How digital is driving out-of-home advertising growth

battersea dogs & cats home digital out of homeThe Out-of-Home (OOH) industry has achieved great things in 2015 and with 3.9 per cent sector growth predicted in Western Europe, according to Carat’s Ad Spend Report, the future is looking brighter still. Better yet, Carat is forecasting a 4.3 per cent rise in OOH advertising spend in 2016.

Growth in Digital Out-of-Home (DOOH) has played a huge part in this. The proliferation of data in the sector, driven by technology, is allowing media owners to facilitate campaigns that are more targeted and contextual, driving engagement with consumers like never before. Campaigns now are also more measurable, offering greater accountability to advertisers keen to optimise their messaging and creative in real-time.

Strategic partnerships, such as ours with Telefonica, have enabled media owners to tap into external resources and yield ‘best in class’ data to gain a granular understanding of audiences to rival other mediums. The intelligent use of data is also allowing advertisers to get far more creative with their campaigns, as we have seen with Wall’s Goodbye Serious and Battersea Dogs & Cats Home #LookingForYou (pictured) campaigns this year.

OOH is currently sold in a very old fashioned way, but the industry is transitioning to a true audience-led sell, which is radically changing the market, helping OOH media owners to underpin their revenue growth and enabling the medium to take market share from other forms of media.

Automating the process of buying and selling OOH advertising is accelerating and will create a host of new opportunities in 2016. Every OOH advertising frame in the UK has been given a 10-digit code to facilitate the eventual automated trading of sites between media agencies and owners.

This will enable the automation of both classic and DOOH advertising trading processes, to minimise costs and time inefficiencies while maximising revenue and consumer reach for both buyers and sellers. This increased efficiency will allow our talented sales and marketing teams to spend more time growing the client base that will allow OOH to get its fair share of UK advertising spend, especially among the young, urban and affluent.

Mobile is fast becoming a seamless extension of OOH; the two are complementary mediums, and in a world of connected devices, we expect the rise of socially-driven content to be a significant development in the OOH space in 2016.

Companies, such as social media aggregator TINT, are helping brands to create socially-driven branded content experiences and publish them in moments, giving consumers a new way to access all the social media channels they use on a daily basis whilst they’re out and about.

Out-of-Home businesses are trialing and experimenting with many forms of mobile connectivity, be that Wi-Fi, image recognition, contactless, RFID or beacon technology. We, for example, have developed individual campaigns with all these technologies and have built a beacon network across London on buses. In 2016, incorporating mobile connectivity with OOH will become the norm and not a “special” part of a campaign.

We believe that OOH should command greater market share. The key to this is to demonstrate and prove to advertisers that OOH engages hard to reach audiences on the move with inspiring and innovative communications thereby transforming ordinary journeys into extraordinary memorable experiences.

We’re stepping into the golden age of OOH and we’re taking our clients with us.

Malcolm Stoodley is Commercial Director at Exterion Media. This article is a contribution from The OutLook, the first ever report from Outsmart, Out Of Home’s marketing body.

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