OOH synergy with digital was expressed in the Outdoor Advertising Association of America’s (OAAA) highly-successful Feel the Real campaign, and the tenets showcased are just as relevant today as they were 18 months ago when it launched.
Exactly what percentage of OOH impressions are generated by humans? 100 percent real human impressions. How about digital media impressions which have exploded over the past few years (along with digital media ad spend)? Well, that number is hard to determine.
No one is claiming digital media isn’t important, in fact it and OOH work well in tandem. It does, however, appear to be experiencing increasing scrutiny around audience delivery due to bots, non-viewable ads, and other measurement issues.
If you haven’t already seen the coverage, check out the OOH response to P&G Chief Brand Officer, Marc Pritchard’s speech last week to the IAB annual leadership meeting on the problems of digital ad viewability and fraud. P&G doesn’t “want to waste time and money on a crappy media supply chain,” he said. And he urged others in the industry to follow suit.
Because OOH continues to deliver massive reach in a highly-fragmented media environment, it works efficiently to amplify all other forms of advertising, including digital. OOH synergy with digital was expressed in the highly-successful Feel the Real campaign, and the tenets showcased are just as relevant today as they were 18 months ago when it launched.
If you have clients investing significantly digital advertising, be sure to familiarize yourself with the Feel the Real resources including:
- White paper – interesting, compelling read authored by PNYC, the agency who created the campaign
- Brochure – four-page summary of the campaign and results
- Video – outstanding recap of the campaign and results – tells the whole story!
The resources make a persuasive case why advertisers should consider incorporating OOH with digital media initiatives to make their overall campaign more effective.
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