Diversiffi Media

Retail Media is certainly the flavour of the month...... ...& is witnessing an insightful transformation driven by data & technology. As brands aim to connect with consumers across multiple touchpoints, the pivotal role of data and technology in retail media & omnichannel planning has become vital. Data is the foundation of effective marketing strategies, consumer behaviour insights to real-time analytics, data fuels decision-making processes, allowing retailers to tailor their messaging with precision. By adopting data analytics modelling, retailers gain invaluable insights into customer preferences, purchase patterns, & engagement metrics, laying the foundation for targeted campaigns. However, as we've posted previously, data alone is not enough. The seamless integration of technology is essential to translating data insights into actionable strategies. By leveraging automation tools and AI-driven algorithms, retailers can optimize campaign performance, streamline operations,& enhance customer engagement in real-time. In retail media and omnichannel planning, the synergy between data and technology is reshaping traditional advertising structure. Retailers are embracing dynamic, data-driven advertising solutions that resonate with today's digitally savvy consumers. Whether through location-based targeting, contextual advertising, or programmatic buying, retailers can deliver relevant and timely messages to consumers, crafting meaningful connections, & importantly, driving conversions. The rise of e-commerce & mobile shopping has blurred the lines between online and offline channels, giving rise to the omnichannel experience. In the omnichannel landscape, data and technology serve as the connective tissue, enabling retailers to deliver consistent messaging & interactions across various touchpoints. By adopting an omnichannel approach, retailers meet consumers' expectations, driving brand loyalty and long-term growth. Brands must stay ahead of the curve at the complex crossroads of data, technology, and retail media. By investing in data infrastructure, & supporting a culture of experimentation, retailers unlock new opportunities for growth and differentiation in an increasingly competitive market. Data and technology in retail media and omnichannel planning cannot be overstated. Leveraging data-driven insights & technology can create experiences that resonate with today's connected consumers, Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #outofhomeadvertising #outofhome #outofhomemedia #assetmanagement #landlords #municipalities #commercialpartner #retail #inhousing #commercialservices #mallowners #dooh #OOHMedia #OOH #Advertising #Technology #Innovation #Marketing

OOH in an omnichannel world.... I recently had the pleasure of a sit down with an esteemed colleague discussing retail media & omnichannel planning, but they couldn't see the value & opportunity to OOH. So I thought what better than to shed a little light on the best practices for OOH campaigns within an omnichannel framework. We know data is king, so to effectively measure & optimise OOH campaigns, it's imperative to integrate data from multiple sources, & leverage advanced analytics tools & technologies for deeper insights into consumer behaviour & effectiveness across various touchpoints We also know, gone are the days of a one-size-fits-all approach. Successful OOH campaigns rely on audience segmentation & targeting strategies. Sweating data-driven insights permits more relevant messaging, which not only enhances campaign effectiveness but also potentially, maximises ROI Real-time optimisation is essential for success. By exploiting tracking technologies. campaign performance in real-time can be quickly adjusted based on changing market conditions &/or consumer behaviour. This agility ensures that OOH remains relevant & impactful throughout its duration. In omnichannel planning, OOH media doesn't exist in isolation, that's the point.. OOH lives seamlessly with other media channels, that span multiple touchpoints, so messaging & engagement can connect at every stage of the customer path, as the physical & digital co-exist in the same journey. A real key point here, measuring the impact of OOH campaigns is challenging, given the complex nature of consumer behaviour, but by employing attribution modelling techniques, a clearer understanding of the role that OOH plays in driving consumer actions, such as store visits, online purchases, and brand interactions can be achieved. Brands can better allocate their marketing budgets & optimise campaign performance by accurately attributing conversions to OOH touchpoints. Measuring & optimising OOH campaigns in omnichannel planning requires a strategic data-driven approach. Comprehensive data integration, audience segmentation, real-time monitoring, cross-channel synergy, and attribution modelling, to drive meaningful results. That is a topline explanation of OOH within an omnichannel framework, but I hope it at least sets the scene Diversiffi Media is an independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #commercialservices #mallowners #revenues #dooh #doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability #Commercialisation #OutofHomeMedia #DataDriven #DigitalTransformation #Innovation

Shifting the narrative....... The current landscape positions OOH media at a strategic juncture, presenting an unprecedented opportunity to co-create success stories through revolutionary partnerships. The key to gaining market share lies in the depth of our engagement with clients. Instead of merely advocating for specific operators or formats, our focus should transcend to establishing sector-wide strategic alliances that create mutual benefits for all stakeholders. Transactional relationships are relics of the past. Collectively, we must educate, guide & inform. This involves forging closer connections with our clients, delving into their goals, understanding obstacles, & navigating industry specifics. Transforming our channels into strategic assets requires aligning them meticulously with the unique objectives of our clients. Shifting the narrative from being mere providers to becoming strategic advisors is imperative. By offering consistent information on market trends, industry insights, & more, we elevate our role beyond individual contributions. Establishing avenues about the evolving dynamics of our medium in the digital age positions us to exceed their specific demands. In the era of big data, precision has become paramount. Beyond merely ensuring successful campaigns, data-driven strategies are indispensable for maintaining a competitive edge in a crowded market. Transparent measurements emerge as the linchpin fostering confidence & trust. Collaborating seamlessly with third parties, we not only provide options but empower clients to make strategic investments in extraordinary partnerships. Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships

