The New Frontier: Women, Tech, and the OOH Marketing Revolution w/ Dr. Stephanie Gutnik

The New Frontier: Women, Tech, and the OOH Marketing Revolution w/ Dr. Stephanie Gutnik

Marketing Reimagined: The Rise of DOOH and the Women Steering the Shift

🎙️In this eye-opening episode of the Marketing Boost Solutions Podcast, we’re joined by marketing powerhouse and tech trailblazer Dr. Stephanie Gutnik, President of Tuxedo Concepts. With an impressive leadership resume spanning global roles at Yahoo, Billups, OUTFRONT Media, and Broadsign, Stephanie takes us behind the scenes of the fast-evolving world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising. She demystifies how this once-static medium has transformed into a data-rich, AI-powered force in the marketing mix—offering brands unprecedented visibility in the physical world. This blog post delves into the key insights from the episode, offering actionable advice and expert recommendations for marketers looking to leverage OOH advertising effectively.
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The Evolution of OOH Advertising

From Traditional to Digital

Dr. Gutnik highlighted the significant transformation in the OOH advertising space over the past decade. Traditional static billboards have evolved into dynamic digital displays, allowing for quicker creative updates and more sustainable materials. This shift has made OOH advertising more versatile and impactful, integrating seamlessly into the digital age.

Key Innovations in OOH

1. Programmatic Buying: One of the most significant advancements in OOH advertising is the ability to buy and sell ads programmatically. This process, similar to online ad buying, makes OOH more accessible and efficient for marketers.

2. Dynamic Content: Digital displays can now feature real-time updates, such as lottery jackpots or sports scores, enhancing engagement and relevance.

3. 3D Content Activations: These immersive experiences can captivate audiences without the need for special glasses, creating memorable brand interactions.

The Role of AI in OOH Advertising

Optimizing Campaigns

Artificial intelligence (AI) is playing a crucial role in optimizing OOH campaigns. Dr. Gutnik emphasized that AI can streamline the creative process, generate ideas quickly, and tailor content for various formats. This efficiency allows marketers to focus more on strategy and client consultation.

Enhancing Consumer Engagement

AI can also help re-engage consumers who pass by an OOH ad on their mobile devices, creating a seamless journey across touchpoints. However, Dr. Gutnik cautioned against overly personalized ads that may feel intrusive, advocating for a balanced approach.

Misconceptions About OOH Advertising

Cost and Accessibility

Many marketers dismiss OOH advertising due to misconceptions about its cost and complexity. Dr. Gutnik clarified that OOH can be one of the most cost-effective channels, with some of the lowest CPMs in the media landscape. She encouraged marketers to explore OOH and understand its potential for delivering positive results.

Measuring Effectiveness

OOH advertising's effectiveness can be measured through various methods, including:

• Brand Lift Studies: Assessing the impact on brand awareness and perception.

• Footfall Data: Tracking increased foot traffic to physical locations.

• Return on Ad Spend (ROAS): Evaluating the financial return from OOH campaigns.

• QR Codes: Using QR codes in high-dwell areas to track engagement and interactions.

Opportunities for Local Advertisers

Targeted Campaigns

Local businesses, such as realtors or plumbers, can effectively leverage OOH advertising to reach their target audiences. By collaborating with media owners, local advertisers can create tailored campaigns that resonate with their specific market.

Flexibility and Adaptability

The flexibility of digital OOH advertising allows for easy adjustments to campaigns, making it possible to turn ads on or off as needed. This adaptability was particularly beneficial during the COVID-19 pandemic, as media owners had to quickly respond to changing circumstances.

Common Mistakes in OOH Advertising

Tailoring Creative Content

One major pitfall is failing to tailor creative content for the OOH medium. Simply repurposing ads from digital platforms without considering the unique characteristics of OOH can lead to ineffective campaigns. Dr. Gutnik advised marketers to listen to their media partners and optimize their creative strategies accordingly.

B2B Opportunities in OOH

Targeting Professional Settings

OOH advertising is not limited to B2C businesses; it can also be effective for B2B marketing. Targeting specific office buildings and industries can yield successful campaigns, demonstrating the versatility of OOH advertising.

The Future of Advertising

Shift Towards Brand-Focused Advertising

Dr. Gutnik predicted a shift back towards brand-focused advertising, moving away from the heavy emphasis on performance marketing. This trend reflects a desire for brands to connect with consumers on a more personal level, fostering a sense of community and engagement.

Creative and Experiential Campaigns

Looking ahead, Dr. Gutnik envisions creative and experiential OOH campaigns that incorporate unique formats and interactive elements. Combining traditional advertising with engaging experiences can create memorable connections with consumers.

Final Words of Wisdom

Embrace Curiosity and Risk-Taking

Dr. Gutnik encouraged marketers to embrace curiosity and calculated risk-taking. Whether you're a junior media buyer or a seasoned executive, exploring new avenues like OOH advertising can lead to surprising and rewarding results.

Recommended Resources

For marketers looking to stay ahead of trends, Dr. Gutnik recommended reading materials that are unrelated to marketing, such as the book Becoming Trader Joe. Drawing inspiration from diverse topics can spark innovative ideas and enhance creative thinking.

The insights shared by Dr. Stephanie Gutnik in this episode of the Marketing Boost Solutions Podcast provide valuable guidance for marketers looking to navigate the complexities of OOH and DOOH advertising. By leveraging technology, data-driven insights, and creative strategies, businesses can unlock the full potential of OOH advertising and achieve impactful results.

For more expert advice and marketing solutions, stay tuned to the Marketing Boost Solutions Podcast and explore the power of out-of-home advertising in your marketing strategy. You can also connect with Dr. Gutnik below:

💼 LinkedIn: https://www.linkedin.com/in/stephaniegutnik/