Retail media and DOOH can challenge linear TV – by delivering audience data in new ways

If DOOH and store advertising leaves the model OTS behind and starts delivering real target group contacts as a currency, it could truly challenge TV advertising. For advertisers, it would mean better decision-making, higher accuracy and greater value for every krona invested, says Christian Bönnelyche, senior advisor at BizLab.

The TV industry is facing a revolution. Panel measurements, long the standard, are now being replaced by experiments with big data solutions to better show who is actually watching the ads. The hunt for new currencies is intense – but still incomplete.

At the same time, Digital–Out-of-Home (DOOH) and retail media in physical retail has taken a big step forward, says Christian. With the help of AI and sensor technology, advertisers can now access actual data about exposures, which means that you can provide the advertiser with detailed information about:

• Demography: Gender and age of the person who saw the message, completely anonymized.
• Scope: Number of actual exposures instead of calculated flows.
• Timing: Ability to track and optimize campaigns in real time and to be able to buy target groups

“Traditionally, OOH has been based on OTS (opportunity to see), and share of voice where price lists are based on modeling how many people theoretically move around a city center, in a shopping center or in a store. With new technology, from e.g. BizLab", you can instead deliver actual figures on how many and who have seen a message on a digital screen," Christian continues.

“What we are seeing now is a paradigm shift. DOOH and retail media has the potential to overtake linear TV in terms of modern measurement methods. By delivering verified impressions, the industry can offer advertisers a level of transparency that TV still struggles to achieve,” says Christian.

“For advertisers, this development means that media investments can be managed more effectively. With clear reach figures, ROI becomes easier to prove – something that could lead to a shift in advertising budgets from linear TV to DOOH and retail media” concludes Christian Bönnelyche who looks positively at the autumn for BizLab.

We are noticing a great deal of interest from the retail sector in developing both their media business and also in analyzing all customers in store and not just those who convert to purchases