Luke Bristow

It's been a busy few weeks here at OMC/Diversiffi Media..... .. with global DOOH progression,& market maturity top of the agenda. Data reveals that not only is OOH media holding its ground, but projections report it will outpace the UK advertising market growth in 2024/25. Not unexpectedly, this is propelled by DOOH, the convergence of technological advancements, the demands of advertisers, evolving consumer behaviours, & innovative approaches to creativity. The digitisation of assets, enabling dynamic content capabilities & programmatic trading options, redefines brand engagement. It is interesting to explore what opportunities these advancements present for clients/brands navigating audience attention in a cluttered media environment.  Will the flexibility of real-time, contextually relevant messaging extend brand resonance & increase budgetary investment? The integration of data-driven insights & analytics into campaign planning & execution is reshaping the OOH ecosystem. With advancements in technology enabling precision targeting & measurement, clients/brands have access to unlocking new levels of campaign performance and ROI.  Creativity also continues to flourish across both traditional & digital OOH, as clients/brands leverage more immersive experiences to captivate audiences & nurture lasting connections. The changes in consumer movements and infrastructure development are presenting significant opportunities for OOH. Capitalising on the growth of urban environments will broaden reach & campaign impact. As talked about frequently here, the integration of OOH into omnichannel marketing strategies is a pivotal driver of growth. Deliver consistency across multiple touchpoints, OOH is a critical component of the media mix. As long as clients/brands demand it, & their 3rd party agencies structure planning to fully integrate OOH into their omnichannel strategies, advertisers should witness an amplification of brand visibility & engagement The growth potential of OOH media is not to be underestimated. It's a multifaceted opportunity driven by digital transformation, data-driven insights, creative innovation, urbanisation, & integration with omnichannel strategies. Looking inwardly, which I rarely do, the key question is, will these opportunities start to impact OOH market share or are we yet to identify the barrier to progress? Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #mallowners #revenues #dooh#doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability#Commercialisation #DataDriven #DigitalTransformation Image: WOW LA

34

1 Comment

Gen Z creators are shaping the future of content creation 🌟 Fanfix’s $100 million membership platform is a game-changer. In a world where digital content is king, creators need more ways to monetise and diversify their income streams. Fanfix provides just that. This is not just about making money; it’s about empowering young creators to turn their passion into a sustainable career. As marketers, we should pay attention to these platforms. They’re the breeding ground for the next wave of influential voices and trends. Read the full article to understand how Fanfix is paving the way for the future of digital content creation. https://lnkd.in/eBnUb8nm

6

2 Comments

Digital advertising spend is becoming more diverse. Podcast ads, social video and connected TV have made gains according to the 2023 IAB/PwC Digital Adspend report - though Search remains the bedrock. #IABUK #Digital #adspend

7

1 Comment

Lots of interesting nuggets in our report with WPP, including that the ‘Fortnite Factor’ is real. There is 55% increase in brand love from Fortnite players and - very interestingly - a 38% increase even among non-Fortnite players because of the cultural cachet for brands to be associated with gaming.

35

This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

39

11 Comments

Is the answer to the race to the bottom for agencies to become more consultative ? Excellent provocation as always from Omar Oakes who makes some great points about the lack of challenging behaviour in agency/client relationships today and the lack of growth in revenue leading to decline in agency fees. There’s a lot going on here. My tuppence worth from the purview of running a media agency group then setting up and growing a marketing consultancy for the last 4 years: * Holdco agencies lost their way when they 1) started to take a principle not agency approach to media buying 2) started to compromise the craft of planning * Creative thinking and innovation has suffered as a result - too much sameness in strategy and reliance on performance marketing * It’s not about brand/the big idea OR data driven activation, it’s about AND i.e finding the right balance and impact from both but most agencies are so siloed they can’t join this up * There’s a big difference between being “consultative” and being a consultant. The latter is focused on business outcomes and the levers that deliver revenue growth not all the noisy media and advertising metrics. This is as much about process and capabilities as it is about platforms and spend.. * Agencies in general commoditise their service and struggle to get paid fairly for the strategic and transformative work - this is largely client and not agency driven and marketers need to be prepared to pay accordingly for genuinely differentiating analytics, strategy and innovation.. * Consultancies scope precisely and instil a robust project management, gated approach to projects minimising scope creep and enabling value based pricing discussions Agencies are full of incredible talent who want to help their clients grow but too often the commercial constraints in the agency business get in the way of good work and partnership. When we consult we see great thinking and talent but it’s often the contractual constraints and the siloes that get in the way.. The major gap we see at CvE - Marketing Consultancy is between the high-level operating model and transformational thinking of the management consultants and the often narrow advertising/media/campaign thinking of most agencies. Brands need expert marketing and media practitioners to bridge this gap or else the promised revenue growth never materialises. This is an opportunity for everyone in the ecosystem but mostly those that lean in to client-led, business outcome focused thinking. Bravo Brian Jacobs & Nick Manning for continuing to bang this important drum and Omar for focusing on journalism focused on the issues that really matter..

50

24 Comments

Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

12

Exciting times… Great to see the Dow Jones press release this morning. This new title brings a wealth of #business & #finance audience understanding & engagement capabilities to the Ozone | Powering the premium web platform. Looking forward to bringing this to the market! #premiumweb

8