Social amplification is a game changer in omnichannel planning..... The seamless fusion of OOH creativity with the dynamic landscape of social media creates an unparalleled execution. The synergy between OOH & social platforms magnifies brand messaging, fostering user-generated content & leaving an indelible memory on audiences. By marrying the physical and digital realms, brands can achieve unprecedented visibility and engagement across both offline & online spaces. This strategic integration expands brand reach, captivating audiences in physical locations while simultaneously extending online presence through social media channels. Compelling content prompts action, ignites conversations, & drives users to interact with the brand online. Consistency in messaging & branding across DOOH & social media platforms reinforces brand identity, culminating in a cohesive brand experience. By leveraging data from both channels, marketers gain invaluable insights into campaign performance, allowing for more informed decision-making & optimisation. Social amplification through DOOH represents a strategic imperative for brands seeking to maximise their impact in an increasingly digital world. By harnessing the unique strengths of both mediums, brands can level up their presence, connect with diverse audiences, & unlock insights for long-term success, creating immersive campaigns that bridge the online and offline worlds, driving better results and a deeper connection. Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships #outofhomeadvertising #outofhome #outofhomemedia #assetmanagement #landlords #commercialproperty #municipalities #commercialpartner #brandtobrand #collaboration #revenuegrowth #shareddata #retail #inhousing #commercialservices #mallowners #dooh #doohadvertising #partnerships #sustainable #OOHMedia #Commercialisation #BusinessDevelopment #BrandSuccess #OutofHomeConsultancy #UnlockPotential

Data doesn't walk alone..... I read a great article yesterday by Drew Jackson  of StreetMetrics  who expresses the answer to Out of Home media (OOH) biggest problem, driving market share, is consistent datasets. I agree, I get it, the principle of utilising a consistent dataset from planning to attribution has long been touted as essential. Yet, global adoption has been disconnected with some focusing on location data for population analysis, while others prioritise attributing OOH exposure to conversions. However, for me, data alone won't solve the problem. For me, it always starts with clients, & then built with many other elements, clearly including data. Forging deep, meaningful connections with clients is about cultivating strategic partnerships that benefit all stakeholders involved & by default, the OOH sector. As stakeholders in the OOH ecosystem, whether media owners, landlord or advisors, it's incumbent upon us to position ourselves as advocates of knowledge. This means engaging with clients on a deeper level, & understand their industry intricacies, goals, & pressure points. By transforming our OOH spaces into strategic assets aligned with clients' unique objectives, we elevate our role from mere space providers to trusted strategic consultants. Moreover, it's vital to shift the narrative towards a collective, rather than individual pursuits. By offering insights, industry trends, & educational resources as a unified front, we allow clients to navigate the full spectrum of OOH advertising, particularly in the digital age. In today's data-driven landscape, precision is non-negotiable. Data-backed campaigns aren't just effective; they're indispensable for maintaining a competitive edge. Transparent metrics foster trust and demonstrate the tangible value and collaboration we bring to the table. It is the time to join forces, as well as our data, & engage directly with clients, alongside third-party partners, providing comprehensive options to allow clients to invest in partnerships that exceed the ordinary. I heard a great quote some time ago, that says it all...."In the world of OOH, success lies not in moving the dial (grrrrr my pet hate), but in reshaping the entire landscape through collaborative innovation and client-centric strategies......." Diversiffi Media  is a global independent Out of Home (OOH) media, commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships #outofhomeadvertising #outofhome #outofhomemedia #assetmanagement #landlords #commercialproperty #municipalities #commercialpartner #brandtobrand #collaboration #revenuegrowth #shareddata #retail #inhousing #commercialservices #mallowners #dooh #doohadvertising #partnerships #sustainable #OOHMedia #Commercialisation #BusinessDevelopment #BrandSuccess #OutofHomeConsultancy #UnlockPotential

Amidst the dynamic shifts in the OOH landscape... The Out of Home (OOH) industry is experiencing unprecedented growth, with annual revenues surpassing $8.6 billion in the US & nearing the £1.4 billion mark in the UK, encompassing various formats such as digital Out of Home (DOOH), billboards, street furniture, transit advertising, & place-based media like cinema. However, beyond conventional planning & buying, there exists a rising demand for comprehensive insight & expert guidance across the intricate supply chain. This supply chain involves numerous stakeholders & processes, each playing a vital role in delivering advertising messages to target audiences. It begins with the strategic commercialisation of untapped land & space in high footfall locations, leveraging advancements in technology like programmatic buying, data analytics, & digital signage to reshape the OOH landscape. To navigate this thriving media ecosystem successfully, unparalleled expertise in commercialisation and business development is essential. Whether you're a media owner, venue proprietor, agency, or brand, extracting the best value propositions for your assets demands a holistic, insightful & independent approach. It requires the ability to dissect the intricacies of the ecosystem to uncover true value, crafting bespoke, sustainable programs with achievable solutions. OOH Commercialisation serves as a linchpin across various industry facets, including valuation/appraisal for landlords in both the public and private sectors, due diligence for M&A activity, infrastructure planning, retail & transport media, estate development, & business planning. Collaborating closely with municipalities, retail owners, & property developers, exporting cutting-edge thinking & best practices worldwide. Diversiffi Media stands as the driving force behind global OOH commercialisation & development. We provide a bespoke, highly specialized service that unlocks value from the OOH market, driving growth, innovation, and long-term success for our clients. Diversiffi Media development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships #outofhomeadvertising #outofhome #outofhomemedia #assetmanagement #landlords #commercialproperty #municipalities #commercialpartner #brandtobrand #collaboration #revenuegrowth #shareddata #retail hashtag #inhousing #commercialservices #mallowners #dooh #doohadvertising #partnerships #sustainable #OOHMedia #Commercialisation #BusinessDevelopment #BrandSuccess #TheOutofHomeConsultancy #UnlockPotential

