Digital-out-of-home (DOOH) advertising market size is projected to be around $16.6 billion, growing between 6-7% a year.
However, the advertising market size is around $760 Billion. So DOOH’s share in the industry is relatively small.
We believe DOOH advertising is underrated and doesn’t get enough attention from the advertisers. It is the least invasive way of advertising. Unlike other channels, (D)OOH ads are not between the person and the content s/he tries to read/watch/listen to.
---
Problems in the Industry
We notice 3 main problems in the industry and will discuss them below.
1- Old-fashioned Processes
A massive portion of the transactions in the DOOH industry is being done through manual, and let’s admit it, inefficient ways.
Campaign management is done through emails, ad-verification is done through photos, and reporting is done through Excel/PDF files - that should be collected from all the media owners separately. There is no modern advertising platform connecting buyers and sellers, where buyers can manage and track their campaigns with real-time insight (except for programmatic / automation technologies, which will be discussed later).
---
2- Lack of Control
We’d like to borrow the idea of “information asymmetry” from the economic literature, because in the (D)OOH industry, sellers have almost all the knowledge, and buyers have little information about how their budgets are spent.
---
3. Data
There is plenty of data in the internet (digital) advertising industry. It is possible to do targeting, analytics, attribution, real-time campaign tracking, and optimization.
Still, Facebook said they’d lose $10 billion in 2022 due to the new data-related limitations introduced by Apple on iPhone devices.
So we now live in a universe where privacy concerns have reversed some of the trends in the advertising world and access to audience data is becoming more and more difficult even for the digital advertising industry.
---
To summarize; we have mainly 3 types of problems with data in (D)OOH.
1- Collecting data becomes more difficult due to regulations and increasing data constraints from companies like Apple and Google.
2- Targeting an audience in DOOH is also challenging because mainly it’s a one-to-many medium and data is mostly not real-time.
3- Attribution and analytics are also challenging because of all the previous steps + still non-standardized metrics like impression multipliers.
Regulations, increasing data constraints from companies like Apple and Google, data quality, and the one-to-many nature of the DOOH medium are pushing the advertisers to question the efficiency and/or make cost-benefit analyses regarding using audience data in the industry.
---
Conclusion
Just to repeat; we believe DOOH advertising is the least invasive way of advertising. DOOH screens are not between the content people try to watch, read or listen to; they are a natural part of the content.
The Untold Story of Data in the (D)OOH IndustryAirsqreen Team
In the advertising industry, wherever you look, whoever you talk to, it’s all about data. And it makes sense because we need data to advertise more effectively and more efficiently.
(D)OOH has been suffering in this area, but many organizations and companies around the world try to connect data - especially audience data to this medium.
Though, there are still some challenges. And in this paper, we analyze those challenges in 4 main sections:
1- Data source
2- Data quality
3- Lack of universal tracking technology
4- Lack of real-time insight
-----
1- Data Sources
Let’s start with the most important one; where are we collecting data from?
Depending on the type of data, this source can change. If it’s weather data, it can come from sources like OpenWeatherMap.org. If it’s traffic data, it can come from sources like Here.com. There are many data sources out there that can provide all kinds of information needed to make the campaign more interesting.
But when it comes to the audience data, especially audience-location data, things get a little more complicated. This data is mainly retrieved from 2 sources:
Mobile apps (direct integration and/or bidstream)
Hardware installed around a screen (camera, beacon, etc.)
---
2- Data Quality
The second question we should ask is; what is the quality of the data we collect from these sources? Whether it’s weather data, traffic data, or the location data of an audience, how accurate is it?
...
When it comes to audience location data, again, things are a little more complicated. The main question we try to answer is: is the person around our ad?
If there is hardware like a BLE device around a screen, there may be highly accurate positioning of the person, but these technologies could drain a phone’s battery very quickly. Also, BLE devices usually don’t produce highly accurate positions, and sometimes 1 meter makes a big difference when you’re around a screen. And again, installing hardware is costly and not very scalable, also the regulations could become a problem.
-----
4- Real-time Insight
While we are at it, the 4th step of the graph above (Figure 2) is about trying to understand if the user was around a screen. Well, for digital ads, it’s simple, because you show the ad when the user loads the page in real-time (i.e. most likely looking at the screen).
