Susan Cho is a Group Sales Director that has worked with Ubimo, a Quotient brand, for the last few years, and has built quite the repertoire in the Digital Out-of-Home (DOOH) space. In our recent spotlight interview, Cho spoke on the future of DOOH, COVID-19’s effect on movement data, the power of this technology, and sales at large.
Read on to discover more about how DOOH works, its benefits, and how this high impact media can benefit your brand.
Why is DOOH a powerful way to reach customers?
Digital Out-of-Home is the largest screen outside of the home, which allows brands to be highly visual and impactful. It also has contextual relevance; for instance, these screens can be located at malls, grocery stores, gyms, doctors’ offices, or bus shelters. For CPGs, Out-of-Home (OOH) is a major point of influence, and the last screen customers may see before going into the store, which is very powerful.
How have you witnessed DOOH change over the years you’ve worked in it?
For the past year, DOOH has been going through a moment of disruption. Mobile technology has allowed OOH companies to connect and measure performance of specific boards which has made it more attractive to a new group of advertisers. As part of Quotient, we also have access to valuable shopper data which allows us to target buyer audiences and measure sales performance based on OOH exposure. OOH measurement has not been possible until recently, but we are proud to pioneer the solution.
The digitization of screens is also accelerating inventory availability in a programmatic format, which has changed the way OOH is planned, executed, and measured alongside other digital channels.
Lastly, the synergy between OOH and social is so powerful. The more attractive and compelling the OOH creative, the more likely it is to be digitally shared and seen across a global audience which creates unprecedented reach and scale for brands.
Where do you see the future of DOOH going?
COVID-19 has expedited the need for DOOH to be programmatic and has accelerated its adoption. Brands today need to be able to swiftly shift, pause, and optimize campaigns.
At Ubimo, we have designed and built a platform specifically to help brands leverage movement data and tools to execute and plan OOH seamlessly. Our team of experts understand the intricacies of OOH and can guide and strategize with clients so they can develop campaigns that hit all of their KPIs.
What do you like most about your job?
I truly enjoy relationship building. I love connecting and getting to know new people on a regular basis. I spent 13 years on the agency side, which meant that my day-to-day evolved one large blue-chip account but now I have the opportunity to work with different clients on various projects across different teams.
I also enjoy the problem-solving aspect of my job. Every solution is different and custom to the client—which is an exciting challenge.
While there is the pressure of hitting revenue goals, you’re always learning in sales—every new meeting provides an opportunity for growth and challenge.
To get in contact with Susan to learn more about Ubimo’s offerings or how Digital Out-of-Home can amplify your campaigns and strategy, contact scho@quotient.com.
