This is a sponsored post brought to you by Moove Media under the Futurist series. The article first appeared in Marketing’s The Futurist print edition.
As a sci-fi and tech film buff, I was particularly intrigued by three shows: Person of Interest, Wisdom of the Crowd and Eagle Eye. Person of Interest centres on a super computer capable of collating all sources of information to identify impending terror threats and crimes, while Wisdom of the Crowd solves crimes with the help of crowd-sourced real-time data. Eagle Eye is a film based on a computer system that monitors virtually every electronic-based system in the country, consolidates information and methodically predicts scenarios of threats and reactions.
What if we were to contextualise the concepts of these films into the real world, particularly in OOH advertising? Singapore’s structured residential/ community and commercial urban planning, supported by an extensive transport network, presents an exciting canvas for the OOH media to reach targeted audiences efficiently. OOH, traditionally, has been valued via its location, proximity to points of interests or the ability to reach inferred audiences. The challenge for OOH advertising has been the ability to track impressions, measure effectiveness and attributions. Now we can. By incorporating DOOH and technology to an OOH environment we can unlock the correlation between the right time and the right place, while audience science is the key to unlocking the right moment remotely.
Big data analytics aggregated from multiple sources can now go to a granular level in deepening the understanding of audience profiling, travel/transport patterns, content consumption, transactions and recognising underlying patterns in the data collected beyond the usual demographics. Audiences today are transient and most traditional media are losing eyeballs to the second screen – the mobile phone – which is a very personal and desirable space for advertisers. In addition to analytics, people go through different mental mind frames at different times and this should be taken into consideration to ensure relevance and resonance of the advertisement messages and visuals.
To effectively engage the target audience, a good user experience needs to be facilitated, directly with catchy visuals via static or digital content, and indirectly, through ambient or subliminal persuasions. From analytics, we know how and when our audiences commute daily, their mode of transport, duration, start/end point and dwell time of each journey, what they do during the journey and their interests. We can peg this information into the deployment of OOH assets situated at various locations of intercept in their commute via buses, taxis, trains or stations. We then focus on the motivation of the audience. Being sensitive to the ad-serving environment and understanding the potential time frame of engagement is critical.
From the point of sighting the ad, to shifting their priorities, to intuitively whipping out their mobile phones to engage the ad by snapping a picture, and through an app being transported online to the advertiser’s realm - this is a situation where an advertiser’s existing ads that are online can now extend itself offline or vice versa.
Imagine if we have the insights to craft a static visual or a short video where our audiences inexplicably feel a sense of familiarity, resonance and relatability to our ad, akin to instantly identifying a loved one across a stadium among a sea of faces. That is applying the science in data analytics together with the art of executing OOH. Do we wish to place an advertisement in a location that has a potential inferred reach of 1,000,000 commuters in a week with no accountability as opposed to a location that reaches specifically to a 500,000 targeted audience with real-time measurement and accountability? Which location would you place a premium on? The future is upon us now.
The writer is Henry Goh, vice-president, operations and corporate development, Moove Media.