Interview. Dio Boaca (Phoenix Media): “My vision is to help...

Phoenix Media agency, the launcher of SETI, has recently put on the market another project: STOC – the most innovative software for the outdoor media industry in Romania. BR met with Dio Boaca, general director of Phoenix Media, and found out more about the recent news, but also about the agency’s plans and inspirations.

By Romanita Oprea

How did the concept of the new software come up?

From the very beginning Phoenix Media set its goals to the future. Since we brought into the market the first DOOH TV screens we looked into digital and technology solution that will take our business ahead of times. STOC became a brand just now, but its first version was actually implemented years ago for our internal needs and we continuously developed it to become the today’s revolutionary software prepared to change the way DOOH is operating at international level.

What does it bring new to the outdoor industry in Romania?

Everything is new. STOC – Standard Tool of Organizing campaigns – is an online solution with direct accessibility on any device and it can work even on 2G, this is the biggest differentiator versus technical solutions that are used in other big markets. STOC is a tool with direct impact on business (multiple internal and selling management benefits) and on campaigns management because is a campaign centric software focusing on the campaign structure and it’s expected results. Never the less I’m proud that STOC has highest military & bank grade security standards.

Do you have an international inspiration?

I have no reason not to perform with this product on other markets. It is unique, can help any DOHH business owner to manage their network better, to cut costs and increase sales and to deliver to their clients a better product…DOOH campaigns with measurable results.

With whom did you work in creating it?

All the ideas, the improvements, the technical solutions, the functionalities came within my team. I have around me a strong and ambitious group of people, who believed in the power of technology and each of them contribute to what we have to offer today. We are only 12 people at Phoenix Media, but we act like 50. We had to externalize the brand design as we needed other competences and we worked with our trusted partner Cristian Popescu from Dork’s Creative.

How would you characterize the outdoor industry in Romania at the moment?

Our work efforts focused on the OOH evolution, DOOH is the evolution in digital of classical OOH that should impact on adopting a new perspective in media strategies, media planning and channel prioritization. My vision is to help this industry to grow…again.

How is the digital impacting it?

Big time! It means evolution, it means future, it means reborn.

How is Phoenix media positioning itself in this mix?

We are the First DOOH TV screen in Romania, we are the First Company with audience data in OOH, we are the First Company with programmatic Buying system in OOH, we are the First Company who have Real time bidding in OOH, so we are on this market a step ahead of our times.

What do you do to always keep up with the technology and, moreover, how do you keep on bringing novelties on the market?

“We live in an era of digital”, for us this became a way of doing business. We understood that we need to differentiate, that we need to use technology and innovate to find ways to help our clients and agencies to sell better, to differentiate themselves, to be on air faster, to obtain relevant results.

What are the trends at this moment in the digital OOH in Romania?

I hope other will follow us, as competition is needed and I hope we can influence also the indoor market to become stronger and more desirable.

What are the main challenges and how do you approach them?

When we launched STOC, we launched also SETI 2.0 and the CSM – Client Service Management – a tools where every client and agency can mange their Phoenix Media accounts: financial, legal and media. So now, the challenge is to convert all my business partners to use all this tools.

Then to never stop looking to the future with new ideas like LIVE A/B testing of the campaign visual, supported of course by a research conducted by D&D Research.

Another idea, that challenged us, is a tool called WiFi Scanning – this is data collector that will help us to identify new stereotypes of interaction with our media channel. D&D Research will also help us to analyze and understand the value of this data. This is a long term project and we want to make it perfect so it will take some time, I hope in the end of 2018 it will be made public.

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