OAAA President and CEO Anna Bager was on the Local marketing trends podcast last week. Some of her comments.
On recovering from the pandemic
We really retained traffic very well. It wasn’t like people weren’t allowed to go out of their houses. No…they were still going out of certain things. As soon as we figures out how to prove that it started to feel a little better…When we were at the lowest we were probably across the US about 30% less people on the road or in the city. Now we’re back to almost normal levels.
On digital signs
The industry is going through a huge transition to digital and automated programmatic solutions. That helps with the nimbleness. That helps to change messages very fast. Brands like that particularly in difficult times…We’re the largest broadcast medium there is. We’re bigger than facebook…Out of home is about monetizing location, not about monetizing media. It’s very much about signage…and there are screens everywhere out there…Our medium is really perfect for video advertising…
On screens on streets
Bus Shelters, different forms of street furniture if you look at JC Decaux or Intersection…they have lots of screens in various places…there are screen everywhere. And you can as a brand really activate well on those screens and have a captive audience that you know will be there for a while…You own the whole canvas. You are not inserted into a content screen…So to run video on something like that is truly powerful.
Insider’s take: Bager’s point is not that out of home is the largest medium in current revenues. It is the largest medium in terms of the ability to reach people. Local Marketing Trends Podcast host Gordon Borrell recognized this in his comments following Anna’s interview: “Addidas had put a whole lot of money into search. And they were operating under the assumption that they were selling a lot of shoes through their website based on that lower funnel advertiser. What they learned last year was that their obsession with ROI caused them to overinvest in search and they went back to billboards. To branding…You know how they found out…in Latin America there was a breakdown in google adwords and Addidas momentarily had to stop their investment in paid search and guess what…they didn’t see a dip.”
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