FROM 25th May 2018, GDPR is set to bring significant changes to Scottish digital marketers who are currently using data to target consumers online.
These new regulations require stringent opt-ins from consumers and the ‘right to explanation’ on how their data is or has been used.
It means much of the customer data currently being used by digital marketers, and those at their current buying partners, may not be usable come the introduction of the new rules, which in turn will have a big impact on their future activity.
Craig Mytton, the chief revenue officer at Bitposter, a leading automated platform for trading out of home (OOH) media, covers six reasons why Scottish digital marketers should embrace OOH as an alternative marketing channel in a ‘GDPR world’.
He said: “Digital OOH (DOOH) is not impacted by GDPR. The data required to deliver DOOH activity is already anonymised and GDPR complaint.
“The growth of digital screens (DOOH) is opening up exciting new broadcast opportunities for advertisers, particularly digital marketers, who are best placed to exploit the new functionality on offer.
“This includes geo-targeting for moving media – delivering highly targeted creative messages to specific parts of a town or city via digital taxi or bus screens.
“High fidelity day part targeting enables advertisers the ability to target commuters during core times of day. For example, offering a restaurant the ability to run a different creative for breakfast, lunch and dinner on the same digital screen.
“Full motion creative and audio allows advertisers to run music with film trailer creative in environments like shopping centres; and live social media feeds that enable the content on the screen to be changed by somebody messaging through a social media channel.”
He continued: “Digital marketers can leverage data from online activity to deliver highly targeted and localised OOH campaigns. From online and mobile display campaigns it’s possible to pinpoint locations where the greatest click through rates occur, or sales are generated. Marketers can then purchase screens in areas where there are people interested in and more likely to buy their products.
“Recent research by Nielsen in the USA reveals that OOH is the most effective at driving online activity. It highlighted OOH delivers more online activity per ad dollar spent compared to TV, radio and print. Interestingly, it found online activations, including search, Facebook, Twitter and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend.
“Nearly five in ten US adults (46 per cent) have used Google, Bing, Yahoo, or another Internet search engine to look up information after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format in the past six months. Also, nearly 40 per cent have visited a Facebook page or posted a message on Facebook after seeing an OOH ad.
“Digital marketers are well placed to test and measure OOH campaigns. It’s easy to use online media to first test and then inform OOH creative messaging to deliver standout OOH activity. Also, digital advertisers can use online activity as an ROI measure – by implementing an A/B Test to look at how online performs when run in isolation, compared to how it performs when supported by OOH. Digital marketers have access to an ROI metric which will show the performance driven directly from the OOH activity.
“Barriers to entry into OOH are being removed with the entry of automated trading platforms, which are making it easier and more efficient to plan and buy highly targeted OOH campaigns at a local or national level. It’s a way of trading media that most digital marketers understand and are already comfortable with.”
Craig Mytton concludes: “With GDPR looming, and the skill sets and technology which currently sit with digital marketers, now is the time to try new things to grow market share. OOH should be at the top of that list, and be embraced because of the opportunity it provides.”
For further information, contact:
Ben Powell at Enterprising PR on: firstname.lastname@example.org or 07960 737 185
Founded in 2013, Bitposter is a leading automated platform for trading out of home (OOH) media.
Built to provide efficiencies and transparency in how OOH media is bought and sold today, Bitposter offers an easy-to-use cloud-based environment where media owners can list both classic print and digital (DOOH) inventory, and buyers can leverage first and third party data to plan, negotiate, option and book activity.
Ninety-seven per cent of OOH media owners, including: JCDecaux, Exterion, and Primesight, sell their inventory via the Bitposter platform; providing buyers with live availability across more than 400,000 classic and digital screens, across the UK.
Bitposter won the Best Overall Technology for Programmatic Trading Award at The Drum Digital Trading Awards 2017.
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