The love triangle between GDPR, DOOH advertising and digital marketers
Guest post by Ana Gaona, Marketing Specialist, Measurence
Sunday, May 6, 2018
DOOH provides a unique alternative for advertisers since a majority of the data collected has already been anonymized, making it GDPR – compliant from the get-go. – Matteo Ceurvels, eMarketer.
Why GDPR will further boost the growth of DOOH advertising
In the blink of an eye, the GDPR will change the way digital marketers consider DOOH (digital out-of-home) in their marketing plans.
With the General Data Protection Regulation (GDPR) coming into effect on May 25th, the way companies use consumers’ personal details and internet browsing habits will become even more challenging‒causing significant changes for digital marketers. Therefore, looking at alternative channels where the impact of GDPR will be less of an issue is vital.
Not only that, according to Matteo Ceurvels from eMarketer, “It has also stirred up some uncertainty among marketers as they try and navigate the murky waters—where issues such as data privacy, fake news, and the right to be forgotten all loom in the minds of consumers as of late.”
However, no need to worry just yet, marketers!
One such alternative channel is OOH—in particular digital out-of-home (DOOH) advertising. With its growing number of functionalities, DOOH offers new ways to target consumers, from geo-targeting for moving media to live social media feeds while offering the capability to maximize their return of investment.
In fact, research by Nielsen USA in 2017 revealed that DOOH is the most effective at driving online activity. It found that online activations, including search, Facebook, Twitter and Instagram activity generated by digital OOH indexes at about four times the expected rate given its relative ad spend.
“DOOH provides a unique alternative for advertisers since a majority of the data collected has already been anonymized, making it GDPR-compliant from the get-go.” – Matteo Ceurvels, eMarketer
Aside from its versatility, the beauty of digital OOH campaigns is that there is a vast array of data sets that are highly insightful and relevant but don’t relate to personal data.
Digital marketers are uniquely placed to benefit from OOH because of the wealth of data that they normally wouldn’t have access to, giving them a competitive advantage. This is because the way OOH media owners use mobile data, as with other sets, is not invasive and generally uses insights like anonymized location data for large groups. In this case, data from online campaigns can be measured and used to identify locations that rank highly for people interested in the product being communicated.
Even though the GDPR is set to be in the EU, its effect will be global, as people from other countries use European platforms and vice versa. Eventually all global businesses will need to start handling users’ data in the “right way.”
DOOH screens are offering a raft of new GDPR- compliant ‘broadcast’ opportunities, enabling the OOH industry to become much more sophisticated, measurable and deliver new routes to market.
Ana Gaona is Marketing Specialist at Measurence, a location intelligence company.