“I’m hearing from agencies that 2015 will be the year of engagement for digital out-of-home,” says Margit Kittridge, vice-president digital director at Titan [1], New York.
[2]Kittridge, who will be among the lineup of prestigious speakers during The DailyDOOH Investor Conference [3], centerpiece of New York Digital Signage Week [4] in October, touched on many topics during an interview with us last week, but consumer response and the growing use of beacons were the main focus.
Consumers are spending more time outdoors and using mobile devices, and these will all bring attention to digital out of home, with beacons playing a big role in consumer response, she said.
“Beacons are a great way to bring all audience targeting to the street,” says Kittridge. “In fact, I think that beacons will be the new pixel of the real world.”
The industry is paying a lot of attention to the connected consumer, Kittridge says. “In fact, the IAB (Internet Advertising Bureau [5]) is starting a DOOH committee, which shows that the whole industry is serious about the future.”
Granted, she says, there are still challenges, including media fragmentation; the source of budgets – eg. do you take it from TV; and the fact that there is still search for a real standardized measurement for performance, and a common currency. However, with measurement and analytics of prime importance, she feels that Nielsen [6]’s On-location Report currently offers the best measurement available. She also noted that TAB (Traffic Audit Bureau [7]) is starting to look seriously at DOOH.
Kittridge also discussed programmatic buying for DOOH and its efficiency. She says that it is possible to target specific audiences with programmatic, and that there is a big push in agencies to use it.
We asked Kittridge whether programmatic buying will result in lower revenues for DOOH networks.
“Not if you know how to use it,” she says. “Don’t forget that the CPMs will be decided by the media vendors.”
Kittridge says that Titan’s transit rail platform offers a great opportunity for advertisers to target and connect with consumers because there is a long dwell time, there is scale, and it offers a chance to relate to consumers based on their past behavior.
“We’ll all be part of the connection with the Internet of Things,” she says. “For performance, mobile data will be our saviour. And beacon technology will bring us the best connections.”
You can register for The DailyDOOH Investor Conference here [3].
10.00 The Responsive Digital Display | Margit Kittridge | VP, Digital Director | Titan
Advertisers and marketers are trying to figure out how to balance art + science and incorporate digital out-of-home and digital placed-based networks into media plans and automated buying platforms. Advanced technology solutions are turning digital displays into real world computers.
Leading technology companies like Qualcomm Gimbal are re-inventing audience re-targeting with proximity beacons but will these bring much needed ‘big data’ and ‘responsiveness’ to the digital displays that are all around us?
In this session, we will look at how digital out-of-home and digital place-based displays can become responsive and be an integral part of the internet of things.