Invidis was on hand for the World Out of Home Europe Forum in Milan. In a WOO keynote, Ströer co-CEO Christian Schmalzl identified DooH as a key reason for the extraordinary growth of outdoor advertising. However, the traditional strengths of OoH must always be taken into account. Schmalzl noted that digital is becoming more and more important, but classic OoH should still be taken into account
Here are three points he emphasized in his presentation.
- Converting traditional locations into digital screens must go hand in hand with leveraging the new opportunities for creative and effective solutions for advertisers. “It’s not about the hardware – it’s about the result and the ROI for the customers.”
- OoH, and even more so digital out-of-home, have the smallest carbon footprint of all relevant media channels – so it is a great opportunity to work with market partners to create more sustainable marketing plans .
- In particular, the digital infrastructure of media owners offers many opportunities to create additional benefits for municipalities and the public: it can be used as an information tool for citizens, as an element of traffic management in cities, as a component of public warning systems and as a marketing platform for cultural.
Both the impact of large visual representations on the public and the limited opportunities for local targeting campaigns and local customers require greater focus from sales teams and possibly additional investment to protect the entire industry infrastructure in the long term.
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