Highlights from Campaign Breakfast Briefing: Out of Home


Campaign’s Breakfast Briefing kicked off with a focus on the most pressing topics in Out of Home advertising.

A group of senior industry leaders came together to discuss how digitalisation is affecting all aspects of outdoor advertising – from measurement to creativity. They explored measurement, data, metrics and transparency.

The thought leaders also spoke passionately about the creative side of OOH and new trends within digital OOH and the rise of fake OOH campaigns.

Here are some of their thoughts:

Maud Moawad, CEO at Seventh Decimal, said: ” The out of home is more than simply understanding exposure, be it reach and frequency. The out of home has the potential to provide attention metrics and what we call qualitative metrics. Qualitative metrics has a dedicated task force today that looks into an understanding, an understanding or building metrics that focus on the human perception and attention on out of home.”

Terry Mo, Head of Digital, MENA at OMD, said: “By mirroring your digital creative on out of home, we also see an increase of up to 13 per cent in engagement with your digital creative as well. That kind of brand impact is really clearly there to see that people just have that trust in a brand that they see on digital if they see that same message echoed on the format like Amazon.”

Iman Nahvi, Founder and CEO at Advertima, said: ” Retail media is disrupting the media space. So, we are talking about currently 100 billion in revenues, and it’s super incremental. The next five years, this is going to increase to more than 200 billion. The reason for that is the use of real time data. Technology enables the real time segmentation of every single individual shopper, and segmenting them in a scalable way that media buyers can actually buy them at a scalable way, using this data for targeting based on segments, using this data for measurement in real time.

And all these success factors are not available in the physical store and not in the shopping centre. So basically we bring this capabilities to the physical world. To sum up, using AI technology, sensor technology, to capture the physical shopper, the physical audience, transform them into a digital profile in real time, individually.”