Ali Chraif

Campaign Middle East - - PRIVATE VIEW -

The lack of ROI mea­sure­ment is a draw­back and is putting me­dia own­ers un­der pres­sure to bring about a so­lu­tion that will do jus­tice to their me­dia and prove its ef­fec­tive­ness to clients.

In the ab­sence of any be­spoke re­search, we con­tinue to use our ver­dict, best mar­ket prac­tice, lo­ca­tion, tra­di­tional econo­met­ric mod­els re­lat­ing to ad­ver­tis­ing sup­port with hard mea­sures, mes­sag­ing and for­mat sizes. We as GroupM use an in-house qual­i­ta­tive sys­tem that rates OOH sites based on many el­e­ments such as traf­fic, prox­im­ity to the road, qual­ity of the sig­nage, neigh­bor­hood, clout, price and so on.

With the ad­vances in mo­bile data and in­ter­ac­tive DOOH (dig­i­tal OOH) be­ing the main driver of out­door growth, it is get­ting eas­ier to hit your tar­get and mon­i­tor their daily habits.

We have re­cently been hear­ing about a lot of tech­nolo­gies us­ing co­or­di­nates of mo­bile de­vices mapped around key OOH cir­cuits, cre­at­ing heat maps around cer­tain lo­ca­tions. This helps with un­der­stand­ing the traf­fic f low of cer­tain au­di­ences, cre­at­ing in­sights anal­y­sis and mar­ket re­search in­no­va­tion to power the OOH mar­ket place with the premise of dis­cov­er­ing and buy­ing au­di­ences based on their in­ter­net be­hav­iour.

The over­all com­bi­na­tion gives a steady stream of pre­cise in­for­ma­tion that is not about cars and num­bers any­more. It is all about peo­ple – where they go, what they like to buy, who they are.

I be­lieve this is still con­cep­tual and re­quires col­lab­o­ra­tion from all par­ties – clients, agen­cies and me­dia own­ers – to val­i­date its ac­cu­racy and over­all busi­ness model.

The de­vel­op­ment of out­door mea­sure­ment in the MENA re­gion is still not clear, nor if it is go­ing to come to life soon. Many have al­ready tried to pen­e­trate the mar­ket with some so­lu­tions, but hardly any have suc­ceeded on that front so far.

As a start­ing point, there needs to be a com­mit­tee to agree on a cur­rency for OOH to start pro­vid­ing an au­di­ence rat­ing ser­vice be­fore dis­cussing mea­sur­ing the at­tri­bu­tion of OOH.

This com­mit­tee should be com­prised of me­dia ven­dors, clients and agen­cies with the aim of agree­ing on the right method­ol­ogy and tech­nol­ogy to bring mea­sure­ment to OOH, since we all need to get the real mon­i­tor­ing sys­tem to mea­sure ROI.

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