Jason Kuperman is Chief Product Experience Officer at OUTFRONT Media where he helps advertisers, agencies and consumers to get the most out of OUTFRONT’s digital billboards. Prior to joining OUTFRONT, Kuperman worked at TBWA and the Omnicom Group holding company. Insider talked with Kuperman this week.
Why does out of home work?
It lives in the environment where people live their lives. It’s in real life and at a scale that’s almost beyond other media…When it’s done right it has a huge impact.
The disadvantages of online advertising
Despite online advertising being intelligent and targeted at the end of the day it is small – small banners – and if it is not small and it breaks through…it’s pretty interruptive and disruptive to your experience….I spent 17 years…in online advertising but at the end of the day you had very little creative impact. What you gained in that 1 to 1 targeting and relevancy you often lost in creative format.
What you’re seeing in out of home…is similar levels of intelligence from digital advertising but the messages are on these huge canvases that actually have massive creative impact. There’s no bot traffic. There’s no ad-blocking.
The 2019 Nielsen study found that 66% of smartphone users took action on their device after seeing an out of home ad.
Out of home ends up working harder to make other media work harder. What came to mind reading the Nielsen study is that…66% of smartphone users took some type of action on their devices after seeing some sort of out of home ad.
When we were first starting to build websites and online experiences for clients I remember an account director at Chiat Day came to me and said “this is great what you guys are doing but how are people going to know about it and get to it.”…Out of home still acts as the town crier or public address system that notifies people of something that they can engage with…There was a recent study from Omnicom media group that found when out of home is in the media mix the effectiveness of search increases by 40%…Out of home doesn’t necessarily have to tell the whole story, but it certainly can be the start of it to get people to go online, or in-store and find out more.
On OUTFRONT’s liveboards.
We call the most recent technology that we’ve been rolling out Liveboards. We use the word “live” intentionally to mean a lot of things. One of the most powerful reasons why we call them Liveboards is because they exist in in the environments people live their lives.
On adding “surprise and delight” moments into content appearing on Liveboards.
We are trying to create a much different experience that people can have with the Liveboards…Out of home has always done a great job of delivering value to advertisers…we have a profound responsibility to deliver more value to audiences. If we are going to be putting tens of thousands of these screens in an environment the last thing we want to be doing…is creating some similar to the experience of popup ads…So we are really focused on developing customer experience content that provides relevant transit information for audiences on the go but also entertainment that might provide that moment of unexpected delight….We launched a partnership with MOMA where every month they are curating three pieces of art…to put up in the New York transit environment.
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