Digital OOH increases ROI, accountability – Eguridu
By Ibidunni Banjoko
Tony Eguridu, General Manager at Michael Angelo Media Ltd, one of the leading OOH agencies in the Nigerian Integrated Marketing Communication (IMC) industry, has said that Digital Out-of-Home (DOOH) increases Return on Investment (ROI) and accountability in the entire marketing mix.
Stating this in an exclusive interview with MARKETINGEDGE, the out-of-home expert pointed out that DOOH communicates faster, more effectively, and has flexible deployment rates.
“DOOH has more ads, are easily tracked with lower cost, effective targeting, multiple concepts, and increased engagement. With all these, the clients are able to track their ROI in real-time,” he said.
Emphasizing that Digital OOH has become the game changer in contemporary out-of-home industry, Mr. Egirudu said: “During the pre-DOOH era, we had traditional boards, mostly static; they were the pride of their time, but digital technology changed all that, and both clients and agencies can now buy spots, segments, by the hour, minute and second on DOOH like TV and Radio.”
While explaining why OOH has historically been regarded as difficult to measure, he added: “OOH was regarded as difficult to measure before now because the industry did not have scientific means (data) of determining who was exposed to OOH ads since OOH metrics involve demographic and psychographic information to help advertisers determine who is exposed to OOH advertising. Several options sprang up from established markets in Europe and America, one of which is Interaction Channel Ltd, which has partnered with OAAN to carry out audience measurement ratings in Nigeria.
“Though it’s a work-in-progress, data intelligence is contributing a lot to DOOH measurement. Just like TV and Radio measurement tools, the DOOH and OOH media have developed tools for measuring DOOH, and both clients and agencies are beginning to appreciate the ROI on their spending.”
RECOMMENDED ARTICLES
Comment
No comments found.