Vistar Media releases whitepaper highlighting the gap between creatives and media buyers

Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH) recently released their whitepaper titled “Mind the Gap”, which highlights the gap existing between advertising creatives and media buyers across the industry.

For Australian marketers, creatives, media buyers and brands, the whitepaper looks at the gap that is preventing campaigns from utilising DOOH to its fullest capacity limiting its true creative freedom. Though this we see that creativity in DOOH is often sacrificed in the name of speed, however new technologies are allowing the combination of creativity and data in DOOH like we’ve never seen before.

Ben Baker, APAC Managing Director at Vistar Media, said: “With the gap between media planning and creative teams remaining a sticking point, leveraging the full creative capacity of DOOH provides a great opportunity for advertisers to reach their consumers through campaigns with high-impact agile displays at multiple touchpoints throughout the buyer’s journey.”

Key findings include:
· According to research from IMARC Group, the global DOOH advertising market reached US $16.9 billion in 2022 and is expected to grow to $35.7 billion by 2028.
· 75% of an ad’s effectiveness is determined by its creative; Advertising Research Federation.
· 50%: Creative quality remains among the top drivers of brand impact accounting for 50% of campaign effectiveness; Kantar Group.
· 2X: Highly creative ad campaigns had nearly double the sales impact of non-creative campaigns; Harvard Business Review.

Baker added: “We’ve seen a growing gap between media buyers and creative teams that has resulted in untapped potential across DOOH campaigns. However, there’s massive opportunity in these two crucial roles working more closely together to better optimize creative for OOH, successfully reaching consumers with high-impact messages at multiple touchpoints throughout the customer journey.”