Top Story


Home >> Out-of-home >> Article

Kinetic Worldwide's David Payne advocates ‘smart OOH for a smart world'

Font Size   16
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.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking