行业寒冬，户外广告如何逆袭？

大多数传统广告形式面对网络广告的兴起节节败退，可户外广告牌却在此时迎来了第二春。户外广告（OOH）预计将在2018年增长3.4%，支持者表示，户外广告会越来越像网络广告那样，根据受众、观看次数以及位置来购买，这在数据驱动的“程序化广告牌”模式中尤为有效。

时代的标志

Sign of the times

Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; only billboards, dating back to the 1800s, and TV ads are holding their own

印刷、广播和无线电视等大多数传统广告形式面对网络广告的兴起节节败退，只有可追溯至19世纪的广告牌以及有线电视广告仍然坚守阵地

Such out-of-home (OOH) advertising, as it is known, is expected to grow by 3.4% in 2018, such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.

户外广告（OOH）预计将在2018年增长3.4%，这类广告把受众注意力从手机上吸引过来，而且不能像网络广告那样可被跳过或屏蔽。

Billboard owners are also making hay from the location data that are pouring off people’s smartphones. Information about their owners’ whereabouts and online browsing gets aggregated and anonymised by carriers and data vendors and sold to media owners. They then use these data to work out when different demographic groups—“business travellers”, say—walk by their ads. That knowledge is added to insights into traffic, weather and other external data to produce highly relevant ads. 

广告牌公司也在积极利用从人们的智能手机上得到的大量位置数据。有关手机用户的行踪和在线浏览的信息由运营商和数据供应商汇总并做匿名处理，再出售给媒体所有者。然后它们利用这些数据计算出不同的人口群体（比如“商务旅客”）何时经过它们的广告牌。把这些信息添加到对交通、天气和其他外部数据的洞察中，就可以生成高度相关的广告。

Such targeting works particularly well when it is accompanied by “programmatic” advertising methods, a term that describes the use of data to automate and improve ads. 

这种定向广告在与“程序化”广告方法结合时尤为有效。程序化广告就是利用数据来实现广告的自动化及改进。

That is possible because billboard owners claim to be able to measure how well their ads are working, even though no “click-through” rates are involved. Data firms can tell advertisers how many people walk past individual advertisements at particular times of the day. Advertisers can estimate how many individuals exposed to an ad for a Louis Vuitton handbag then go on to visit a nearby shop (or website) and buy the product. Such metrics make outdoor ads more data-driven, automated and measurable, argues Michael Provenzano, co-founder of Vistar Media, an ad-tech firm in New York.

这是有可能的，因为广告牌公司声称，即使没有“点击率”信息，它们也能衡量广告的效果。数据公司可以告诉广告商有多少人在一天中某段时间里走过某个广告牌。广告商可以估计出在看到一则路易威登手提包广告后立即到附近一家商店（或网站上）购买的人数。纽约广告科技公司Vistar Media的联合创始人迈克尔·普罗温扎诺（Michael Provenzano）认为，这些指标让户外广告更多由数据驱动、更自动化，效果也更可测量。

As the outdoor-ad industry becomes more data-driven, tech giants are among those to see more value in it. Netflix recently acquired a string of billboards along Hollywood’s Sunset Strip, where it will start advertising its films and TV shows. Tech firms, among them Apple and Google, are heavy buyers of OOH ads, accounting for 25 of the top 100 OOH ad spenders in America.

随着户外广告行业变得更多由数据驱动，科技巨头也更多地看到了它的价值。Netflix最近收购了好莱坞日落大道上的一排广告牌，准备开始宣传它制作的影视节目。包括苹果和谷歌在内的科技公司是OOH广告的重要买家，美国前100大户外广告客户中有25家是科技公司。

-The End-

文章来源：《经济学人·商论》

微信扫描关注和创传媒官方公众号，了解更多精彩