大多數傳統廣告形式面對網絡廣告的興起節節敗退，可戶外廣告牌卻在此時迎來了第二春。戶外廣告（OOH）預計將在2018年增長3.4%，支持者表示，戶外廣告會越來越像網絡廣告那樣，根據受眾、觀看次數以及位置來購買，這在數據驅動的“程序化廣告牌”模式中尤為有效。

時代的標志

Sign of the times

Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; only billboards, dating back to the 1800s, and TV ads are holding their own

印刷、廣播和無線電視等大多數傳統廣告形式面對網絡廣告的興起節節敗退，只有可追溯至19世紀的廣告牌以及有線電視廣告仍然堅守陣地

Such out-of-home (OOH) advertising, as it is known, is expected to grow by 3.4% in 2018, such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.

戶外廣告（OOH）預計將在2018年增長3.4%，這類廣告把受眾注意力從手機上吸引過來，而且不能像網絡廣告那樣可被跳過或屏蔽。

Billboard owners are also making hay from the location data that are pouring off people’s smartphones. Information about their owners’ whereabouts and online browsing gets aggregated and anonymised by carriers and data vendors and sold to media owners. They then use these data to work out when different demographic groups—“business travellers”, say—walk by their ads. That knowledge is added to insights into traffic, weather and other external data to produce highly relevant ads. 

廣告牌公司也在積極利用從人們的智能手機上得到的大量位置數據。有關手機用戶的行蹤和在線瀏覽的信息由運營商和數據供應商匯總并做匿名處理，再出售給媒體所有者。然后它們利用這些數據計算出不同的人口群體（比如“商務旅客”）何時經過它們的廣告牌。把這些信息添加到對交通、天氣和其他外部數據的洞察中，就可以生成高度相關的廣告。

Such targeting works particularly well when it is accompanied by “programmatic” advertising methods, a term that describes the use of data to automate and improve ads. 

這種定向廣告在與“程序化”廣告方法結合時尤為有效。程序化廣告就是利用數據來實現廣告的自動化及改進。

That is possible because billboard owners claim to be able to measure how well their ads are working, even though no “click-through” rates are involved. Data firms can tell advertisers how many people walk past individual advertisements at particular times of the day. Advertisers can estimate how many individuals exposed to an ad for a Louis Vuitton handbag then go on to visit a nearby shop (or website) and buy the product. Such metrics make outdoor ads more data-driven, automated and measurable, argues Michael Provenzano, co-founder of Vistar Media, an ad-tech firm in New York.

這是有可能的，因為廣告牌公司聲稱，即使沒有“點擊率”信息，它們也能衡量廣告的效果。數據公司可以告訴廣告商有多少人在一天中某段時間里走過某個廣告牌。廣告商可以估計出在看到一則路易威登手提包廣告后立即到附近一家商店（或網站上）購買的人數。紐約廣告科技公司Vistar Media的聯合創始人邁克爾·普羅溫扎諾（Michael Provenzano）認為，這些指標讓戶外廣告更多由數據驅動、更自動化，效果也更可測量。

As the outdoor-ad industry becomes more data-driven, tech giants are among those to see more value in it. Netflix recently acquired a string of billboards along Hollywood’s Sunset Strip, where it will start advertising its films and TV shows. Tech firms, among them Apple and Google, are heavy buyers of OOH ads, accounting for 25 of the top 100 OOH ad spenders in America.

隨著戶外廣告行業變得更多由數據驅動，科技巨頭也更多地看到了它的價值。Netflix最近收購了好萊塢日落大道上的一排廣告牌，準備開始宣傳它制作的影視節目。包括蘋果和谷歌在內的科技公司是OOH廣告的重要買家，美國前100大戶外廣告客戶中有25家是科技公司。

-The End-

文章來源：《經濟學人·商論》

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