Out-of-home is reaching its ‘big bang’ moment as technology, data and infrastructure are now seamlessly coming together, writes Glen Wilson, the managing director at Posterscope.
Les Binet and Peter Field’s recent IPA study, Marketing Effectiveness in the Digital Era, again draws attention to the importance of reach and time spent with a medium as key drivers of effectiveness. The fact that out-of-home, in its entirety, continues to deliver more than 90% reach and three hours spent in its company every day, underlines its importance and resilience in a transforming media landscape.
Interestingly, the report also observes that, since the advent of digital OOH, effectiveness of the medium has nearly doubled. I believe this is just the start.
I think OOH is nearing its “big bang” moment, where data, technology and physical infrastructure genuinely and seamlessly connect to enable a new era of efficiency and effectiveness for advertisers. All of the key ingredients are in place so here’s why the medium will be bigger and better then ever.
OOH at the speed of life
OOH has been transformed by digitisation over the past few years and that aggressive digital focus will continue in 2018. Fifty per cent of OOH revenue will be digital, and digital alone will be able to reach 50% of the population.
A significant development will be the delivery of more scaled automated trading. We’ve seen lots of column inches and many promises but we’re starting to see the full delivery of automated booking across the industry, albeit at varied pace. For advertisers, the key benefit is speed.
OOH planning and buying has traditionally occurred months out from live dates with the exact sites selected, negotiated and transacted upfront. Now channel investment can be more flexible with some campaign parts confirmed days before the live date.
It can also enable upfront impression commitments but with agile deployment; automated guaranteed, in other words. This will provide a more compelling and competitive proposition to deliver more responsive and reactive broadcast reach.
More flexible, more dynamic, more effective
This more frictionless connection across digital OOH products will see an increasing application of dynamic content and ad-serving to optimise creative delivery. Messaging that reflects more closely what audiences are thinking, feeling and doing at specific moments, in specific places.
Powered by more prolific, accessible and usable data, digital OOH will be used in more dynamic ways and deliver a growing array of benefits to advertisers.
Research has revealed that dynamic digital OOH used to serve more contextually relevant messages increases spontaneous advertising awareness by 18%. Furthermore, ad-serving relevant content by audience increases the effectiveness of a campaign by at least 15%.
Ultimately, where data-driven, location-based insights reveal the customer “moments that matter”, and where OOH is planned and activated around these, it works harder and delivers significant ROI improvement.