Thomas Michelou, Chris Ross [1] and Chris Mawdsley [2] were three early speakers with a brand and content focus at The DailyDOOH Media Summit held at BAFTA in London last Tuesday:
- Thomas Michelou, founder, Koffeecup [4] got off to a nervous start – it was his first public speaking engagement, Ed but was soon wowing the audience with some great content examples, all intermingled with his reasons why they were great.Michelou had an extensive wish list for the DOOH industry from a creative agency point of view that included, among others:-a better way to understand the environment that the install is surrounded by (he made mention / showed what can be done when a sign knows a tube train is approaching for example), a common gesture/touch API across all signs AND the ability to support higher graphics specs.
- Chris Ross, senior product manager, Coca-Cola [6], showed some exciting examples of what can be done with DOOH and why his company loves it as a medium. Especially fun to see was a digital Coca-Cola truck running around a ribbon screen in a darkened stadium. ”We fall in love with brands for the same reasons that we fall in love with people,” said Ross. “DOOH helps us connect better. Technology helps up to connect in real time. This is relevant to brands as well as people. But we have to give people reasons to fall in love with our brand. DOOH offers Coca-Cola fantastic execution, creative amplification, great targeting and ROI and more.”
- Chris Mawdsley, head of media strategy at the BBC [8], followed up, saying that the BBC also loves DOOH because it allows the broadcaster to reach specific targets that are not necessarily reached well by the plethora of other media owned by the UK’s national broadcaster. ”We had been asked many times why we should use paid media when we already have numerous media outlets of our own,” says Mawdsley. “However, we try to engage specific markets because certain audiences are less engaged with our media. We don’t have a huge budget to use for amazing things. We need it to work hard, so we use it to reach such markets as certain women in the 20-34 group; men in the 20-30 age group; 13-to-19 years old buys; and certain ethnic groups. We love digital for its flexibility; animation/format fit; immediacy; interactivity and innovation; environment; cost effective reach; audience relevance; and impact.”
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