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, Elliot Greenfield, VP, Head of Marketing & Communications at Swarovski North America, shares their creative process, the importance of OOH in their media strategy, and how advertising continues to evolve.
Read Elliot’s Q&A in The Drum.
What role does out of home play in your media mix?
As a brand that takes pride in producing scalable and dynamic campaigns, OOH plays and will continue to play a large role in our overall mix. OOH is a vehicle to create buzz and excitement, while also allowing us to create high impact. OOH is in a space of evolution with incredible units like 3-D billboards and of course the highly acclaimed Las Vegas Sphere, which has helped higher standards of innovation and grow the landscape of transformative OOH solutions.
How do you approach creativity in OOH advertising across formats?
We are constantly looking for ways to balance our different creative mediums with innovative OOH. We think carefully about how we can best leverage a strong media mix when producing content. With increased innovation and volume in the space, it further allows our teams to be creative while also thoughtful about what type of content can best resonate with our audiences while producing scale and impact. What continues to resonate with most impact are units that allow for motion.
What challenges do you face in balancing creativity and data in marketing?
At our organization we often reference the quote “creativity is intelligence having fun.” We work in a world of consumer goods, and it’s critically important to ensure that the shopping experience creates wonder and aspiration in order for our brand to cut through. We are meticulous with understanding how the consumer responds to our robust offering, and we constantly study our attribution model, which allows us to optimize the way we bring attention to what the consumer needs at what point within their purchase journey
How do you see the future of advertising evolving?
As most marketers, I am always looking to understand what will bring scale to our audiences. The space I am most excited to follow is podcasting. For many years, I have viewed podcasts for younger millennials and Gen Z as the next evolution of the traditional cable “talk show.” I look forward to technological enhancements in this space, where visual content can more easily be integrated into these formats in an organic way.
Published: September 4, 2024