Dear DPAA Community,
The emergence of the Coronavirus has introduced a challenging time for all of us globally.
First and foremost, we would like to extend our best wishes to the individuals, families and friends of our community who have been directly impacted by the crisis.
We are monitoring the developments closely and are committed to the health and well-being of staff, event attendees, and members.
As markets are fluctuating and The U.S. Federal Reserve stated: “there are evolving risks to economic activity”; we live in a vibrant omnichannel Digital and OOH World and proffered below is guidance and messaging for our teams doing our business in uncertain times.
BUSINESS GROWTH GUIDANCE:
- Please note brands that cut back advertising in uncertain and economically challenged times take longer (and need to spend more) to ramp back up as their brand awareness, share of voice and market share were all compromised.
- Historically, many brands ended up leading their categories when they increased their ad expenditures during uncertainty.
- In uncertain times, there’s desire to shift spend to more measurable media. In today’s OOH that delivers up and down the marketing funnel, mobile ID and other data enable us to see lift and KPIs from store sales and web usage.
- In today’s OOH, our powerful screen and targeting attributes maintain a brand’s important share of voice.
- Programmatic makes OOH advertising much more effective in reaching targets and limiting waste circulation, another aspect sought in difficult times.
AND…
- Thanks to the digitization of OOH, we now have screens that can offer timely content! This is an ideal opportunity to put useful consumer messaging and relevant PSAs on screens offering value to society, stronger consumer relationships, engagement and trust.
- This is a good opportunity to be good partners, upstanding members of the community, and consultants to brands and others.
ALSO, RE: AGREEMENTS
Check all existing, pending and future contracts with vendors to see what impact a postponement or cancellation may have. We rely on a DPAA member who knows our space intensely well- Michelman and Robinson. Feel free to reach out to their expert counsel for any guidance you may need to navigate contractual or similar issues.
We will continue to provide updates to the DPAA Community, and we remain optimistic that there will be an eventual end to this challenging period.
With best regards to all,
DPAA Team