Three years ago, I decided to overcome my biggest challenge: How to measure D/OOH? With one main question dominating my thoughts, “How to transfer the knowledge of online advertising to the D/OOH universe?” That is when my journey building “The Neuron” started.
The convenience nowadays of booking an online campaign using ad networks or social media platforms was the main drive for me. Observing meticulously the ease and configuration of these campaigns was the catalyst. The end result was crystal clear, however I needed a lot of parameters to make it viable. I still needed the two most crucial elements:
- The audience measurement
- The automated process of online platforms
Automating the trading process was a milestone, but still, it was a partial solution to the seller. The real revolution was to successfully achieve audience measurement and define attributes that will guarantee highly targeted campaigns with new revenue streams even to small advertising budgets; the buyers.
The ever-changing media scene, the access of the millennial generation to the advertising industry, the proliferation of home grown retail concept, the advancement in digital display technology and so many other factors will always create pressure on OOH media owners to reach potential buyers at the right place, the right time and most importantly at the right price. Traditional selling methods are no longer a sufficient option.
The advertising industry was not the first to go down this line of evolution. The travel industry, for example with platforms such as Booking.com or Expedia are pioneers to look at and learn from. What do such platforms own? They own information and insight. Their success is based on their ability to illustrate their understanding of the individual needs and preferences of their target audience. It’s not about the technology, it’s about being customer-centric.
