Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This month, we sat down with Regis Maher, President & Founder, do it outdoors media, who discussed what excites him about OOH right now, his message for brands that haven’t bought OOH before, and what’s next for the industry.
Read Regis’ Q&A in The Drum.
What excites you about OOH right now?
Brands are witnessing the dynamic evolution of moving media and discovering how OOH advertising, especially in mobile formats, can be leveraged to deliver their message in very hyper-local contexts and create a genuine connection with consumers. This strategy allows brands to engage, captivate, and create meaningful conversations with their audiences like never before!
What message do you have for brands that haven’t bought OOH before?
Media plans that are not investing in an OOH strategy are overlooking the valuable opportunity to meet consumers at the point of action. OOH & moving media provide brands with curbside real estate to deliver precision-targeted messaging – this is why moving media sees such exceptional recall. An OOH strategy goes beyond mere visibility, it creates an emotional connection and leaves a lasting impression on consumers across various contextually relevant parts of their day. People don’t just recall what they see; they remember how your message makes them feel!
What’s the next big thing for OOH?
I see more convergence of media and less categorization among media channels, creating a more integrated approach for brands to reach their targeted audience. Through connecting various media channels and growing a collaborative environment, the industry is creating unparalleled strategies to drive engagement while providing fully measured solutions. When connecting OOH with other channels, we’re opening the opportunity to enhance retail media networks, support influencer campaigns, provide coverage of sports sponsorships, and create views on social media networks. Everyone wins!
As moving media continues to evolve, how can brands leverage this dynamic format to amplify their OOH strategies?
Brands and agencies are seeing moving media as the powerful amplifier that it is and need to begin capitalizing on the true versatility that moving media offers. Moving media allows brands to bring their message TO an audience rather than hoping their message is seen and is ideal for points of sale in customizable and targeted locations (zip codes, college campuses, competitor locations, special events, etc.). From a digital perspective, brands should begin leveraging the real time digital ad serve that moving media offers and utilizing the engagement. By integrating physical and digital, OOH strategies become amplified; with engagement results and click through rates soaring above industry averages at over 1,500%! Most importantly brands are seeing the impact that this one-two punch is driving on campaign results! Moving media is the answer to connecting with consumers physically, digitally and emotionally, creating the best opportunity for brands to interact with consumers.
Published: November 4, 2024