On this episode of #OOH Insider, Amanda Dorenberg, President of COMMB, discusses the relationship between measurement and marketing. How can static be used in the digital world? What best practices to advance creative growth within the industry?
COMMB (Canadian Out-of-Home Marketing & Measurement Bureau) is a national, not-for-profit, organization made up of OOH operators, advertisers, and advertising agencies. They provide accurate audience measurement data and planning resources.
Takeaways
In out of office advertising, measurements and #marketing share a symbiotic relationship. If the two are managed within separate organizations, then it becomes difficult to drive comprehensive messaging as an industry.
There is a misconception that, at this time within the pandemic, no one is leaving their home except for the essentials in Ontario. There needs to be more consistent communication while touching local, regional, national and international outlets.
Static is more than digital out-of-home and #programmatic digital out-of-home. Its voice, trust factors and efficacy plays a huge role in the digital era.
Trust your instincts to do good marketing. Sometimes we get lost in the metrics because they are tangible. Use the data and measurements to create a feedback loop rather than comparing to online adverts.
“There has got to be a really strong voice in the marketplace that has the ability to compel both brand direct and major agencies to listen to what is being positioned. And to fuel that desire to be inquisitive.” ~Amanda Dorenberg
Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.OneScreen.ai
Links
LinkedIn: https://www.linkedin.com/in/amanda-marie/
COMMB: https://www.commb.ca
The Power of Static OOH In The Digital Era: https://www.forbes.com/sites/forbestechcouncil/2021/04/27/the-power-of-static-ooh-in-the-digital-era/?sh=4426bba82d22
COMMB Talks: https://www.commb.ca/talks/
Ways To Tune In
Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
Podbay: https://podbay.fm/p/the-ooh-insider-show
11:22 - 12:27
“The advancements…one in the same doing both”
COMMB uses the interdependent association between measurement and marketing to create a holistic collaboration within departments. This drives communication and a unified OOH directive.
17:17 - 18:16
“I wrote a piece for Forbes…in the coming years.”
Static plays a large part of the intrinsic ecosystem of OOH.
Dorenberg expands upon this within her Forbes article, The Power of Static OOH In The Digital Era.
19:09 - 20:30
“The focus of…different nuances with that I think.”
There is a great opportunity for communicating the value of creative. Trust your gut rather than only relying on metrics.
30:27 - 31:03
“There’s gotta be a really strong voice in the marketplace…education and communication.”
Educate the value of OOH locally, regionally, nationally and internationally while fostering an open environment for communication.