Agility in Times of Crisis: COVID-19 and OOH

Agility in Times of Crisis: COVID-19 and OOH

There's no question that COVID-19 has brought several industries to a near standstill, and we're still seeing its global impact change on a daily basis. The pandemic has brought up important questions for businesses of all kinds — especially an industry like Out-Of-Home (OOH) advertising.

What happens when our OOH audience isn't actually out of home? How do we reach consumers that, instead of going about their daily routines, are at home social distancing (and probably on their couches)?

Maybe we don't try to reach them through OOH channels. Instead, we could offer something that makes our OOH platform more effective and trackable in the long-term. We want to be in even better shape for when people return to the streets and when OOH is back in full force.

In the meantime, we’ll leverage the most targetable advertising medium to reach consumers where they are spending the most time at home and in front of their screens.

Connected TV Retargeting

With more and more consumers remaining in their homes it makes sense that screen time in general — and streaming services in particular — are trending upwards. According to Nielsen Americans are known to stream 61% more TV content during a crisis.

Now more than ever connected TV is the place to be.

With the rise of smart TVs, mobile streaming, and a mob of over-the-top (OTT) devices and services, one-to-one engagement is becoming even more powerful. Last year over 190 million Americans were streaming content. This makes hyperlocal and precision targeting possible to an extent that no one dreamt of just a few years ago.

Different from broadcast TV that reaches consumers over an established network, connected TV uses an internet connection to stream content via an OTT device.

What does that mean for advertisers? It means a conduit for dynamic ad placement that's as sophisticated as it gets. Digital and connected TV advertising all but guarantees relevant impressions that are driven by data — data that's accurate, trackable, and precise.

A Complete Full-Funnel Strategy

Now, what if we linked the power of dynamic OOH advertising to the growing arena of digital and connected TV? The numbers really speak for themselves. According to Outfront, consumers are 48% more likely to engage with a mobile ad when they've already been exposed to the brand or product via OOH.

Multi-touch points have a huge impact and pairing connected TV advertising to those OOH channels just might be the powerhouse combo you've been looking for.

Agility is always an essential part of a business. In times of crisis, it's even more crucial.

Harnessing the power of connected TV advertising and merging it with strong OOH channels makes sense for today's climate. But it's also a smart and forward-looking move for advertisers and brands looking to leverage data to reach their customers .

Craig Cook - Chief Executive Officer -