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I connected with Jill Schnitt, President of Omnicom’s Outdoor Media Group (OMG), to explore how they’re connecting with audiences on every step of the customer journey through innovative uses of Out of Home (OOH) and Digital Out of Home (DOOH) media.
Jill shares insights on everything from how her team leverages programmatic Digital Out-of-Home (pDOOH!) to the creative campaigns that literally make brands jump out, whether in Times Square or at a gas pump.
Jill breaks down the evolution of OOH, where digital formats and data are reshaping the landscape and the growing role of retail media in OOH strategies to reach consumers enroute to and at the point of purchase. We talk giant Doritos chips on buildings to the Sphere in Las Vegas as examples.
“Out of home is an ‘I made it’ moment. Whether you’re a Fortune 100 company or a new DTC brand, it’s a moment for brands to put their message out in an authentic and brand-safe way.” — Jill Schnitt
pDOOH!
Jill shares how OMG has developed the first retail-based programmatic product, helping clients reach consumers at critical points in their journey. Learn about the value of proximity to the point of purchase and how data is transforming the way brands connect with their audiences.
She also opens up about balancing life as a new mom and a leader in a rapidly evolving industry and how her travels sparked empathy at work and home. PS: Yes, we talk about brand purpose — and the role OOH can play there, too.
The Inside Scoop: New Research on DOOH from DPAA and KOCHAVA
In my quick new mid-show segment, “The Inside Scoop,” I share the latest research on DOOH in five minutes flat, with a preview of the upcoming DPAA Video Everywhere Summit (10/15/24 in New York City). Hint: 96% of brands plan to increase their DOOH spend in the coming year!
Key Highlights with Timecodes:
[00:01:25] – Jill explains the wide range of OOH media formats OMG handles, from street-level media to the Sphere in Las Vegas.
[00:03:23] – The shift from static to digital OOH, with 50% of OMG’s media buys now digital.
[00:05:06] – How programmatic DOOH offers brands the flexibility to adjust campaigns in real-time.
[00:07:30] – OMG’s use of first-party data and attribution models to ensure targeted campaigns and measurable outcomes.
[00:10:51] – Creative campaigns like the Dorito takeover of the Luxor in Las Vegas, and how creative thinking elevates OOH impact.
[00:17:49] – 3D and anamorphic billboards: How brands are embracing these dynamic formats to create buzz-worthy moments.
[00:19:30] – How OMG is leveraging retail media and proximity to point of purchase to boost campaigns.
[00:21:00] – Inside Scoop Segment: New research from DPAA reveals 96% of agencies plan to increase spending on DOOH over the next year.
[00:24:30] – Integrating OOH with digital strategies to create seamless consumer touchpoints in omnichannel campaigns.
[31:00] – Driving small business with local targeting
[00:32:54] – How personal – and travel – journeys both affected Jill’s leadership approach at OMG…and how DOOH can affect brand purpose.
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