To celebrate the second year of the JCDecaux Programmatic DOOH Live Awards this Spring, NDA caught up with the judging panel of industry experts to find our what they are looking for in this year’s entries.
Next up is Ben Carter, CMO, Carwow.
What do you see as the primary benefits of programmatic activation in OOH?
It’s brilliant to be able to target specific audiences and feed data signals to drive relevance. It’s also great to be able to tailor messaging and creative based on targeted audiences
How can digital OOH fit into clients’ existing attribution and effectiveness models?
The attribution challenge with OOH is that it is very hard to identify the ‘impression’ on a geo-fenced basis. Digital OOH obviously solves that and it can give a much better view from an attribution perspective. In terms of measurement/effectiveness then Digital OOH gives us an opportunity to run incrementality/hold out tests by running campaigns digitally in some areas vs not running in in other areas.
How will clients and agencies use data for targeting and measurement over the next 2-3 years?
I’d expect the use cases to evolve from being quite one dimensional utilising one data set to using several different data-sets as well as contextualised data- all of which will give a different level to measurement.
What are you looking for from the award entries?
Creativity, bravery and data driven ingenuity.
This article originally appeared on New Digital Age.