A global leader in SEO, content marketing, and data analytics, Anastasia Braitsik is our Digital Marketing expert. In this interview, Anastasia will share insights on how United Neon has adapted to the rise of digital billboards, the role of data-driven strategies, the influence of research and development on digital transformation, and other aspects driving their success in the outdoor advertising industry.
Can you explain how United Neon has adapted to the rise of digital billboards in the outdoor advertising industry?
United Neon has embraced the digital transformation in outdoor advertising by shifting towards data-driven strategies. We’ve invested in research and development alongside marketing and advertising tech companies to understand the impact of digital on our business. This commitment led to our iconic 3D LED screens in BGC, showcasing our innovative approach. Integrating digital marketing into our campaigns allows us to create cohesive strategies across various platforms, similar to Netflix’s show-specific promotions.
What role has data-driven strategies played in this adaptation?
Data-driven strategies are crucial for understanding consumer behavior and enhancing targeting capabilities. By collecting valuable data, we can develop interactive displays that serve broader community purposes beyond mere advertising. Our focus on data helps us stay ahead of the curve and continuously innovate.
How have investments in research and development influenced your digital transformation?
Investments in research and development have been pivotal for our digital transformation. These investments enable us to remain at the forefront of innovation, creating stunning 3D video materials and advanced digital displays. Our commitment to R&D ensures that we can adopt new technologies and deliver cutting-edge solutions to our clients.
Can you describe the process that led to the creation of your 3D LED screens in BGC?
The creation of our 3D LED screens in BGC was driven by our commitment to innovation and engagement. We collaborated with leading tech companies to develop the technology and design these screens. The process involved extensive research, prototyping, and refinement to ensure that the final product was both visually captivating and functional.
How do you ensure that your interactive displays serve community purposes beyond mere advertising?
We ensure our interactive displays serve community purposes by focusing on content that resonates with the audience and adds value. This includes informational content, community announcements, and interactive elements that engage users. Our aim is to create displays that are not only advertising tools but also contribute positively to the community.
What are some ways you integrate digital marketing with your outdoor advertising campaigns?
Integrating digital marketing with outdoor advertising involves using data analytics to target specific demographics and locations effectively. We combine online and offline strategies to reinforce brand messaging, ensuring our campaigns are impactful and resonate with the audience. This holistic approach enhances consumer engagement and meets evolving expectations.
Why is it important for United Neon to develop cohesive strategies across various platforms like Netflix does with its show-specific promotions?
Developing cohesive strategies across various platforms is important to maintain consistency in brand messaging and maximize reach. Similar to Netflix’s approach, cohesive strategies allow us to create unified campaigns that engage audiences across multiple touchpoints, enhancing the overall effectiveness of our advertising efforts.
Could you elaborate on some key partnerships United Neon has formed in recent years?
United Neon has formed strategic partnerships with advertising agencies, technology companies, screen manufacturers, and commercial space owners. These collaborations enhance our inventory offerings, media planning, creative execution, and measurement methods. Partnerships with commercial space owners help us secure prime locations, ensuring our ads reach high-traffic areas.
How have these partnerships enhanced your relationships with stakeholders and contributed to your success?
These partnerships have strengthened our relationships with stakeholders by fostering collaboration and shared goals. Working closely with our partners allows us to deliver more impactful campaigns, access advanced technology, and secure strategic locations. This collaborative approach contributes to our success and positions us as a leader in the industry.
What are some benefits of collaborating with other out-of-home (OOH) media owners?
Collaborating with other OOH media owners enables us to create more compelling inventory offerings and share insights that benefit all parties involved. These collaborations help us expand our reach, improve our campaign effectiveness, and enhance our overall service delivery.
How do partnerships with advertising agencies contribute to the media planning and creative execution processes?
Partnerships with advertising agencies are invaluable for media planning and creative execution. These agencies bring expertise, innovative ideas, and market insights that help us align our campaigns with target audiences. By working closely with them, we ensure our OOH campaigns are impactful and resonate with consumers.
What are the advantages of collaborating with technology companies on OOH measurement methods?
Collaborating with technology companies on OOH measurement methods allows us to explore advanced techniques for tracking and evaluating campaign performance. These partnerships enable us to deliver real value to our clients by providing accurate data, insights, and metrics that demonstrate the effectiveness of our advertising efforts.
