Programmatic is now dovetailing with mobile to help personalise ads: Rajib Basu, PwC
At the NEONS OOH Conference, Rajib Basu, Leader - Media & Entertainment, PwC India, spoke on the topic - Traditional to Digital to Mobile: What next in Outdoor Advertising?
On Day 2 of the 10th edition of the NEONS OOH conference, Rajib Basu, Leader, Media & Entertainment, PwC India, delved into the OOH industry’s journey to the digital era and how the mobile device was seamlessly being integrated into that experience. Basu spoke on OOH trends, case studies, role of programmatic in mobile for OOH and finally what the future holds for the industry.
Basu started the session by first taking the audience through a 5-year scan of the trends in the OOH space. “If you look at the last five years, you will see there's a marked shift, starting 2016, in how OOH has moved across mediums. In 2016 you saw a lot of billboards on mobile vehicles coming in, thus changing from the static to the mobile format. In 2017 we saw a lot of transit OOH, which is OOH displayed at transit points namely airports, bus and train stations. In 2017, OOH is growing at a rate of say about 4-5% and that's actually driving a lot of trends subsequently. In 2018, we saw digital coming in and if you track the OOH space, you will know that OOH could have different shapes and forms. The predominant shapes are the billboards. You have the streets, roads, highways, and you have the transit points. In 2018, digital came in all of these different formats. That was a big shift from traditional to digital.”
Sharing more insights, Basu said: “In 2019, we saw digital OOH using programmatic and in 2020 we have seen programmatic actually take the centrestage.”
Talking about the specific trends to understand why the changes have taken place in the OOH space, Basu spoke of three things - digital tech coming in, the huge proliferation of mobile technology and use of audience measurement with geo spatial and temporal formats.
He then put forward an example of how a Mumbai agency fused location technology with OOH to give the advertisers a better sense of the ROI and the cost per thousand impressions that the advertisers would get. The second example he shared was on how technology was used through a billboard to bridge the gap between OOH and measurement by using facial recognition and profiling. The person looking at the billboard would have his picture taken after which data could be generated to profile the individual and this data could help the advertiser better plan his marketing spends and also hyper localize. It could also potentially be used for programmatic.
Basu also mentioned that today the use of programmatic in OOH was much higher. “When you know that a particular site has a particular audience that visits that place much more, then programmatic is used to be able to place those ads at a very targeted placement in order to capture the audience and to get you the maximum number of relevant impressions and therefore a better ROI.”
He then went on to share how this kind of a programmatic format was now dovetailing itself with the mobile technology. “For example, when you place a particular ad at a particular site using programmatic, you place it in an OOH format, and you have a person looking at it, who is a potential audience and we see that an interest is generated, using the facial recognition technology in that OOH ad. What you can then do is that you can target that ad to that person's mobile and give him a particular discount or a particular offer relating to that particular product, which you are trying to actually attract him to. That is how programmatic is now dovetailing with mobile, to really chase the customer and make the ad targeting very, very personalised.”
Summing up the session, Basu spoke about the future for OOH using technology. “I'll just focus on two important things. One is Artificial Intelligence, which we feel will actually help audiences interact with ads going forward, so interactive ads and therefore better targeting in hyper localization. And the other one is 3D printing, which could give outdoor ads a completely different dimension.”
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