Eileen Crossin, VP LinkNYC Sales, Intersection
What do you think about the present state of out-of-home?
It’s exploding! This year has been an incredible one for our industry. We’ve seen an amazing influx of top brands test and grow their presence in digital out of home, we’ve executed campaigns that have performed incredibly well, and talked to more CEOs and CMOs about the potential OOH can unlock.
What do you think excites consumers the most about out-of-home?
I’d say what excites them now is being surprised and delighted in otherwise ordinary places (streets, train stations, etc). What I hear from friends and colleagues is their intrigue around what’s next. With hundreds of intelligent digital screens replacing static OOH billboards, advertising can now be contextual to provide valuable content to consumers in the right place at the right time.
What do brands need to do to make sure they reach the right audience at the right time in the right place?
Take the time to understand OOH. We say it every year…don’t give us your newspaper print ad for a dynamic OOH format that can bring your campaign to life in relevant, real-time ways. The most successful campaigns today are those that leverage the dynamic capabilities our industry’s networks can offer to advertisers that allow them to speak to the right consumer with the right message at the right time. This means they need to leverage context – the environment, the location, the time of day, the season. The more relatable campaigns are the ones that are changing behaviors, creating buzz and resonating in hearts and minds.
What are the top contributions data and analytics are making to OOH?
Getting the industry a (well deserved!) voice in the strategic discussion, giving us the opportunity to vie for above the line ad budgets, and attracting top talent and top brands to our industry given the potential we’re poised to leverage as a result.