In a fragmented media landscape, Out of Home (OOH) continues to deliver in both reach (90% reach of adult population) and time spent (over three hours a day) with the medium. Alongside this, DOOH will represent 50% of revenues but most importantly will now be able to reach 50% of the adult population.
OOH is reaching a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before.
Here are the first three of Posterscope’s 2018 predictions for the OOH industry:
Location will become mainstream:
With nearly a third of search queries still related to location, location-based messaging is not merely a trend on the rise but an expected part of the service. Advertisers creating Dynamic campaigns, serving relevant contextual messages, are seeing an average uplift of 15% across branding metrics from displaying different messages at different times according to audience context. A single repeated message broadcast in OOH works, but new, flexible ways of serving campaigns means multiple messages highly relevant by location will be a strong option for many campaigns.
Integration with mobile will increase
Touchpoints data shows that 99% of smartphone owners use their devices whilst OOH in any given week. Brands like KFC are already tapping into this by incorporating Snapcodes into OOH campaigns to drive reach and engagement like never before. Combining the two channels makes sense for consumers who already exhibit these behaviours and is appealing for brands who can link them to CRM data and track attribution in new ways. New OOH formats such as public WiFi, phone chargers, beacons and more will strengthen the alignment between OOH and mobile.
Automation will drive efficiency
Automation in the media world has various definitions but a key benefit is efficiency. Lead times are reduced, activation sped up and time previously spent on manual tasks can be freed up to out-think competitors. Advertisers will take advantage of live OOH availability allowing more efficient buys and making investments go further in a tried and tested channel.
For the full Posterscope report previewing the 2017 landscape, please visit http://bit.ly/2BlPg6e
Posterscope is a full service out of home communications specialist with 700 people in 48 offices across 27 countries. US offices include New York, Los Angeles and Detroit. Posterscope is at the vanguard of cutting edge developments in OOH such as digital, programmatic, and OOH interactivity. Clients include: General Motors, Mastercard, Disney, The Home Depot, Red Bull, Adidas among others.