DOOH grabbed clients’ attention in 2009, says agency
2009 was the year that big advertising clients began taking digital out-of-home seriously, according to global digital media agency Razorfish.
In its outlook report for 2010, the agency – part of Publicis Groupe – reveals that although DOOH received the smallest share of its clients’ spend last year, every one of those employing it was new to the medium.
“The channels which clients experimented with the most in 2009 were ad exchanges, data brokers, digital out-of-home and social media,” said Razorfish.
And it expects further growth in DOOH spend this year, although lack of audience-measurement standards remains a concern.
As an example of the successful use of DOOH, Razorfish cited a touchscreen promotion for Microsoft’s Windows Phone 7 operating system, used at its launch and designed to be transferred to other events and retail sites.
“The experience [of the touchscreen] spread virally, as audience members not only lined up to play with the product simulation first-hand, but also videotaped other users’ interactions with it, posting those video clips to social networks,” Razorfish reported. “But the programme’s value went beyond buzz; every user interaction was measured and analysed to improve the experience and the actual smartphone product.”
In general, 2009 saw the beginnings of recovery in spending on digital media, said Razorfish: “On average, the increase [in media spend by each client] was four percent in 2009 after an average drop of 13 percent in 2008.” Although overall ad budgets were cut, a greater percentage of them was assigned to digital.
Despite predictions to the contrary, most clients kept with much the same media mix as before the economic crisis, and of those who did switch, more moved toward brand-building than toward direct response – the polar opposite of the trend expected by many.
Razorfish clients have included Adidas, AT&T, Best Buy, Capital One, Ford and Kraft.
razorfishoutlook.razorfish.com
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