Every month, OAAA’s marketing team sits down with a brand marketer to discuss creativity in OOH, the role OOH plays in the media mix, and their perspective on the future of advertising. This month, Dave Marsey, SVP, Media & Growth Marketing, Allstate, shares their creative process, the importance of OOH in their media strategy, and how advertising continues to evolve.
Read Dave’s Q&A in The Drum.
What role does out of home play in your media mix?
Out of home provides incremental reach in a fragmented and complex media environment and serves two objectives for Allstate: maintain top of mind brand awareness and drive product consideration. As part of a well-balanced marketing plan, out of home dials-up our presence in key places and spaces either to reinforce our brand or to provide some contextual and situational relevance as to why consumers should consider our products and services.
How do you approach creativity in OOH advertising across formats?
In an environment of seemingly endless analog and digital creative formats, we embrace and value the moments we can tap into the power of simplicity and great copywriting. Perhaps an unexpected answer is we’re unapologetic with our focus on the art of copy with out of home creative in most cases. That said, we do find the places and spaces to be more dynamic and unique like our annual Chicago CTA Holiday Train and Bus sponsorship.
What challenges do you face in balancing creativity and data in marketing?
I don’t see challenges in balancing creativity and data, rather it’s the risk of not seeing the forest for the trees and getting painted into a narrow, data filled corner. It’s when you build around the most salient and actionable data that helps unlock a creative idea or concept that’s unique and unexpected that truly meets the modern marketing needs of brands today.
How do you see the future of advertising evolving?
I see it as more evolution and revolution; we know the tenets of great marketing and they really haven’t changed. The mediums and consumer attention will continue to fragment putting more premium on those tactics that can generate large reach over a short period of time and putting more urgency on the need to evolve where and how we weave into a consumer’s fleeting attention. Sure, AI and other technologies will make a big impact, but it’s still just marketing at the end of the day!
Published: November 4, 2024