Out-of-home and top of mind: Moving beyond panels in out-of-home marketing

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Abstract: After exploring the state of advertising, with particular regard to out-of-home media, this paper discusses how the online experience has created new expectations from both advertisers and consumers, requiring changes in the practice of out-of-home marketing. The paper argues that it takes more than simply digitising media assets to stay at the forefront of innovation. Rather, it is essential to find more opportunities to collect valuable insights from increasingly connected consumers. Out-of-home advertising today is increasingly dependent upon a data-driven approach. This paper explores the issues of accountability relating to out-of-home media, and how to address these issues by harnessing data and building a value-creating ecosystem.

Keywords: media, out-of-home, billboard, data-driven, audience measurement, data-led creative, digital, media, accountability

Isaline Duminil is Marketing and Communications Director for JCDecaux Singapore, where she leads the strategy for all innovation, data, transformation, marketing and communications initiatives. She began her career in marketing development for LVMH before heading to L’Oreal, where she took charge of global social media strategy for the Biotherm brand. After a few years as an entrepreneur in the e-commerce industry, she consulted for some of the top liquor and spirit players in South-east Asia. She holds a master’s degree in marketing and communications from the Centre d’études littéraires et scientifiques appliquées (CELSA).

François-Xavier Pierrel is Chief Data Officer for the JCDecaux Group, where he is responsible for data science, partnerships and project management within the data division. He has previously worked for Microsoft as Head of Adtech Solutions, France and Benelux; at Facebook as Head of Marketing Science for Southern Europe; and at Renault as Global Director Data, CRM & Social. He holds a master’s II degree in brand strategy and an executive MBA in management and communication from CELSA, as well as a master’s degree in international procurement and a technical degree in marketing.