For (D)OOH, you have to make complex (probabilistic) calculations to analyze if the user is around the screen. There is rarely real-time information available. And even if you install some sort of hardware to the billboard to get this information in real-time with higher accuracy, as the Route (UK) puts it “those exposed to the medium are constantly moving”, meaning they may not be looking at the screen.
Five Ways Media Companies Can Generate Value from AICognizant
With some up-front thinking, tight alignment with business objectives, strong data hygiene and careful project governance, content organizations can move AI from the sideline to the business core and deliver on the lofty expectations set for this still-maturing technology.
This executive summary from the Toolkit 2016 report identifies six key marketing challenges for the coming year:
1. Identifying the right "moments" to target consumers using data on consumption patterns and digital targeting.
2. Developing both data and creative skills internally to blend data-driven insights with creative work.
3. Using sophisticated models of consumer behavior to develop connection strategies that root creative and media plans in consumer data.
4. Addressing issues with digital advertising like viewability, ad fraud and ad blocking that are challenging how brands use digital.
5. Taking a more strategic approach to video by utilizing expanding formats and platforms beyond short-term campaigns.
6. Developing strategies for engaging
Improving the Economics of Mobile Marketing AdTruth
This whitepaper is intended to present a view of the current situation in mobile advertising and the trends that are shaping it today and will shape it in the future. While mobile devices are rapidly outpacing traditional personal computers as the platform of choice for consumers, marketing and advertising are currently failing to keep up and capitalize on the opportunity. We divide this whitepa- per into three sections to review the issue. The first section outlines the current landscape and economic realities for digital advertising. The second section defines and describes the key challenges facing mobile marketers and contributing to the core problem of mone- tization (or lack thereof). The third and final section provides practical advice for improving the economics of mobile advertising for everyone – both advertisers and publishers alike.
Eric Schmidt discussed the future of online advertising and information. He said the market will decide what interests people and that change is happening faster than ever. The new online advertising models are real-time, iterative, and focused on what users want based on their behaviors. The future of information will be the democratization of information with free flow of ideas and knowledge for all.
Eric Schmidt discussed the future of online advertising and information. He said the market will decide what interests people and that change is happening faster than ever. The new online advertising models are real-time, iterative, and focused on what users want based on their behaviors.
Eric Schmidt discussed the future of online advertising and information. He said everything is changing faster than ever before and the market will decide what interests people have. The new online advertising models are real-time and iterative, with customers having more choice and control over what they see.
Eric Schmidt discussed the future of online advertising and information. He said everything is changing faster than ever before and the market will decide what interests people have. The new online advertising models are real-time and iterative, with customers having more choice and control over their experience.
The Untold Story of Data in the (D)OOH IndustryAirsqreen Team
In the advertising industry, wherever you look, whoever you talk to, it’s all about data. And it makes sense because we need data to advertise more effectively and more efficiently.
(D)OOH has been suffering in this area, but many organizations and companies around the world try to connect data - especially audience data to this medium.
Though, there are still some challenges. And in this paper, we analyze those challenges in 4 main sections:
1- Data source
2- Data quality
3- Lack of universal tracking technology
4- Lack of real-time insight
-----
1- Data Sources
Let’s start with the most important one; where are we collecting data from?
Depending on the type of data, this source can change. If it’s weather data, it can come from sources like OpenWeatherMap.org. If it’s traffic data, it can come from sources like Here.com. There are many data sources out there that can provide all kinds of information needed to make the campaign more interesting.
But when it comes to the audience data, especially audience-location data, things get a little more complicated. This data is mainly retrieved from 2 sources:
Mobile apps (direct integration and/or bidstream)
Hardware installed around a screen (camera, beacon, etc.)
---
2- Data Quality
The second question we should ask is; what is the quality of the data we collect from these sources? Whether it’s weather data, traffic data, or the location data of an audience, how accurate is it?
...
When it comes to audience location data, again, things are a little more complicated. The main question we try to answer is: is the person around our ad?
If there is hardware like a BLE device around a screen, there may be highly accurate positioning of the person, but these technologies could drain a phone’s battery very quickly. Also, BLE devices usually don’t produce highly accurate positions, and sometimes 1 meter makes a big difference when you’re around a screen. And again, installing hardware is costly and not very scalable, also the regulations could become a problem.
