Beyond The Billboard
00:20:20 · Kirsty Carlson, Jay Young
[00:20:20] S2: love that. It's brilliant. You've just made it so much simple. It's fantastic. [00:20:28] S0: And, but cause ultimately if you don't do the delivery bit at the end, then realistically, it's a piece of art. It's there to be enjoyed, but it does a job. And I think for my kind of general creative principle for out of home, there's lots, we do a lot of creative testing across the entirety of the talent group. We have an in house testing tool. And so some of the results that we get back from that are really interesting. Things like using faces significantly ramps up attention. So the simple, simply simply putting someone on the billboard with the product or putting the brand logo positioned very close to the product image, making sure that your copy is super bold. The number of times that you see, particularly I think on digital billboards, you see ads that you can see basically been adapted from display or from social, and they've been put on this big billboard [00:21:24] S2: and you're
00:21:24 · Kirsty Carlson, Jay Young
[00:21:24] S2: and you're [00:21:24] S0: like, wow, I either can't read that or it's just not landing in the right way because the context hasn't been considered. And then I think the big one for us and the thing that I love about our studio and the fact that every single person in there just worked in home day in, day out and have always, is thinking about the mindset. The mindset changes so rapidly based on the environment, the time of day, the day of week. So it's thinking about how is someone receiving that creative at the moment because unless you make it super relevant, then again, you're leaving a load of value on the table. And relevancy for me, think is the next big thing from a creative perspective for At Home. And we're quite excited about that.
00:22:10 · Kirsty Carlson
[00:22:10] S2: I think the power that digital out of home brought to out of home for relevancy. And I mean, could have relevancy based on like, you know, that, you know, the simplified version of it back in the day, know, that this road does evening traffic, this side of the road does morning traffic. You can do different messaging based on that. You know, if you're targeting someone who's doing grocery shopping in the evening, or, you know, you could kind of get that type of thinking. Now with digital out of home being able to target based on environments, based on time of day, based on different dynamic triggers, that really brings relevancy to a new level. And I think that's one of the most powerful things about out of home. If being used in that way and creatively, it is being tailored to be used in that way. I think we find still that there's very much here's my fifteen second and let it run for my booking for within that loop for the full day versus actually taking the time to go, I'm investing my money into this medium. Let me make sure that I'm tailoring the messages for the different times of day. And as you say, all the different consumer mindsets of that journey. Because there's a lot of studies around if it's relevant for that consumer at that moment, the fact that the recall will be much higher, the ability to cause an action or to get them search or whatever it is that you're asking them to do will be much higher because it's actually relevant to speaking to them at the right time at that right moment. So I completely agree and I think the job of home for us, you know, globally, but also for us here in South Africa has really been able to deliver on that relevancy piece. I just think as a market, there's definitely room from a creative point of view for clients to start getting more tailored to that. And doing more of that insight work of understanding the consumers in that space, what is their mindset? I love that you raised that. What is that insight? What that... What are they experiencing in the shopping mall or in the space? And what is it different at different times of day? Think that's
00:23:58 · Livia Brown, Kirsty Carlson
[00:23:58] S1: such a strong [00:23:58] S2: strong piece.
00:24:00 · Jay Young
[00:24:00] S0: I think something that I'm quite excited and encouraged by because if this was a few years ago, I'd say that less than 1% of digital out of home has been contextualized in that way and it's disappointing. But what I've seen certainly from UK and The US market, I think probably there are two markets who are very forward on their programmatic adoption. What it has done is it's opened the conversation up because if you start to plan and buy your app home based on a trigger, so I'll I'll buy this and and this will go live if or when, then naturally your brain goes to, well, okay, I'll change the creative to showing this if and this when. And so it's really, we've seen a significant increase in both those markets in the demand for dynamic and DCO, which I think is super encouraging. And I think my final point on the relevancy piece is a lot of people talk about how AI is affecting creativity and in particular, creative production. And my prediction is, and I think we're already starting to see it, but in the next kind of twelve to twenty four months, what AI is doing is it's giving everyone the power to make ads with a high quality look and feel. So it brings everyone up together. Whereas the bigger brands in the past would have had access to the bigger, better creative agency and they'd have spending power. Now, technically a woman band in their bedroom could make an ad that looks just as high quality as someone in a big agency. But so if everyone lifts in that ability, there's then another need to be creative again because you need to think about how do I now cut through? And that's where I think the relevancy piece comes in because that's where the big brands will now focus on rather than kind of planning an out of home campaign and just submitting their creative. I think it's programming a campaign with the creative that programs and blends in and flexes around the way the audience's mindset is changing. And that becomes really, really exciting. Probably a little bit daunting for the creative agencies because that's a whole different way to look at it. But for me, that that is is where out of home needs to be moving to and that's where I think some of the bigger brands that we work with are already starting to play in that space.
00:26:25 · Jay Young
They're looking at laying down their out of home for an entire year and then overlaying dynamic for an entire period. So we're getting close to programming a plan as a system in effect.