Home » Possible Future of OOH Marketing Campaign

Possible Future of OOH Marketing Campaign


Future of Out-of-Home Advertising

Out-of-home advertising is exciting and challenging at the same time. Before discussing the future of out-of-home advertising, let’s discuss the current challenges first.

If you were expecting me to define and tell you what Out-of-home (OOH) advertising marketing or advertisement, who should do it is and how to do it, then most probably you’re on the wrong article. You need to go back to your google search result page or change the Google search term.

Ok, so let’s discuss the challenges. Challenges are to find the answer to few questions:

  1. How to know few critical numbers like Impressions, Reach, CTR, CPA, and others?
  2. How do you find the intention and sentiments regarding the ad?
  3. How do you know the conversion from the ad or lead in the funnel?
  4. Do I have to sign a long-term agreement all the time?

I can keep going with the questions, but I made my point that this kind of advertisement seems less effective than digital marketing and channels.

I still think Traditional marketing channels have more reach and are more efficient than digital marketing channels.

Many mediators and agencies made it expensive and inefficient. But as of the current operational method, somewhere, it was necessary.

Of course, as with other things, it is very hard to predict the future of this thing. But with the current rate of technological advancement, we’ll solve all these issues and can buy the ad space without any mediator or agency, just like we buy the ad space on Facebook or Google.

How to Solve these challenges:

Challenge 1:

Buy Ad space-

If you like ad space and you want to buy it. The challenge is you don’t know whom to contact and the price for that ad space. 

Traditional Solution: 

Right now, an instant contact medium is not necessary because you can’t buy in just a few clicks. You’ll have to find and contact the agency, who is controlling that and then negotiate the price, sign the contract, and then after 20-30 days, you’ll be able to book the ad space, which you can use after 1 or 2 months.

Futuristic Solution:

What if you can buy that ad space instantly or at least can see the vacant hours and buy that ad space only for a couple of hours of the day?

Sound exciting, right?

Who thought someone would ever run an ad to collect the email id? But technological advancement in ad space made it possible.

Think about it, would you ever buy ad space in the newspaper to increase your YouTube subscribers or build your email list?

Hello NO, right?

In terms of buying the offline banner, we’re still in that era.

In the same way, you can use the ad space in town and advertise your YouTube channel there to have some subscribers. Right now, you can’t even think of it, I know.

Challenge 2:

What about those critical numbers (CPC, CTR, Impression, Reach, Blah, blah, blah…)

Currently, you don’t have any solution to know how many eye-balls your ad got. You have to predict this area is crowded, so my ad will be more effective here.

Traditional Solution:

We can say there is no reliable source to know this. Agencies will give you a projection of the number. (Which of course, will be more than the highest, and they’ll say, “It’s just average”)

Ok, let me clarify my point. I’m not opposing the agency culture, but digital technologies will make the process transparent, and you’ll get to know where your dollars are burning.

Futuristic Solution:

We’re discussing the future of offline banner advertising here, so it is necessary to discuss that just making a few steps in the whole digital process will not be enough. This industry will have to go till an extent where already digital marketing is.

And to do so, it’s important to provide the same kind of decision-making data, which marketers use to reach any decision.

If we can have the numbers like CPC, Impression, Reach in offline marketing, that would be revolutionary.

Today we have the technology to scan the vehicle’s number and speed. So, it is very easy to scan the viewing angle of passing eye-balls. We can consider impressions, and by the same technology and cameras, we can also calculate the reach.

But I’m not sure this will be against the privacy law because to calculate reach, those cameras will have to capture, store, analyze, and recognize the face. In many countries, this could be a privacy breach as well.

But if this is possible, you can calculate the frequency as well in a specific time frame.

Please let me know in the comments if you want to add something in this.

Challenge 3:

Offline Advertising is Expensive

Anything is expensive or not; it depends upon your perspective. Today anyone will say this, and full heads will nod into yes. 

There are three reasons I can think of as of now.

1. Because there is no sustainable source to have these numbers, without reliable data, marketing is expensive.

2. There, you don’t have the luxury to try some campaigns for a very small budget. (As of now)

3. If you’re not into out-of-home advertising, you don’t have any idea about pricing or pattern for ad spaces.

Traditional Solution:

Cost or being expensive is not an issue for people in the driving seat in this industry. They never feel it necessary to address this issue.

Ok, if you’re buying long terms hefty amount contract, you’ll get a discount. Happy?

Futuristic Solution:

We already have discussed the part of the solution in the challenge 1 part. Ok, let’s address the solution reasons wise:

Reason1: Lack of Data

We have discussed the method to have the data (at least approx.)

After having a dataset, which you can rely on will be relexifying for many advertisers. At least for those who are new to this Out-of-home industry.