-----
4- Real-time Insight
While we are at it, the 4th step of the graph above (Figure 2) is about trying to understand if the user was around a screen. Well, for digital ads, it’s simple, because you show the ad when the user loads the page in real-time (i.e. most likely looking at the screen).
For (D)OOH, you have to make complex (probabilistic) calculations to analyze if the user is around the screen. There is rarely real-time information available. And even if you install some sort of hardware to the billboard to get this information in real-time with higher accuracy, as the Route (UK) puts it “those exposed to the medium are constantly moving”, meaning they may not be looking at the screen.
Five Ways Media Companies Can Generate Value from AICognizant
With some up-front thinking, tight alignment with business objectives, strong data hygiene and careful project governance, content organizations can move AI from the sideline to the business core and deliver on the lofty expectations set for this still-maturing technology.
This executive summary from the Toolkit 2016 report identifies six key marketing challenges for the coming year:
1. Identifying the right "moments" to target consumers using data on consumption patterns and digital targeting.
2. Developing both data and creative skills internally to blend data-driven insights with creative work.
3. Using sophisticated models of consumer behavior to develop connection strategies that root creative and media plans in consumer data.
4. Addressing issues with digital advertising like viewability, ad fraud and ad blocking that are challenging how brands use digital.
5. Taking a more strategic approach to video by utilizing expanding formats and platforms beyond short-term campaigns.
6. Developing strategies for engaging
Improving the Economics of Mobile Marketing AdTruth
This whitepaper is intended to present a view of the current situation in mobile advertising and the trends that are shaping it today and will shape it in the future. While mobile devices are rapidly outpacing traditional personal computers as the platform of choice for consumers, marketing and advertising are currently failing to keep up and capitalize on the opportunity. We divide this whitepa- per into three sections to review the issue. The first section outlines the current landscape and economic realities for digital advertising. The second section defines and describes the key challenges facing mobile marketers and contributing to the core problem of mone- tization (or lack thereof). The third and final section provides practical advice for improving the economics of mobile advertising for everyone – both advertisers and publishers alike.
Eric Schmidt discussed the future of online advertising and information. He said the market will decide what interests people and that change is happening faster than ever. The new online advertising models are real-time, iterative, and focused on what users want based on their behaviors. The future of information will be the democratization of information with free flow of ideas and knowledge for all.
Eric Schmidt discussed the future of online advertising and information. He said the market will decide what interests people and that change is happening faster than ever. The new online advertising models are real-time, iterative, and focused on what users want based on their behaviors.
Eric Schmidt discussed the future of online advertising and information. He said everything is changing faster than ever before and the market will decide what interests people have. The new online advertising models are real-time and iterative, with customers having more choice and control over what they see.
Eric Schmidt discussed the future of online advertising and information. He said everything is changing faster than ever before and the market will decide what interests people have. The new online advertising models are real-time and iterative, with customers having more choice and control over their experience.
Presentation by Eura Nova on disruptive trends & business models due to cloud computing solutions - presented at sales summit 2 by Minds&More (oct 9, 2013); presented by Eric Delacroix of Eura Nova ...
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The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
The document discusses emerging trends in marketing automation in 2011, including:
1) The emergence of Revenue Performance Management (RPM), which allows marketing to track ROI and quantify their impact on revenue. New tools from Marketo and Eloqua focus on RPM.
2) Data management and finding the right talent will be critical challenges for optimization. Integration of new channels and understanding the technology will also be important.
3) A shared focus on revenue generation between sales and marketing through new analytics tools may drive further adoption of automation in 2011. The changing B2B buyer is also driving a new sales and marketing alignment paradigm with a joint focus on revenue.
Technology is tempting some big names to do media buying themselves and cut out agencies, but as John Dunne argues, it’s not a binary decision. For more on this visit www.ignitedigital.ie or follow us on @IgniteDigitalIE
This document provides an overview of programmatic media and its relationship to mobile advertising. It defines programmatic media as the automated buying and selling of digital ad space through platforms. Programmatic allows for high audience segmentation, real-time campaign monitoring, and more agility. While technology enables programmatic, human strategy and decision making are still needed. The majority of US media buyers plan to increase their programmatic spending as more than two-thirds of US digital ads are expected to be bought programmatically in 2016. Mobile programmatic spending is growing rapidly and is projected to receive $15.5 billion in the US in 2016, driving the rapid adoption of programmatic media.
