Here are 4 quotes which summarize day 1 of the OOH Mediacon25 conference.
Place Exchange CEO Ari Buchalter on the 4 reasons an independent out of home company needs measurement
- “If the buyer is asking for it and this is very common particularly with large national buyers. They want to understand the reach and frequency of the campaign before they green light. “
- “If you have digital boards and you want to transact those programmatically…that option is based on CPM or cost per thousand impressions”
- “If…you’re selling versus local media and a lot of independents are out there those mediums are… telling the buyer…how many eyeballs they’re going to see and so if you want to be able to compete those budgets you know being able to put that apples to apples comparison in front of the buyer is very important.”
- “If you’re going for a renewal or trying to upsell the client on a bigger budget probably the most powerful thing you can do is put outcomes measurement in front of them right to say not just how many people while you’re at it but how many visited your website downloaded your app walked into your store bought your product …”
Decibel Media Partner Melissa Chase say out of home companies need to talk about what happens after a campaign runs.
I can’t remember the last time an out of home partner pitched us and talked about outcomes.
Spotzi CEO Remco Dolman says the industry needs to publicize successful outcomes
I was at a conference with some large brands and they said they didn’t do out of home and I asked why and they said there’s no measurement of outcomes
ScreenVerse Co-Founder Adam Malone says two thirds of all programmatic transactions are private party as opposed to true open auctions.
There’s two primary methods for selling programmatically the first is called the open exchange and the second one is the private market or PNP..Private marketplace…you’re carving out a set of your inventory and putting a price on it. They buyer selects what they want. The market is 65% PNP to open exchange.
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