Reason2: Long-tern contracts only

As we’ve already discussed that we can have a digital ad space and slot distribution panel. It will provide the luxury of testing the offline campaigns to advertisers with a small budget, and they can decide whether they want to scale this medium or not?

Reason3: Not idea about pricing

Digital ad space bidding and distribution panel will solve this problem in a jiffy.

I’ll continue the discussion in next article. Till then, I would like to have your views so I can include them as well in my next article. Please let me know your thoughts in comments.

Related Solutions

Extract file from docker image?

You can extract files from an image with the following commands: docker create $image # returns container ID docker cp $container_id:$source_path $destination_path docker rm $container_id According to the docker create documentation, this doesn't run the...

Transfer files using scp: permission denied

Your commands are trying to put the new Document to the root (/) of your machine. What you want to do is to transfer them to your home directory (since you have no permissions to write to /). If path to your home is something like /home/erez try the following:...

What’s the purpose of DH Parameters?

What exactly is the purpose of these DH Parameters? These parameters define how OpenSSL performs the Diffie-Hellman (DH) key-exchange. As you stated correctly they include a field prime p and a generator g. The purpose of the availability to customize these...

How to rsync multiple source folders

You can pass multiple source arguments. rsync -a /etc/fstab /home/user/download bkp This creates bkp/fstab and bkp/download, like the separate commands you gave. It may be desirable to preserve the source structure instead. To do this, use / as the source and...

Benefits of Structured Logging vs basic logging

There are two fundamental advances with the structured approach that can't be emulated using text logs without (sometimes extreme levels of) additional effort. Event Types When you write two events with log4net like: log.Debug("Disk quota {0} exceeded by user...

Interfaces vs Types in TypeScript

2019 Update The current answers and the official documentation are outdated. And for those new to TypeScript, the terminology used isn't clear without examples. Below is a list of up-to-date differences. 1. Objects / Functions Both can be used to describe the...

Get total as you type with added column (append) using jQuery

One issue if that the newly-added column id's are missing the id number. If you look at the id, it only shows "price-", when it should probably be "price-2-1", since the original ones are "price-1", and the original ones should probably be something like...

Determining if a file is a hard link or symbolic link?

Jim's answer explains how to test for a symlink: by using test's -L test. But testing for a "hard link" is, well, strictly speaking not what you want. Hard links work because of how Unix handles files: each file is represented by a single inode. Then a single...

How to restrict a Google search to results of a specific language?

You can do that using the advanced search options: http://www.googleguide.com/sharpening_queries.html I also found this, which might work for you: http://www.searchenginejournal.com/how-to-see-google-search-results-for-other-locations/25203/ Just wanted to add...

Random map generation

Among the many other related questions on the site, there's an often linked article for map generation: Polygonal Map Generation for Games you can glean some good strategies from that article, but it can't really be used as is. While not a tutorial, there's an...

How to prettyprint a JSON file?

The json module already implements some basic pretty printing in the dump and dumps functions, with the indent parameter that specifies how many spaces to indent by: >>> import json >>> >>> your_json = '["foo", {"bar":["baz", null,...

How can I avoid the battery charging when connected via USB?

I have an Android 4.0.3 phone without root access so can't test any of this but let me point you to /sys/class/power_supply/battery/ which gives some info/control over charging issues. In particular there is charging_enabled which gives the current state (0 not...

How to transform given dataset in python? [closed]

From your expected result, it appears that each "group" is based on contiguous id values. For this, you can use the compare-cumsum-groupby pattern, and then use agg to get the min and max values. # Sample data. df = pd.DataFrame( {'id': [1, 2, 2, 2, 2, 2, 1, 1,...

Output of the following C++ Program [closed]

It works exactly like this non-recursive translation: int func_0() { return 2; } int func_1() { return 3; } int func_2() { return func_1() + func_0(); } // Returns 3 + 2 = 5 int func_3() { return func_2() + func_1(); } // Returns 5 + 3 = 8 int func_4() { return...

Making a circle out of . (periods) [closed]

Here's the maths and even an example program in C: http://pixwiki.bafsoft.com/mags/5/articles/circle/sincos.htm (link no longer exists). And position: absolute, left and top will let you draw: http://www.w3.org/TR/CSS2/visuren.html#choose-position Any further...

Should I use a code converter (Python to C++)?

Generally it's an awful way to write code, and does not guarantee that it will be any faster. Things which are simple and fast in one language can be complex and slow in another. You're better off either learning how to write fast Python code or learning C++...

tkinter: cannot concatenate ‘str’ and ‘float’ objects

This one line is more than enough to cause the problem: text="რეგულარი >> "+2.23+ 'GEL' 2.23 is a floating-point value; 'GEL' is a string. What does it mean to add an arithmetic value and a string of letters? If you want the string label 'რეგულარი...