As far as digital marketing is concerned, attribution is unquestionably one of the major stakes in these last years. Nevertheless, the concept of attribution still seems to be a fuzzy subject. So what exactly is attribution and which model should you choose?
It is in order to answer these questions that a taskforce lead by Facebook dealt with the challenges of attribution.
The document discusses the changing media landscape and the rise of digital media. It notes that most companies now use digital channels like social media for advertising due to the large number of online users. The document then covers digital marketing in more detail, explaining the techniques used and how digital media allows companies to better track campaign performance. It also discusses the costs, opportunities, and challenges of digital media advertising for companies. Several Australian company case studies are presented that demonstrate how digital marketing can increase sales and expand business.
GroupM Brand Safety Playbook For MarketersSocial Samosa
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This document provides an overview of current issues impacting brand safety. It discusses how third-party cookies are being deprecated due to privacy regulations like GDPR and CCPA. This could impact third-party measurement which is important for transparency. Other issues discussed include deepfakes threatening trust, the need for transparency, and concerns about being overly cautious with brand safety. Specific challenges are outlined for connected TV, digital out-of-home, location data, audio, and gaming environments. The document aims to assess potential future shifts and provide guidance on these evolving brand safety issues.
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ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
This document discusses an advertising product called "Earn Cash Yearly" or "Make Money With Google" that claims to teach a secret method for making money using Google Adsense and Clickbank. The reviewer critiques the sales page, noting that Adsense and Clickbank are not unique or secret platforms. The reviewer is skeptical of claims that one can set everything up in a day and begin making thousands, as the process typically requires more time and effort. The reviewer does not recommend or affiliate with this product.
If anything typifies the ambitions of modern marketers, it’s the “O” word — omni channel. We give much lip service to this common goal of engaging customers in seamless and timely experiences across touch points. The primary reason for that is the actionable environment in which campaign deployment happen – a siloed state due to focus on Product centricity instead of customer centricity.
LUMA Digital Brief 010 - Power to the PeopleLUMA Partners
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Paper Presentation "Opportunities & Challenges For New Outlook In Global Work...Sonali Srivastava
This research examines the opportunities and challenges of new ideas in global marketing and business brought about by evolving technology. Traditionally, global business required crossing national boundaries, but technology now allows businesses to operate globally from a single computer. While technology has increased opportunities through remote work and expanded markets, it also poses challenges for companies in managing large customer databases and adapting to rapid changes. The future of marketing will rely heavily on technology, data collection, and personalized multi-channel campaigns tailored to individual customers. Marketers must master multiple promotion methods and new media to effectively balance cross-channel interactions and measurements.
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
The document discusses changes in the tech industry around data privacy and targeted advertising. It summarizes Apple's IOS 14.5 update which allows users to opt out of app tracking, with over 62% of users doing so. It also discusses Google's plan to phase out third-party cookies and replace them with Federated Learning of Cohorts (FLOC) grouping users into anonymous interest cohorts. The implications for advertisers are that targeting may become less precise, costs per click may rise, and media budgets may need to be split between targeted and contextual strategies. Tech companies are seeking to balance privacy and their ability to effectively monetize through advertising.
Lessons can be learned from the web and the mobile industry to help Digital Out of Home reach its “tipping point.” Those lessons reinforce that media needs to be more measurable and more engaging, and networks need to offer less friction to brands and agencies wishing to reach their audiences across multiple channels.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
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5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
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Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
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Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
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From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
2. Executive Summary
Unlike other advertising channels, (D)OOH ads are not between the person and the content s/he
tries to read/watch/listen to. So they’re not invasive, they look cool, yet, DOOH’s share in the
overall advertising market is very small.
There is a great opportunity for this industry to grow very fast, as internet advertising is
becoming more and more inefficient. In early February (2022), Facebook said they’ll lose $10
billion in 2022 due to the data limitations iOS introduced. This money (and more) will have to
shift to other channels, and DOOH could benefit from it.
But to do that, some problems the industry faces have to be solved.
