OAAA Chief Marketing Officer Christina Radigan moderated an incisive conversation with OOH specialists yesterday as part of the OAAA’s Lunchbreak series. Some highlights.
Rapport President Chris Olsen on the cookieless future and out of home
It helps and hurts us. In an Apple cookieless world…it’s going to drive some dollars out of online as last touch attribution models won’t capture that piece of it as effectively as it once did…However I don’t think there’s going to be a windfall coming to out of home because of that just yet, if we do see anything it’s probably going to be fourth quarter…There are some things working in our favor. Facebook’s ad model is all pretty much cookie based. So while the dollars might shift this year to google and youtube…next year when google goes cookieless that’s when we can really capture that share…Our mobile ID data pool is going to decrease. It’s estimated that 50% of apple users are going to opt out. That means we’re going to have 50% less mobile ID’s for that carrier which gets us to probabilistic modeling versus deterministic modeling…that’s kind of a setback.
Dentsu Head of OOH Martin Porter on QR codes and out of home
When QR codes came around…5-10 years ago everyone just stuck them on anything. Oh, this is a great way of driving people to my website. Nobody was thinking about what was the user experience. You were sent to a website that hadn’t been optimized for mobile. You couldn’t really read. And so it died a death…Now that it’s built into IOS and it’s much easier to use. Clients in out of home need to think about what is the experience…If it just takes me to some generic website where I’m going to go through 15 pages to buy something then it will die again….
Talon America CEO Jim Wilson on out of home’s rebound.
We were all looking at a consistent and a strong rebound in Q3 and Q4 as a lot of brands were planning to come back for the second half of the year but over the last couple weeks we have been surprised by the number of RFP’s that are coming in with a sense of urgency around Q2…As we all know lead times and turnaround times…have shortened. But we’ve been pleasantly surprised by either new brands coming into the market or our existing brands who were just holding off….With the news around vaccines and markets opening up we are seeing clients that are picking market by market specific…
You can watch the entire conversation at the OAAA Webinar Library Page.
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