Retail Media, headlining at a location near you…… Jeff Bezos once said, "We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better." This sentiment encapsulates the essence of retail media, a concept I've championed for years across various retail sectors, & now, finally, it's receiving the attention it deserves. In today's retail landscape, whether it's through in-store displays, entrance/concourse placements, digital screens in malls, or strategic POS signage, retail media is strategically positioned to engage consumers precisely at the moment of purchase decision-making. This precision targeting not only fosters organic trust-building but also nurtures long-lasting relationships between brands & their audiences, ultimately driving unparalleled brand value and expanding horizons. The true magic of retail media lies in its seamless integration into the consumer's purchasing journey. By offering relevant suggestions, alternatives, & solutions precisely when they're needed, it elevates brand messaging to new heights of contextual relevance. Moreover, one of its most significant assets is its access to vast amounts of consumer data. This data empowers brands to understand buyer behaviour, preferences, & emerging trends, thereby optimizing current campaigns & laying the groundwork for future strategies to ensure continued market leadership. What sets retail media apart is its versatility. It transcends traditional boundaries, seamlessly integrating across physical and digital spaces, meeting consumers wherever they are – in-store, online, or on-the-go. This omnichannel approach ensures that brands remain omnipresent, maximizing their reach and impact. And let's not forget e-commerce's role in expanding the reach of retail media. With access to a global audience, brands can transcend geographical constraints, tapping into new markets with unprecedented ease. In this evolving landscape, the lines between advertising & shopping are becoming increasingly blurred. Retail media offers brands the unique opportunity to embed themselves seamlessly into the consumer's journey, shaping the future of retail as we know it. As leaders in the OOH sector, we have the power to drive transformative change and usher in a new era of consumer engagement Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships #outofhomeadvertising #outofhome #outofhomemedia #assetmanagement #landlords #commercialproperty #municipalities #commercialpartner #brandtobrand #revenuegrowth #shareddata #retail #inhousing #commercialservices #mallowners #doohadvertising #partnerships #sustainable #OOHMedia #Commercialisation #BusinessDevelopment #OutofHomeConsultancy #UnlockPotential

Out-of-Home Media and the Global Sporting Stage.... Certain partnerships transcend the constraints of time & trends. One such dynamic union unfolds between major international sporting events & Out-of-Home (OOH) media, a narrative rich with exposure, resonance, & remarkable synchronicity between OOH platforms & athletic extravaganzas. Sporting events transcend competition; they embody cultural phenomena, communicating through a shared language of fervour, camaraderie, & rivalry. With a global audience in the millions, these events provide an unparalleled platform for companies seeking to forge genuine connections with their audience. With just 164 days remaining until Paris 2024, the impending Olympics & Paralympics Games symbolize the indomitable power of the human spirit. Many brands have harnessed their values to amplify their presence during these international spectacles. From P&G's poignant "Thank You, Mom" campaign, celebrating the unsung heroes behind every Olympian, to Coca-Cola's Paralympics initiative, spotlighting the skills of competitors & championing diversity and inclusion on a global scale—the impact is profound. The Super Bowl transcends its status as a football game, emerging as a cultural phenomenon. Brands like Pepsi, Dunkin Donuts, Uber & so on leave an indelible mark on the event. Likewise, the FIFA World Cup captivates billions worldwide. Adidas' strategic dominance of cityscapes during World Cups, known as "Adidas City Takeovers," transforms public spaces into immersive marketing experiences. In events like the London Marathon, athleticism converges with altruism. Nike's augmented reality OOH campaign amplifies audience engagement, allowing runners to compete against virtual representations of professional athletes. And then there's the Melbourne Cup, dubbed "the race that stops a nation." Brands like Emirates seize the opportunity to engage audiences & capitalize on Australia's fervour for horse racing—all facilitated through OOH media. All played out on OOH media This collaboration underscores that OOH is not merely a spectator on the sidelines; it's an integral player in the realm of advertising, vying for attention in the fiercely competitive arena of sports. Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy hashtag #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realeatate #adtech #commercialservices #mallowners #revenues #dooh #doohadvertising #partnerships #business #creativity #sustainable #globaladvertising # #sustainability #community #data