Page 16 - AdNews Magazine May-June 2022

Agenda
people-based precision at scale. This enables advertisers to apply first and third party data to what has been historically positioned as a rigid channel to buy. With approximately 80% of Australians 18+ being in the addressable mar- ket now, it would be remiss of the outdoor industry not to put their mark on this space.
“While this presents an excit- ing opportunity for clients who have rich data segmentation, dynamic creative ambitions or flexibility requirements, compre- hensive evaluation is still required based on objective: There is no one-size-fits all solution to OOH trading. While AOOH does present a new frontier, an evolving trad- ing standardisation and quality scrutiny presents a number of practical watch outs.
“If exploring ADOOH, agencies need to change the conversation with clients, moving away from reach-based planning into effec- tiveness of outcomes-based plan- ning. Although navigating out- comes-based planning can be even more complex, clients need to be clear and single minded on their measure of successes and OOH needs to be clear on what can and can’t be measured.”
Melissa Hey, chief investment officer, OMD Australia: “We pre- dict that outdoor media will com- pletely recover in 2022 and by the end of this year would have increased revenue market share above pre-pandemic levels.
“With increased mobility and travel, all outdoor formats, impor- tantly now including airports, are front and centre with consumers.
“We predict the future will be programmatic digital outdoor and it will grow at pace once these measures are in place. This solu- tion enables advertisers to get closer to customers, using more data points to reach them at key times and places, with the right message.”
Nick Thomas, National Head of Investment, MediaCom: “OOH is already back with a vengeance. You only need to look to your own con- sumer habits to know that friends, colleagues, families are back out. Yes, our work week looks different and yes we just seem to be going