1- It has to replace old-fashioned processes with modern advertising platforms.
2- It has to provide a control mechanism to buyers and increase transparency.
3- It has to solve audience-data-related problems, or just be patient while internet advertising
loses its data-related advantage.
Current trends in the industry are around programmatic / automation, ad-verification, and
improving audience data capabilities. We believe all of these trends and innovations around
these concepts will accelerate the growth of the industry.
We also believe this industry has great potential and a bright future.
▶ More details in the upcoming pages.
1
3. Introduction
Digital-out-of-home (DOOH) advertising market size is projected to be around $16.6 billion,
growing between 6-7% a year .
1
However, the advertising market size is around $760 Billion . So DOOH’s share in the industry is
2
relatively small.
We believe DOOH advertising is underrated and doesn’t get enough attention from the
advertisers. It is the least invasive way of advertising. Unlike other channels, (D)OOH ads are not
between the person and the content s/he tries to read/watch/listen to.
Yet, we accept it has some major problems.
In this whitepaper, we will discuss some of these problems, potential solutions, and some of the
trends we observe in the industry.
Problems in the Industry
We notice 3 main problems in the industry and will discuss them below.
1- Old-fashioned Processes
A massive portion of the transactions in the DOOH industry is being done through manual, and
let’s admit it, inefficient ways.
Campaign management is done through emails, ad-verification is done through photos, and
reporting is done through Excel/PDF files - that should be collected from all the media owners
2
https://www.wsj.com/articles/advertising-market-keeps-growing-much-faster-than-expected-forecasters-sa
y-11638784800
1
https://www.statista.com/outlook/amo/advertising/out-of-home-advertising/digital-out-of-home-advertising/
worldwide
2
4. separately. There is no modern advertising platform connecting buyers and sellers, where
buyers can manage and track their campaigns with real-time insight (except for programmatic /
automation technologies, which will be discussed later).
Yes, some media owners provide dashboards, but two problems there;
I. Buyers have to log in to multiple dashboards, i.e. no centralized platform.
II. There is no verification of the data that is displayed on those dashboards.
While the industry is trying to modernize itself in many different ways, still a major portion of ad
budgets is spent as described above.
2- Lack of Control
We’d like to borrow the idea of “information asymmetry” from the economic literature, because
in the (D)OOH industry, sellers have almost all the knowledge, and buyers have little information
about how their budgets are spent.
Let us explain what we mean. Please have a look at the figure below.
Figure 1
This is a simplified illustration of how a DOOH campaign process flows.
1. Brands talk to the agencies.
2. Agencies talk to the media owners, create a plan, and get approval from clients.
3
5. 3. Media owner sales-people talk to the ad-ops people and make sure the campaign starts.
4. Ad-ops people enter campaign information into their screen management software
(CMS / digital signage).
5. Ads are played on the screens and verified by photos taken by media owners and/or 3rd
party companies.
The main problem with this flow is that buyers lose control after the 2nd step.
Figure 2
They usually don’t know how accurately the campaign information is communicated to the
ad-ops teams (3rd step), how it is entered into the screen management software (4th step), and
whether there was a problem/error during the campaign progress on any one of the screens (5th
step).
4
6. Figure 3
We said earlier that sellers have almost all the information. We said it like that because in some
cases media owners also don’t know what happens with their own screens. Sometimes their
ad-ops teams make some data-entry mistakes, or the screen management software they use is
not functioning in the way they expect, and they only hope that it works properly.
In some of the campaigns that run through our (Airsqreen’s) platform, we see discrepancy
issues up to 87% between what was planned and what was delivered - and in many cases,
media owners are not even aware of these issues.
This lack of transparency and control is one of the major problems in the industry.
3. Data
There is plenty of data in the internet (digital) advertising industry. It is possible to do targeting,
analytics, attribution, real-time campaign tracking, and optimization.
Still, Facebook said they’d lose $10 billion in 2022 due to the new data-related limitations
introduced by Apple on iPhone devices .
3
3
https://www.cnbc.com/2022/02/02/facebook-says-apple-ios-privacy-change-will-cost-10-billion-this-year.ht
ml
5
7. So we now live in a universe where privacy concerns have reversed some of the trends in the
advertising world and access to audience data is becoming more and more difficult even for the
digital advertising industry.