How do partnerships with screen manufacturers and commercial space owners enhance your capabilities and offerings?
Partnerships with screen manufacturers ensure we have access to high-quality displays and the expertise needed for repairs and recommendations. Collaborations with commercial space owners help us secure prime locations for our ads, maximizing visibility and impact. These partnerships enhance our overall capabilities and offerings.
What opportunities do you see on the horizon for United Neon’s partnerships?
We see tremendous opportunities in expanding our partnerships with emerging technology companies, exploring new measurement methods, and securing more strategic locations. These opportunities will allow us to continue innovating and enhancing our service delivery, maintaining our leadership in the industry.
How does the shift towards on-demand services and mobile-first experiences impact your approach to outdoor advertising?
The shift towards on-demand services and mobile-first experiences prompts us to integrate offline and online strategies effectively. By bridging these two worlds, we can reinforce brand messaging, enhance consumer engagement, and create more impactful campaigns that meet evolving audience expectations.
Why is it effective to combine online and offline strategies in advertising?
Combining online and offline strategies is effective because it reinforces brand messaging across multiple platforms, increasing audience reach and engagement. This holistic approach ensures consistency in communication, making campaigns more memorable and impactful.
How has the integration of data analytics changed your approach towards targeting and personalization in outdoor advertising?
Integration of data analytics has revolutionized our targeting and personalization strategies. By analyzing consumer data, we can identify strategic locations that align with target markets and optimize our campaigns to reach the right audiences more effectively.
How do you help brands identify strategic locations that align with their target market?
We use data analytics to pinpoint high-traffic areas that attract the brand’s specific target market. By strategically selecting these locations, we ensure that the brand’s messaging reaches the intended audience, maximizing the value of their advertising investments.
What metrics do you use to measure the ROI of outdoor advertising campaigns?
We measure the ROI of outdoor advertising campaigns using metrics such as impressions, brand lift, and marketing attribution. By analyzing the brand’s position and sales before and after the campaign, we provide valuable insights into performance and effectiveness.
How do you analyze and provide insights into the performance of these campaigns?
We analyze campaign performance by collecting data on impressions, engagement, and sales metrics. Our Business Intelligence and Data Analysis team then interprets this data to provide actionable insights, helping brands understand the impact of their outdoor advertising efforts.
Is there a growing demand for sustainability-focused outdoor advertising from your clients?
Yes, there is a growing demand for sustainability-focused outdoor advertising. Clients are increasingly seeking eco-friendly media formats and responsible marketing practices. We emphasize sustainability in our messaging and work with advertisers to create narratives that highlight their commitment to the environment.
What specific questions do clients in the sustainability segment usually ask?
Clients in the sustainability segment typically ask about the eco-friendliness of our media formats, the environmental impact of their campaigns, and opportunities for promoting responsible marketing practices. They are keen to know how their advertising can contribute to sustainability goals.
How does the demand for sustainability-focused advertising influence your marketing messaging?
The demand for sustainability-focused advertising influences our marketing messaging by highlighting our commitment to eco-friendly practices and promoting responsible advertising. We aim to inspire our clients to adopt sustainable narratives and practices in their campaigns.
Can you give examples of how you promote sustainability and responsible marketing practices?
We promote sustainability by offering eco-friendly media formats, reducing the environmental impact of our operations, and encouraging advertisers to create sustainable narratives. Examples include using energy-efficient screens, recycling materials, and supporting community initiatives.
What is the overall role of your Business Intelligence and Data Analysis team in enhancing campaign effectiveness?
Our Business Intelligence and Data Analysis team plays a crucial role in enhancing campaign effectiveness by providing data-driven insights. They analyze metrics, interpret results, and offer recommendations that help brands optimize their outdoor advertising strategies.
How has United Neon managed to stay at the forefront of the outdoor advertising industry in the Philippines?
United Neon has stayed at the forefront by embracing digital transformation, investing in research and development, forming strategic partnerships, and prioritizing innovation. Our commitment to data-driven strategies and sustainable practices ensures we remain a leader in the industry.
Do you have any advice for our readers?
My advice for readers is to embrace innovation, leverage data-driven strategies, and prioritize sustainability in your marketing efforts. Stay adaptable, invest in research and partnerships, and always strive to create impactful campaigns that resonate with your audience.
