Cherry was speaking today (23 March) on a panel entitled ‘What data can DOOH for us today’ at . He noted that 2014 saw a rise in the number of experiences being amplified through DOOH, such as in London.
When asked by Event where the marketing crossover will lead next, he said: "I think the opportunity moving forward is to not only link the experiential space with the digital screen, but taking that activity and using the screen to broaden the experience, by reaching as many people as possible.
"Marketers should look at using DOOH less as a stunt but as an enabler to getting more consumers involved in the experiential activity," he added
However Lindsay Rapacchi, head of insight and research at OOH agency Amscreen, said he worried that too much focus on creative experiential can disturb the effectiveness of digital screen technology. "DOOH is a long way to realising its potential – it’s not as profitable as it should be. By developing highly experiential campaigns around it at this point in time, we’re not realising the current potential."
Cherry agreed that it is important not to let experiential distort a digital campaign, and vice versa. "Not too many things going on, but there’s always a risk of taking a concept and overcomplicating it and doing it just for the sake of it," he added. "Simplicity is the key – it’s about having a strong, creative idea and executing that really well."
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