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ExhibitionStage #2-10 OOH in a New Era: Measuring Impact and Driving Fast PDCA with TV, Digital, and DOOH Triple Media
This presentation introduces the joint initiative by LIVE BOARD, INC. and DENTSU INC. for “Integrated Reach Analysis Across Three Media: TV, Digital, and DOOH.” As multi-channel and multi-media approaches advance, there is a growing demand for integrated, cross-media evaluation.
LIVE BOARD collaborated on a proof-of-concept for digital OOH functionality within DENTSU's “MIERO Digi×TV” dashboard. By combining LIVE BOARD's DOOH ad delivery data with DENTSU's proprietary analytical methods, this enables not only integrated reach analysis but also comparison of target reach efficiency, media selection, and advertising budget allocation. Analysis results can be visualized in as little as five days after campaign completion, supporting rapid PDCA cycles.
We also introduce the background behind DOOH's evolution into an advertising medium that can be “measured and managed” using the same standards as TV and digital, along with key points for its utilization in cross-media strategies. This is essential content for advertising and marketing professionals seeking to execute strategic advertising operations.
