With media saturation at an all-time high, CMOs and marketers need to constantly challenge their assumptions. This means seeking out new data to understand the customer journey. The reality is the effectiveness of digital, social, and mobile ads is on the decline. More than 30% of people are using ad blocking on their smartphones. Not to mention there are also fraud and other challenges.
Ultimately, CMOs and marketers want to deliver a perfect mix of content, messages, and experiences based on where and what the consumer is doing at a particular moment. And, matching up the content your brand serves to customers to deliver a relevant experience is as much about where as it is about when.
In line with this, brands across categories are shifting their marketing dollars to invest in out-of-home (OOH) and digital OOH (DOOH) advertising. Then, they couple that with hyperlocal mobile campaigns to cut through the noise.
To delve deeper into this trend, I spoke with Ben Billups, CEO of Billups, the largest independent OOH agency in the country, which works with top brands across categories. I also spoke with Grant Leech, vice president of brand marketing at U.S.Cellular and Joe Whitney, chief commercial officer with Sierra Nevada Brewing Co., who explained why and how they used OOH in their latest campaign.
A More Dynamic Customer Journey
In the past, there was a lot of guesswork by marketers. They used broad segmentation and backward-facing data to target when to execute content and media at a given time. Today, marketers have more rich data at their fingertips than ever before. This helps them to not only understand when and what channel to serve their content on, but also where and how.
