UK blogger Adrian Cotterill is in India at a conference, so he may not pick up on this bit from an Institute of Practitioners in Advertising conference in London this week. So I will.
The chief strategy officer for Mediacom, part of the mammoth WPP worldwide agency group, told digital out-of-home she is looking for less hype and more action.
“Don’t just do it [digital OOH] because you can,” said Sue Unerman, as reported on mad.co.uk. “We have all heard the hype and seen the investment … We now want to start to see some real case studies putting it into action.”
Speaking to about 250 people, she joined the chorus of agency people urging our mob to develop some real research and analysis.
Truly capturing behavioural targeting, propelled by great copy, was also on Unerman’s wish list for the medium. Using the example of buses emerging with advertising panels linked to a GPS system, the CSO recognised the potential to have targeted messages based on where the bus is driving, could open the door to lots of engaging ads.
The story also reports on strong and sustained growth in digital by CBS Outdoor (UK) and nearly 50 per cent growth in that sector as a whole.
Unerman also said an interesting thing I had not bumped into, or thought about, before.
Unerman tempered the flag waving slightly by suggesting that the growth of PDAs and iPods was proof that actual dwell time out-of-home is diminishing.
Oh Lord, another thing that needs to get measured …