Putting yourself in the mindset of the consumer is a valuable part of a media planner’s training. With DOOH, planners have the ability to select networks that deliver their message in the time and place it will be best received. Coming from the advertising agency world, with an interest in innovation and new technologies, [...]
Putting yourself in the mindset of the consumer is a valuable part of a media planner’s training. With DOOH, planners have the ability to select networks that deliver their message in the time and place it will be best received.
Coming from the advertising agency world, with an interest in innovation and new technologies, Jennifer Bolt has been involved with DOOH for years. In addition to buying and planning DOOH media at TracyLocke, she advised OVAB (the first incarnation of the DPAA) and still helps out there today. It was a natural fit, she explained, to join rVue, “I’ve watched the industry’s development the past few years and as it has evolved my interest moved from a part-time passion to a full-time contribution.”
rVue, a demand side DOOH advertising technology platform, allows for marketers to plan across all member networks, “cherry picking the best locations and hypertargeting geographically,” Bolt outlined. “You can get as specific as you want, you can set radii around different businesses, look at it by venue type, or the type of location where certain screens may be, and then continue to refine across your brand’s objectives.”
The technology shrinks a process that used to take weeks down to a few minutes, Bolt said, and the newest feature to the platform is Audience Mindsets. Essentially, rVue looks at the characteristics of what a person is doing in a certain place and how they are most likely thinking or feeling to be the most receptive to advertising communications.
“When I was developing media plans, I would always think about the context and how receptive the audience would be, now we are applying those planning sensibilities to DOOH,” Bolt related, “Marketers can start with audience mindsets on a national level, go in and continue to refine it. What the audience is there for, what their mindset might be, we’ve done that legwork.”
Doing that leg work is definitely making it easier to plan and buy DOOH, Bolt said, “time was a huge barrier for any new medium on the agency side, we had a lot of pressure to deliver innovation, but you had to do it very cost effectively in terms of how long it would take. Outside of rVue, people spend weeks planning DOOH. First, people need to know who the networks are, that’s not easy, most people are only aware of the networks with a sales force that has called on them; then they have to submit their RFP, get the approval. Finally, the planner has to go through an exhaustive process to make sure geographically they are getting what they want, etc.”
The daily impression numbers for rVue’s 13 Audience Mindsets are already huge: the “Automotive” Mindset for example, delivers 80 million daily impressions on a national scale. “We look at the top spending ad categories in the US. So far we have taken it to 13 of those top categories and will continue to build it out,” Bolt said.
Tony Hymes is the Editor of the Digital Out Of Home industry website DOOH.com. He produces introductory videos of the companies working across the space from digital signage hardware providers to content companies, DOOH networks, consultants, and software groups. Tony Hymes writes extensively about the strategies behind DOOH advertising, digital signage networks and deployments, and customer engagement trends.