Talking about efficiencies: Why should OOH companies care?

While most media is in decline, out of home is growing – particularly digital OOH – because unlike television or radio, and pretty much any form of online advertising, consumers can’t block or skip the content – writes Ayuda APAC managing director Rémi Roques

If you’re not getting in on out of home advertising, you’re missing out on something big. What’s more, when you do invest in it, you have to make sure you’re getting your efficiencies right. Sounds boring, but it’s the most important part.

The Asia-Pacific region is the largest market for OOH media in the world. Making up US$13 billion in sales last year, the region accounts for 5.6% of global market share. In Japan alone, US$4.6 billion was spent on the medium, while spending in China has reached US$4 billion. While most media is in decline, OOH is growing. This is probably because with OOH – unlike television or radio, and pretty much any form of online advertising – consumers can’t block or skip the content.

The brands involved in OOH advertising are also becoming more diverse with companies like Spotify, Amazon, Apple, Netflix, and Hulu are putting more and more of their ad spend into the sector. In fact, one media insider recently told advertisers there’s never been a more exciting time to be in the OOH industry.

OOH can thank digital for its explosive growth. Within the last two years, digital OOH has grown by 30%. Many outdoor companies in APAC are making the transition to digital platforms, giving them more control over campaign execution, location, timing, message frequency and audience measurement.  

Which leads me to question: Are the OOH operators investing in DOOH thinking about their efficiencies?

It’s easy to get caught up in the momentum of change, and forget about the backend system that supports all these shiny new toys in the world of DOOH. But what’s the point in delivering a visually beautiful, creative or innovation campaign if you can’t guarantee whether it actually accomplished anything?

DOOH operators need to have an ad tech platform that can keep their campaign executions running at their absolute best. At Ayuda Media Systems, we help OOH companies make the most out of their operational efficiency, through our custom technology that rolls the entire outdoor process into one easy-to-use, cloud-based software.

For Ayuda’s partners, it’s never been easier to manage the sales, inventory, and invoicing aspects of the entire OOH suite. We offer customised user support, pilot programs and training, as well as helping with operational set-up via our team of client services mentors. With Ayuda, you can run your operations in a more time and cost-efficient manner, and treat your advertisers to bespoke campaign executions.

In Australia, one of the fastest growing OOH media owners, Shopper Media Group has powered up its operations with Ayuda. “We have achieved exponential growth in the media landscape. Ayuda Systems have played an integral part of our vast growth by enabling us to have an intelligent ad tech platform that is easy-to-use and customisable, coupled with innovative software tools to help us drive our entire out-of-home workflow.

“In an age of fast-changing and disruptive technologies, Ayuda represents the gateway to state-of-the art programmatic applications, bespoke campaign executions and live reporting, leading the DOOH technology to new heights”, explains Ben Walker, CEO of Shopper Media Group Australia.

Operating since 2003, we’ve been a significant part of the digital revolution in outdoor advertising since the beginning. With our ad tech solutions, we’re able to help our clients make the move to digital in a fast and safe way, and start doing new and exciting things with their platform.

DOOH is leading the way for creativity and innovation in the APAC region. To launch the new Galaxy S10+ phone, Samsung recently partnered with JCDecaux to bring the bus stops of Singapore’s busiest streets to digital life. In a ground-breaking campaign that connected with more than 1.5m Singaporean commuters, OOH panels doubled up as charging stations, highlighting the brand’s wireless charging feature.

JCDecaux is also set to offer airport audience measurement at Paris Aéroport and Changi Airport Singapore before being rolled out across major international hubs. Clear Channel, another influential player in the OOH space, is reportedly moving closer to programmatic in APAC with the launch of Play+, an audience-understanding video analytics system.

In the DOOH space, the opportunities are endless. Some are asking exciting questions about the future of the medium, with artificial intelligence billboards posing a potential revolution to the industry, while the digital space will become even more competitive with the 5G Asia rollout.

At Ayuda, we are excited and proud to be the ad tech platform of choice for DOOH operators. Recently acquired by Broadsign, we are going to merge our complimentary companies to provide OOH media owners with a holistic approach to the ad tech offering. Together we’re keeping the blood pumping through the digital heart of the OOH workflow via our intelligent, bespoke, cloud-based solutions.

There’s no time to waste for OOH operators seeking to grow their business or seeking DOOH innovation, without the support of a powerful ad tech platform. To find out about how we can help you improve your operational efficiencies and guaranteed successful OOH campaign executions for brands, visit the Ayuda website.

Rémi Roques is the Ayuda APAC managing director

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