About DOOH and in-store advertising: as the industry moves beyond the OTS model (opportunity to see) and starts to deliver actual audience contacts as its currency, it begins to genuinely challenge TV advertising. For advertisers, this could mean better decision-making, improved targeting accuracy and greater value for every krona invested, says Christian Bönnelyche, senior advisor at BizLab.
The TV industry is on the verge of transformation. Longstanding panel measurements are being supplemented — and in some cases replaced — by experiments using big data solutions designed to more accurately reveal who is actually watching commercials. The search for new currencies is intense, though it remains incomplete.
At the same time, Digital Out‑of‑Home (DOOH) and retail media in physical retail have made significant advances, according to Christian. By leveraging AI and sensor technology, advertisers can now access real data about exposures, enabling detailed reporting on:
- Demographics: anonymized estimates of viewers’ gender and age.
- Reach: the number of actual exposures rather than modelled pass‑by estimates.
- Timing: the ability to monitor and optimize campaigns in real time and to buy audiences by time windows.
“Traditionally, OOH has relied on OTS and share‑of‑voice, where price lists are based on models estimating how many people theoretically move through a city center, a shopping mall or a store. With new technology from providers such as BizLab, we can instead deliver actual figures showing how many—and which types of people—have seen a message on a digital screen,” Christian continues.
“What we’re witnessing is a paradigm shift. DOOH and retail media have the potential to surpass linear TV when it comes to modern measurement methods. By delivering verified exposures, the industry can offer advertisers a level of transparency that TV is still striving to achieve,” Christian explains.
“For advertisers, this development means media investments can be managed more efficiently. Clear reach metrics make ROI easier to demonstrate — a change that could shift ad budgets from linear TV to DOOH and retail media,” concludes Christian Bönnelyche, who sees a promising autumn ahead for BizLab.
We are seeing strong interest from retailers in developing both their media businesses and their ability to analyze all customers in store — not just those who ultimately make a purchase. New technologies make it possible to capture and analyze visits comprehensively, giving retailers valuable insights to improve both advertising effectiveness and in‑store operations.