Quividi organized its first #EngageDOOH Conference with its partners Adtower Digital Media and Intel, in Dublin, on December 3rd.
In front of a full room, we discussed how real-time audience data for digital out-of-home (DOOH) is creating new revenue opportunities for marketers.
David Roth, CEO WPP Retail, keynoted the event. He explained that DOOH can play an instrumental role in the “third era of retail”, if and only if it manages to become a 3A medium (i.e. Addressable, Accountable, Attributable).
Adtower’s CEO Vincent Whelan, Sales Manager Anthony Green and Marketing & Media Consultant John Holland explained the company’s journey from paper to pixels, as it has now become the largest DOOH brand in Ireland. The network counts 350+ sites, all equipped with Quividi’s technology, in key retail environments thanks to partnerships with BWG Group, Musgrave Group and Maxol.
Adtower is also relying on Quividi’s data to transact programmatically. Samantha Griffin, Programmatic Strategist at Omnicom Media Group, went on stage to share her learnings after orchestrating the first programmatic campaign for a large telco company on Adtower’s network, resulting in a 54% sales uplift. More details to come.
Paolo Prandoni, CSO Quividi, shared our perspective on DOOH Audience Impressions. With digital audience measurements converging through the actions of bodies such as 3MS, it’s critical for DOOH network operators to comply with the future cross-platform audience measurement standard requirements. Quividi addresses these requirements and can future-proof any DOOH network’s programmatic strategy. More details on our recent Audience Impressions Whitepaper here.
Maroun Ishac, Director – Business Development; Retail Solutions Division at Intel, explained the company’s vision of the DOOH’s future: a digital media that is Addressable, Accountable and Attributable, at scale. If we were to do that, he says, the DOOH market could become a $35B market by 2025 (source: Xaxis 2019).
Finally, in a panel moderated by Suzanne McElligott, CEO IAB Ireland, Ciara Markey, Client Director Mediaworks, Maroun Ishac and Ke-Quang Nguyen-Phuc, CEO Quividi, explored further the transformations that are affecting audience measurement for DOOH, the “holy grail” of cross-media compatibility, and real cases that leverage contextually data-driven and programmatic DOOH campaigns to increase ad engagement and in-store sales.