oOh!media New Zealand has announced that David Owen has joined the team as Research & Insights Director. Owen hails from TVNZ where he was the Senior Research & Insights Manager.
We’re really excited to have Dave join the team and bring his wealth of experience working for media businesses spanning television and magazines, as well as Roy Morgan. The addition of Dave to the team is a massive step towards achieving our ambition of being truly audience-led.Nick Vile, oOh! General Manager
Owen said, “Over the last few years Out of Home has emerged as one of the fastest growing media channels for advertisers, and it’s easy to see why with all the innovation & growth that is happening. Being a new role in the business I’m excited to bring my understanding of consumers & insights and leverage the wealth of knowledge that we already have in both NZ and AUS to help drive the business forward, including our oOh! Behavioural Targeting, which we are launching soon. ”
Q&A with David Owen
What excites you about your role?
Over the last decade Out of Home has emerged as one of the fastest growing media channels for advertisers, and it’s easy to see why with all the product and audience innovation that is happening. The continued digitisation, ability to integrate diverse datasets and advancement of measurement make it a really exciting time to join the industry. I’m excited to get stuck in and provide the data & insights that link our advertisers with consumers.
What excites you about working for oOh!?
The oOh! team have been recognised as leaders in the Out of Home sector, through innovative campaign solutions, data and audience products, and the quality of their relationships in market. Being a new role in the business I’m excited to bring my understanding of consumers & insights and leverage the wealth of knowledge that we already have in both NZ and AUS to help drive the business forward.
What are some challenges you see in your role over the next 12 months?
With the launch of Calibre and robust measurement being relatively new to the market, making sure that advertisers and agencies get the most out of the tools is one of the key challenges. While also future proofing measurement and tapping into relevant datasets so that it continues to deliver for our advertising partners.
What are some challenges you see in the OOH/ad industry?
Bringing together all the main players in the OOH industry to provide a standardised audience measurement solution is key to help continue to drive revenue for the category. As an industry we need to continue to be at the forefront of innovation from a product, measurement, and consumer insights perspective.
For advertisers the challenge is always going to be how to reach their consumers. As audiences continue to fragment making them harder to reach through single channels, understanding the ideal media mix and the role that each media plays on the path to purchase will continue to be really important.
Where are the opportunities?
Understanding consumers and how OOH reaches them in their lives will always uncover the best opportunities to link our advertising partners with consumers. While as an industry we need to continue to use data to measure, quantify and deliver those insights to the market.