{"id":4420,"date":"2023-03-16T08:00:47","date_gmt":"2023-03-16T08:00:47","guid":{"rendered":"https:\/\/global.com\/nl\/?p=4420"},"modified":"2023-03-16T08:30:16","modified_gmt":"2023-03-16T08:30:16","slug":"dooh-event-2023-what-the-funnel","status":"publish","type":"post","link":"https:\/\/global.com\/nl\/dooh-event-2023-what-the-funnel\/","title":{"rendered":"DOOH event 2023: What the Funnel!?"},"content":{"rendered":"

In 2022 had Digital Out-of-Home (DOOH) duidelijk de wind in de rug. De omzet van DOOH steeg in 2022 met 34%<\/a> ten opzichte van 2021 en oversteeg hiermee voor het eerst de radio omzetten. Dit komt mede door de vele mogelijkheden van dit medium. Toch worden deze nog altijd niet volledig benut. \u00a0<\/strong><\/p>\n

 <\/p>\n

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Voor het jaarlijkse DOOH-event keerde Global Media & Entertainment terug naar waar de digitale reis voor hen begon, Amsterdam Centraal Station. Met \u2018What the Funnel!?<\/i>\u2019 als thema inspireerden drie DOOH-kenners de aanwezigen door aan de hand van strategie, implementatie en creatie de toepasbaarheid van het medium te laten zien. Naast de mogelijkheden van DOOH in de funnel werd ook gekeken naar groei en ontwikkelingen van het medium in het record brekende jaar 2022.<\/p>\n

Is de <\/span><\/b>funnel <\/span><\/i><\/b>nog van deze tijd?\u00a0<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h3>\n

Om beter in te spelen op het gedrag van deze groep, is het belangrijk om te weten welke stappen ze maken om hier vervolgens de funnel op aan te passen. De keuzes die deze doelgroep maakt hebben, vaker dan bij andere generaties, een emotioneel uitgangspunt.\u00a0Thema\u2019s als <\/span>cultural impact<\/span><\/i>, <\/span>community relevance<\/span><\/i> en <\/span>commerce connection<\/span><\/i> zijn voor hen leidend.\u00a0Wanneer zij zich met het merk of product kunnen identificeren zullen ze zich converteren naar klanten. Het veroveren van hun hart is dus leidend in de funnel van de toekomst. \u00a0<\/span>\u00a0<\/span><\/p>\n

DOOH in elke laag<\/b><\/h3>\n

Dominiek van Esse<\/a>, Manager Marketing Channels & Media bij Gall&Gall, inspireerde de aanwezigen door de veelzijdigheid van DOOH te presenteren, toegepast op de zomercampagne \u2018Geniet van je zomer\u2019 van Gall&Gall. In voorgaande jaren werd DOOH gezien als medium dat\u00a0uitsluitend in te zetten is in \u00e9\u00e9n van de afzonderlijke lagen van de funnel. Door te focussen op contextuele relevantie, is DOOH in deze campagne voor het eerst volledig verticaal ge\u00efntegreerd.\u00a0<\/span>\u00a0<\/span><\/p>\n

In de zomer van 2022 heeft de slijterijketen DOOH op bijzonder innovatieve manieren ingezet. Als eerste stap in de funnel (<\/span>\u2018touch\u2019<\/span><\/i>) werden \u2018genietmomenten\u2019 gedefinieerd. De content hiervoor werd met het oog op de verhoudingen van DOOH en mobile al volledig verticaal gecre\u00eberd.<\/span>\u00a0<\/span><\/p>\n

In de <\/span>’tell\u2019 <\/span><\/i>laag werd meer contextuele relevantie toegevoegd door de creaties dynamisch in te zetten op plekken waar deze genietmomenten plaatsvonden. In de laatste stap (<\/span>\u2018sell<\/span><\/i>\u2019) werd deze campagne daadwerkelijk gekoppeld aan verkooppunten van Gall&Gall, met een duidelijke aanbieding en CTA. <\/span>Ook ontwikkelde Gall & Gall een <\/span>custom API<\/span><\/i> waarbij de campagne aan de hand van de weersvoorspelling konden worden aangepast. <\/span>\u00a0<\/span><\/p>\n

\u201cIt all starts with a poster\u201d<\/span><\/i><\/b><\/p>\n

David Snellenberg<\/a>, o.a. schrijver van het boek \u2018Think like an adman, don\u2019t act like one\u2019<\/span>, nam de bezoeker mee in zijn visie op creatie. Wat hem betreft zit de kracht van creatie nog altijd verscholen in simpelheid. Er zijn niet altijd bombastische creaties nodig om de aandacht te trekken. Een simpele poster\u00a0met een doordacht idee kan veel meer zeggen dan een drukke tegenhanger. Of zelfs meer dan een advertentie van 45 seconden.<\/span>\u00a0<\/span><\/p>\n

Simpel is geen synoniem voor makkelijk of saai. Het is juist de ultieme uitdaging. Vraag jezelf altijd af: \u201ckan jij je boodschap overbrengen in maar 4 woorden?\u201d Waarschijnlijk is dit veel moeilijker dan gedacht. Door dit toch te doen, zal de essentie van de boodschap beter overkomen. Volgens David is simpel houden de basis waar we naar terug zouden moeten keren.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Ben je op zoek naar Digital Out-of-Home inspiratie, kennis en\/of cases<\/span>? Neem gerust contact met ons op.<\/a>\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In 2022 had Digital Out-of-Home (DOOH) duidelijk de wind in de rug. De omzet van DOOH steeg in 2022 met 34% ten…<\/p>\n","protected":false},"author":19,"featured_media":4427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"acf":[],"yoast_head":"\nDOOH event 2023: What the Funnel!? - Global Nederland<\/title>\n<meta name=\"description\" content=\"Digital Out-of-Home maakt een immense groei door, tijdens 'What the Funnel!?' inspireerde we aanwezigen strategisch en creatief over het medium.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/global.com\/nl\/dooh-event-2023-what-the-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DOOH event 2023: What the Funnel!? 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Als je het aan Bart Lakeman<\/a>, Head of <\/span>strategy bij UM, vraagt, moeten we anders kijken naar het aankoopproces van jonge consumenten, of wel Gen Z\u2019ers, dan we gewend zijn.<\/span> Deze consumenten denken namelijk niet in een funnel. \u00a0Het aankoopgedrag kan niet langer zo lineair worden geanalyseerd als marketeers voorheen deden. <\/span>\u00a0<\/span><\/p>\n