From multi-layered data targeting collaborations to contextually relevant creative innovations, The Drum and Alight Media reflect on the ‘Most Effective Use of Data’ shortlisted entries from The Drum Awards for OOH 2021 to discover what to expect for the medium in 2022.
Talk to any marketer navigating the changing rules of digital advertising right now and the word ‘contextual’ is bound to come up. And while it’s a hot topic that’s experiencing a resurgence in online circles, it’s something that one of the oldest media channels – out-of-home (OOH) – has consistently functioned around for years: right message, right place, right time. But now, with multi-layered data-targeting opportunities, brands are realizing the full potential of contextual in OOH.
Data has always been at its core, but identifying specific contextual moments and locations hasn’t always been possible via a single, conventional OOH targeting data solution. Now a multi-faceted data approach that identifies and accesses data sources previously untapped in OOH planning – one that blends first- and third-party data – is allowing brands to take personalization to the next level.
The creative possibilities for data in OOH are bountiful – and innovation keeps on happening. By utilizing multi-layered datasets and building partnerships across multiple screens and platforms, advertisers are delivering dynamic, targeted advertising in real-time to engage people in a highly absorbent state of mind. These were some of the trends discovered through the shortlisted entries in the ‘Most Effective Use of Data’ category at The Drum Awards for OOH 2021.
“This will be our second year as headline partner of The Drum OOH Awards and as a judge I’ve been consistently impressed by the breadth of categories and entries from across the world,” says Ged Glover, chief revenue officer, Alight Media – judge and sponsor of the awards. “As well as seeing some brilliant creative, this category was the most inspiring as how brands use data to shape their campaigns is not only driving their own success but helping to shape the future of our medium.”
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