PML Group played host to a cross section of the media and creative advertising industry in Ireland this week. The location-based marketing agency showcased out of home’s (OOH) role in real world marketing and highlighted examples of some current outstanding creative work at their Now & Next industry breakfast in the RHA Gallery on Ely Place.
The event also delved into the integration of data and mobile into OOH planning, Dynamic thinking in digital OOH and the future of OOH. The event featured contributions from Irish and international campaigns. The morning highlighted the role of data and tech in campaign planning and delivery and explored OOH’s role in today’s media landscape.
Colum Harmon, marketing director, PML Group, discussed the evolution of the medium and how key pillars of OOH combine to deliver a sophisticated mass marketing channel for advertisers. Louise Enright, director, Source out of home, and Keith Brennan, account manager, PML, explained how data is influencing strategic thinking and planning.
Brennan showed how relevant data is being infused into various campaigns to deliver solutions, including work for Lotto and Diageo. Gerard O’ Neill, Amárach Research, revealed findings from fieldwork conducted around Cadbury’s recent Premier League campaign, revealing uplifts in key metrics for the campaign’s Dynamic elements.
Martin McCully, global design director, Liveposter, explained how creating Dynamic and tailored creative for medium results. He showcased top work from the UK and US. A panel from JCDecaux, Exterion Media and Clear Channel spoke about inventory developments and what is to come next year and beyond – including Digipanels and digital bridges.
Colum Harmon, marketing director, PML Group, later said that Now & Next showed how OOH works strategically. “We’re making great strides in terms of data-led planning and Dynamic delivery with exciting and effective work for brands. We look forward to bringing more optimised and strategically-driven campaigns to life for our clients in 2019,” Harmon added.
Manuel Yoacham, Starcom, Orlagh Keane, Source out of home with Claire Lynch and Grace Kehir, both AIB, at the PML Group’s Now & Next OOH seminar in the RHA Gallery