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Digital Out of Home: Rapidly Growing & Ever Changing In The Face of New Technology

 

Lerumo Maisela

CEO

Kena Group

Lerumo Maisela

Lerumo Maisela

26 June . 3 min read . Opinion

(Credit: Kena Outdoor)

Digital Out Of Home (DOOH) is one of the fastest-growing marketing and advertising avenues. Through effective technology and meticulous data collection, Kena Outdoor strives to remain ahead of the curve.

Kena Outdoor is an Out of Home media owner founded in 2003, and with 2023 marking the celebration of our 20-year history as trailblazers, we have taken a considerable interest in Digital Out of Home. As a media communications specialist, we aim to provide the best media placements to our clients at the right place and time; and DOOH has made this a remarkable reality.

With our first steps into programmatic DOOH in 2021, we opened a new and exciting world of opportunities to our clients. With the introduction of DOOH into our strategic solutions, we have seen an increase in audience size as the innovative solution brings TV-like advertising to the audience’s daily commute.

(Credit: Kena Outdoor)

While reports say that DOOH is the fastest growing media channel regarding ad-spend, we invest in technologies that provide relevant data that alerts us to what is working and what is not. In a time where data is king, our primary focus when choosing technologies as part of our DOOH solutions is finding innovative and sustainable ways of working with data.

The first key factor when choosing technologies is whether the technology collects data valuable to our clients, the implemented strategy, and the brand’s overall goals. Information such as watch time alerts us to how effective the techniques are when it comes to audience retention, and this information is often a key marker for a successful strategy. Furthermore, we are looking for data that measures leads to screen-to-screen interaction after the fact. In other words, we are keen to find out the number of people who take the initiative to learn more about brands and campaigns from their interactions with the DOOH implementation.

Audience profiling and geo-tagging are essential factors to consider when investing in DOOH technology, as this information allows us to create practical approaches that take commuters’ daily travel and audience personalities into consideration. Understanding the consumer, particularly what they like and the location, is imperative to effecting advertising beyond DOOH. Understanding audience activities ensures we reach users where, when, and in their area.

At Kena Outdoor, we often create and implement omnichannel approaches in collaboration with our media partners across radio, television, and experiential marketing mediums. As a result, we invest in technologies that enable us to seamlessly implement such intricate tactics and measure the effectiveness of the singular DOOH approach and the collective effort. In breaking down the DOOH reach, we can show why it is essential to invest in digital media while also showcasing the link between various kinds of media, providing a holistic overview of campaigns.

(Credit: Kena Outdoor)

Our fourth key factor in choosing ad tech is the reliability of the data collected and the ethical storage and usage of said data. With our continued investment into DOOH and its technologies, we have managed to ensure that we collect the most accurate data for campaign reporting. Precise data collection continues to be a talking point in our sector because such data was not accessible for static OOH. Therefore, clients are only now beginning to see the actual reach of their advertising. We also ensure that these audience metrics are only shared with the relevant stakeholders to ensure optimum security.

Finally, when sourcing DOOH ad tech, we invest in data that aligns with global practices and benchmarks. As a pioneer in the South African DOOH landscape, we strive to move closer to world-class technologies that deliver the best results. With years of research done in various countries and landscapes worldwide, we are progressively working towards owning technology that provides the best tools for measurement, data collection and interpolation.

The world of Digital Out of Home has been a rapidly growing landscape both locally and globally, and Kena Outdoor has spent the last two years working towards being one of the top players in the industry. We are a data-driven entity that understands the importance of critical metrics and always strives to achieve the most remarkable feats.

 

With over 20 years’ experience in business, an innovative mind and burning passion for success, Lerumo Maisela is a juggernaut with an appetite for building businesses that change the landscape within their varying fields. He has taken steps into Out of Home media, Digital Advertising, Information Technology and many more. Mr Maisela is a shinning example of when a business mind meets unstoppable innovation.