Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Practice paper

Out-of-home and top of mind: Moving beyond panels in out-of-home marketing

Isaline Duminil and François-Xavier Pierrel
Applied Marketing Analytics: The Peer-Reviewed Journal, 5 (2), 106-120 (2019)
https://doi.org/10.69554/EYGU1424

Abstract

After exploring the state of advertising, with particular regard to out-of-home media, this paper discusses how the online experience has created new expectations from both advertisers and consumers, requiring changes in the practice of out-of-home marketing. The paper argues that it takes more than simply digitising media assets to stay at the forefront of innovation. Rather, it is essential to find more opportunities to collect valuable insights from increasingly connected consumers. Out-of-home advertising today is increasingly dependent upon a data-driven approach. This paper explores the issues of accountability relating to out-of-home media, and how to address these issues by harnessing data and building a value-creating ecosystem.

Keywords: media; out-of-home; billboard; data-driven; audience measurement; dataled creative; digital; media; accountability

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Author's Biography

Isaline Duminil is Marketing and Communications Director for JCDecaux Singapore, where she leads the strategy for all innovation, data, transformation, marketing and communications initiatives. She began her career in marketing development for LVMH before heading to L’Oreal, where she took charge of global social media strategy for the Biotherm brand. After a few years as an entrepreneur in the e-commerce industry, she consulted for some of the top liquor and spirit players in South-east Asia. She holds a master’s degree in marketing and communications from the Centre d’études littéraires et scientifiques appliquées (CELSA).

François-Xavier Pierrel is Chief Data Officer for the JCDecaux Group, where he is responsible for data science, partnerships and project management within the data division. He has previously worked for Microsoft as Head of Adtech Solutions, France and Benelux; at Facebook as Head of Marketing Science for Southern Europe; and at Renault as Global Director Data, CRM & Social. He holds a master’s II degree in brand strategy and an executive MBA in management and communication from CELSA, as well as a master’s degree in international procurement and a technical degree in marketing.

Citation

Duminil, Isaline and Pierrel, François-Xavier (2019, July 1). Out-of-home and top of mind: Moving beyond panels in out-of-home marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 2. https://doi.org/10.69554/EYGU1424.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 5 / Issue 2
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.