Welcoming A New Era of OOH Media

Qlue Performa Indonesia

What if the billboards across the street can count the traffic and coverage of themselves accurately? Find out more.

Welcoming A New Era of OOH Media image

OOH media, or the abbreviation of out-of-home media, is advertising that reaches consumers when they are outside of their homes. OOH media is designed to grab people’s attention when they are on the go and are currently waiting in certain places like subway stations and airports. Today’s OOH media is inspired by the conventional billboard or printed advertisement.

However, when digitalization emerged, OOH media was also transformed. The conventional OOH media were only printed and static but the current OOH media, which is the one you usually see, are made of digital screens and served in motions. The placement of OOH media is also changing, we now can see them printed on a train locomotive or even on a moving car.

According to Lemonlight, the digitalized OOH is called DOOH where the “D” stands for digital. DOOH enables the dynamic and potentially interactive nature of a video advertisement. This advantage is in accordance with the traction of video content as one of the marketing channels across the globe. It is safe to say that we have faced a new way of advertising products and/or services.

Have all these DOOH utilizations already surprised you? Wait until you know that it can be enhanced in a much smarter way using AI technology. As written on Moving Walls, marketers now have the ability to track their audience movement to trace the OOH’s effectiveness. Not only to track, but AI can also allow marketers to measure them.

How is it possible? Computer vision, as a branch of AI, can help identify the demographic criteria of an OOH’s audiences. From gender to their facial expressions, computer vision can enhance the richness of the data gathered. Simply by installing an IP camera with a feature of computer vision to the OOH media, marketers can execute a data-based campaign. Hence, brands and/or companies can purchase the media that best matches its target audience, connect the dots, and count the store visits.

From the side of space and business, AI-based OOH can be also utilized to measure the number of vehicles that are passing by. These numbers are valuable to measure the amount of audience-viewing easily and determine the most precise area to place an advertisement. Not to mention, the data will be served in real-time. 

In addition to DOOH, Lemonlight mentioned that there is a new branch of DOOH called programmatic DOOH. Programmatic DOOH is designed to enable marketers to develop a set of certain criteria. This criteria is in accordance with the intended audience of a given advertisement. 

Nevertheless, DOOH also comes with some challenging conditions. The main problem of implementing DOOH is educating the advertisers, marketers, and media buyers who are used to conventional ways of advertising. These parties need to be solemnly educated about how DOOH can affect their business models which is significantly related to their future competition.

As a smart city provider based in Indonesia, Qlue realizes those challenging conditions also happen locally and wants to take part in bringing changes. Maximizing the true capabilities of QlueDashboard, Qlue is prepared to serve all the gathered data into one master platform that is surely comprehensive. Having this knowledge, marketers, companies, and/or advertisers can see their data in real-time and in the most concrete way before launching a campaign.

Altogether, it is safe to say that the future is nothing but bright for the AI and advertising world. As stated in the previous paragraphs, OOH facilitates a more relatable and personalized display for audiences. Seeing from its competitive advantages, it is the right time to start diving into AI-based advertising. 

References:

  • https://www.lemonlight.com/blog/out-of-home-ooh-media-is-going-digital-what-that-means-for-consumers-and-advertisers/
  • https://www.martechadvisor.com/articles/ads/the-future-of-ai-in-ooh-advertising-personalization/
  • https://medium.com/ipg-media-lab/how-ar-other-ai-driven-innovations-will-revolutionize-ooh-ads-4ca5344529ba

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