VGI Global Media revealed how out-of-home (OOH) media has transformed themselves from awareness generator to engagement creator by collaborating with digital technology, and in the very near future OOH will become the targeted solution, offering right audience at the right time with measurable performances.
Mr Surachet Bumrongsuk - Chief Executive Officer of VGI Global Media PCL (VGI), stated that nowadays we have to work harder to engage and to create on-going relationship with audience, since they have a non-linear journey for their a-day-in-the-life activities formulated by their own preference and interest. These non-linear lifestyle paths arises from the emergence of digital technology and smart phones that allows them to access information while on-the-go. Providing mass coverage and reaching mass audience is now obsolete in terms of media objectives, since both marketers and advertisers are looking for targeted audience who are worth investing for the BEST return-on-investment (ROI.) Our key challenges are how to adapt ourselves to drastic changes of media landscape and lifestyle, and how to respond to demands of the industry that require targeted audience who are floating in the social media stream.
OOH media previously considered as the one-way communication vehicles which only offered advertising awareness has become the two-way-communication channels by engaging small groups of audience with digital technology such as Bluetooth, QR, Augmented Reality (AR), Near Field Communication (NFC), Beacon, etc. These technologies have only provided PUSH approaches to reach passers-by where the main objective was to captivate them with offers of vouchers, premiums, etc. However, this approach does not promise right audience and right moments that could lead to purchasing interest and sales volumes.
Today's audience creates their daily activities based on their preferences, convenience, comfort and information from digital technology. Consumers create their own behavioral paths that best fits them. They disclose their personal information to sources that personalizes products and communications based on demands thus creating demographic and psychographic DATA of on-the-go audience. This DATA will help us understand how they live their lives deep down to their micro moments in order to reach them effectively.
What's NEXT? This accelerated data-driven and targeted audience mentality will become key factors that tailor activities to reach consumer effectively. DATA will become the drive that transforms and brings up OOH media to the next level since it will be audience centric and help determines where they are and how to reach them effectively. Their e-day-in-the-life journey will dictate the best solutions from OOH platforms. As a result, DATA will provide the best proof of guaranteed ROI required by both marketers and advertisers.
