DELIVER, a campaign management platform to help kickstart the UK's outdoor advertising industry

DELIVER，一个帮助启动英国户外广告行业的活动管理平台

• 批准号: 86294
• 金额: $ 12.74万
• 依托单位: ENIGMA CODE LIMITED
• 依托单位国家: 英国
• 项目类别: Collaborative R&D
• 财政年份: 2020
• 资助国家: 英国
• 起止时间: 2020 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=86294
• 关键词: DELIVER; campaign; management; platform; help

The UK's OOH advertising industry faces many problems in a world defined by COVID-19\.The general economic downturn and reductions in outdoor audiences have resulted in an 80% drop in OOH spending from March to June 2020\. Furthermore, long-standing industry issues have conflated with the unpredictable advertising landscape and consumer behaviours. A lack of standardisation, flexibility and limited opportunities for granular demographic targeting in digital OOH means that advertisers have lost confidence and are reluctant to spend their budgets on this channel vs online, TV, radio and others.Where OOH campaigns are booked, these are currently low cost, have short turnarounds and incur high risks due to unexpected COVID-19 developments. This situation is also adversely affecting the industry's overall sustainability and ambition to implement clean growth and net zero initiatives.DOOH.com is proposing research to create an online, comprehensive digital OOH campaign management platform and workflow called DELIVER that uses reusable and flexible 'container' files to be run on digital OOH screens. By providing greater flexibility, accountability and granularity of messaging as standard, overall risks will be reduced and efficacy increased for advertisers.In this way, DELIVER will help to restore advertiser confidence and spending in OOH. Not only will DELIVER help the UK's OOH industry in the short-to-medium term by protecting related businesses, it will also help it to 'build back better' by encouraging more advertisers to run their OOH as digital, flexible and granular campaigns. This will help the hundreds of thousands of workers involved in the UK OOH ecosystem and also directly put back money into local government services, where local councils/authorities receive revenue shares as landlords for OOH sites.

在COVID-19定义的世界中，英国的户外广告行业面临着许多问题。整体经济低迷和户外观众减少导致2020年3月至6月的户外广告支出下降了80%。此外，长期存在的行业问题与不可预测的广告格局和消费者行为相结合。数字户外广告缺乏标准化、灵活性和有限的细分人群定位机会，这意味着广告主失去了信心，不愿意将预算花在这个渠道上，而不是在线、电视、广播和其他渠道。在预订户外广告活动的地方，这些活动目前成本低，周转时间短，而且由于意想不到的COVID-19发展而带来高风险。这种情况也对行业的整体可持续性和实现清洁增长和净零的雄心产生了不利影响。initiatives.DOOH.com正在提议研究创建一个在线的、全面的数字户外活动管理平台和称为DELIVER的工作流程，该平台使用可重复使用的、灵活的“容器”文件在数字户外屏幕上运行。通过提供更大的灵活性，问责制和粒度的消息作为标准，整体风险将降低，并为广告客户提高效率。通过这种方式，DELIVER将有助于恢复广告客户的信心和支出在户外。DELIVER不仅将通过保护相关业务在短期到中期内帮助英国的户外广告行业，还将通过鼓励更多的广告客户将其户外广告作为数字化，灵活和颗粒化的广告活动来帮助其“更好地重建”。这将帮助参与英国户外生态系统的数十万工人，并直接将资金投入地方政府服务，地方议会/当局作为户外网站的房东获得收入份额。