(D)OOH industry has been suffering in this area. Thankfully some organizations like Geopath
and some innovative companies have been tackling this problem and trying to connect audience
data with the DOOH ads. Yet, we believe there is still some work to do in this space.
Even if we could very accurately measure audience profiles around a screen, we’d still have two
more problems: 1) this is a one-to-many medium, and 2) the data is mostly not real-time. So the
nature of DOOH advertising makes it difficult to deal with audience data.
Figure 5
To summarize; we have mainly 3 types of problems with data in (D)OOH.
1- Collecting data becomes more difficult due to regulations and increasing data constraints
from companies like Apple and Google.
2- Targeting an audience in DOOH is also challenging because mainly it’s a one-to-many medium
and data is mostly not real-time.
3- Attribution and analytics are also challenging because of all the previous steps + still
non-standardized metrics like impression multipliers.
Regulations, increasing data constraints from companies like Apple and Google, data quality,
and the one-to-many nature of the DOOH medium are pushing the advertisers to question the
efficiency and/or make cost-benefit analyses regarding using audience data in the industry.
6
8. Potential Solutions for the Problems
We mentioned some of the major problems the industry faces. Below there are some suggested
potential solutions to these problems.
1- Old-fashioned processes -> Automation
As discussed before, a vast majority of the DOOH budgets are spent in manual ways. The good
news is that these are digital screens, so the process can be automated.
One solution is programmatic advertising, which proved to be very successful in the internet
advertising world. Indeed programmatic budgets have been increasing in DOOH, and some
clients benefit from these technologies.
Another solution is automation tools for existing processes. In the programmatic jargon, this is
known as programmatic direct, where there are guaranteed ad plays/duration in return for a
guaranteed budget. This is no different than an ordinary campaign, it’s just using technology to
bring the efficiency and control of automated flows vs. manual old-fashioned flow.
Here’s a quick comparison table between programmatic vs. automation tools:
Conventional Programmatic Automation / Programmatic
Direct
Control on Campaign Yes Yes
Inventory Type Unsold Premium
Real-time Insights on
Campaign Progress
Yes Yes
Real-time Bidding for the
Ad-Space
Yes No
Automating the Processes Yes Yes
2- Lack of Control -> Full Control
7
9. Instead of showing the ads manually, using technology to run the campaign would give full
control over the process to everyone involved, especially to the buyers. Not to mention it would
be much more efficient to manage the process with technology.
Figure 6
For instance, our advertising platform connects buyers and sellers on a single platform through
a programmatic direct model, which means bringing control, efficiency, and transparency with no
additional technology layer required. But there are other technology companies out there that
can serve the same purpose.
The goal here should be leaving manual processes behind and automating all possible flows
through technology. Once this is achieved, the industry will become much more efficient and
increased buyer confidence will lead to a much higher growth rate than ever before.
3. Data
There are many companies out there trying to connect audience data to the DOOH industry.
Some of them rely on hardware-based solutions, which are not easily scalable. Most of them try
to do that by collecting location data from mobile devices - either from the apps they partnered
with or from the bidstream data (or a combination of these two).
We think this will be gradually more challenging because most likely mobile operating systems
will keep increasing the constraints in collecting and using audience data.
8
10. Organizations like Geopath (US) and Route (UK) also try to tackle the problem regarding
audience data and continuously improve their systems to help the industry . So there is
4
definitely progress in this area.
But our guess is contextual data will be more important when it comes to identifying relevant
audiences. So, targeting an audience at a gym or a high-end shopping mall or an airport with
relevant messages will probably lead to better results.
Figure 7
In any case, we recommend testing any data point that is available, seeing the results and
optimizing accordingly.
But here’s the good(?) news: audience data is becoming problematic for internet advertising as
well. So while the DOOH industry has been trying to become like internet advertising, internet
advertising may become like DOOH.
That means, maybe this problem will be solved in an unexpected way; advertisers will have to
accept that audience targeting is not performing as it used to be and will start looking for
alternative channels to the internet.
This could be indeed happening right now and Facebook’s $10 billion lost revenue could be
looking for a new home.
Some Trends in the Industry
We observe below trends in the industry:
4
https://www.youtube.com/watch?v=uHMjTVxNj_I
9