Audience Activation Director Kinetic Worldwide, UK
''How audience data, insights drive OOH''
Gideon is an OOH practitioner with over 27 years’ media experience working for both media owners and media agencies in Sales, Account Management, and Client Service roles.Most recently, Gideon is involved in the automation of OOH transacting; the trailing of technologies and techniques from other territories and media industries to develop automated decision making in OOH buying – misleadingly referred to as ‘programmatic’. In parallel, Gideon is developing applicable and credible data for decision making in OOH and DOOH, alongside trading methodologies to utilize that data.
Gideon is joint Chair of the IPAO and is a passionate advocate of the medium, and with its development as a fully accountable and dynamic mainstay for existing client’s objectives; whilst bringing new client categories and communications tasks to use DOOH to its full.A member of the Route Methodology group for over 8 years, Gideon was well placed to design and develop planning, insight, measurement, and optimization applications within Kinetic’s Aureus software suite. Applications which are now the most prevalent in the UK market - being used by all major media owners; competitor buyers; auditors, the IPA and Route.