of the consumer. He peppered his talk with examples of some key digital OOH campaigns executed by Kinetic. Citing the work done by its innovations department , Kinetic Active, Payne spoke about how Unilever and Kinetic partnered to create a one-day experiential campaign for Dove at London’s Waterloo station. The campaign gave the ladies a chance to have their photos clicked professionally at the station. Images were then live-streamed to the digital screen at Waterloo. The photographs were also shared on Dove’s Facebook page. It was an experiential campaign to expose consumers to Dove’s dry invisible deodorant and celebrate ‘color confidence’. It was the perfect example of an experiential campaign that used technology to involve the consumer.
When asked about the next key steps the OOH industry needed to take to get to the next level, Payne replied, “The OOH media has always been very hard to quantify and measure. Therefore, investment in audience measurement is crucial. It is also important to invest in inventory and talent. There are new opportunities waiting to be explored in this medium. Integration of data, technology, media and content was necessary for the medium to be successful.”
WPP’s OOH network Kinetic Worldwide underwent major restructuring last year, as part of a plan to move OOH to the centre of strategic media planning. David Payne was speaking at exchange4media‘s OOH Conference 2015 presented by Posterscope in association with Laqshya Media Group.
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