Recognising unmissable opportunities

oOh!media is proud to once again support the country’s smartest marketers as sponsor of the Marketer of the Year category at the 2022 TVNZ-NZ Marketing Awards. Here, this year’s finalists share their insights on the current transformation taking place in the Out of Home industry.

As a brand that exists in public spaces we are constantly in the spotlight, providing a public transport utility to local councils and communities on the Street and bringing communities together through enhancing Retail experiences indoors. Our purpose at oOh! is to make public spaces better and in the process make the brands that advertise on our network unmissable. As with all business right now, we’re also experiencing considerable change – and for Out of Home media (OOH) this means changes in audience movement behaviour, new ways of buying and delivering OOH and an increasingly dynamic and digitised media channel capable of performing new roles for brands and marketers. 

We are thrilled to be able to share the thoughts of this year’s MOTY finalists on the current transformation taking place within our industry and the opportunities they see for Out of Home in future.

Angela Blair – Restaurant Brands Limited

The advancement and availability of audience movement data has allowed OOH to progress from location-based buying, to include more audience buying options.  What importance do you place on the Location vs Audience when planning? 

“I think it depends on the outcome you are looking to achieve. At Restaurant Brands my role includes the balancing of brand and retail. In this context you would obviously say that audience is more important for a brand message but location and context play a key role for further down the marketing funnel, demand activity.”

Sarah Sandoval – NZ Post

Programmatic DOOH is being rapidly adopted by advertisers/agencies, allowing OOH to play more roles for brands than ever before. What role do you see pDOOH playing within your omnichannel mix?
“I would operate at a much higher, strategic level on the outcomes we want to achieve and work with our media agency to determine the best media mix. At the moment we use DOOH as part of our media mix to deliver against a specific brand saliency metric and that it is working alongside our TV, digital and online video media.”

Angela Irwin – Tegel

Programmatic DOOH is being rapidly adopted by advertisers/agencies, allowing OOH to play more roles for brands than ever before. What role do you see pDOOH playing within your omnichannel mix?

“It plays quite a large role in our mix. It allows us to get some great sites that may not have been available to us otherwise, and is highly measurable.  Nobody likes to have to make changes once a campaign has gone live, but this became especially valuable during Covid when we needed to turn something off or change a message.”

Melodie Vickars – AA Insurance

WIth transformation happening at pace (a proliferation of new screens And pDOOH taking off), brands are finding ways to be dynamic with their DOOH at scale. What most excites you about the future?

“With so much broadcast screen fragmentation, OOH provides a complementary channel in a way that wasn’t possible before. We use OOH now as an ‘always on’ channel because of the increased reach, flexibility and impact. I wouldn’t have said that a couple of years ago.”

Sean Wiggans – Turners

As the Out of Home industry moves closer to unification of Audience Measurement, marketers will soon be able to get a cross-platform view on their OOH campaign reach. What does this mean for you as a marketer?

“OOH has huge potential, but it’s still very fragmented.  Understanding reach properly has always been a weakness and I’m also interested in how digital OOH actually works – it’s very different from the slow burn static version. It’s always been strong with the 18-24s – I suspect we might find out that now its stronger still.” 

 If you’ve got a challenge you’re looking to solve when it comes to your OOH strategy or simply after an unmissable opportunity, get in touch with oOh!media’s Ben Gibb via ben.gibb@oohmedianz.com

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