The functions of out of home (OOH) touchpoints are rapidly changing, moving from driving awareness across audiences to purchasing products. OOH is at the beginning of a revolutionary change as disruptive forces, including consumer media habits, advertiser demands and technological advances, change the medium.
OOH is moving from a static medium to one that targets the consumer based on their location, says MD Posterscope South Africa, Bruce Burgess. He was addressing delegates at Posterscope’s Future Defining Themes of OOH Conference held at the Venue Green Park in Sandton.
Location is the common currency, adds Nick Halas, Head of Futures for Posterscope UK. “It is a key thread and has been called the marketing vital frontier by Forbes. By the end of 2019, nearly 50% of spend in all channels will have a location filter.”
“Previously understanding location and the physical geography was important, but we are not marketing to the environment, but to the people so we need to understand who these people are,” he says.
“With location data reaching critical mass, consumers are providing breadcrumbs of data and it’s the role of the out of home agency to string the breadcrumbs together to be more relevant to clients and consumers,” says Burgess.
OOH can use this data to optimise the performance of OOH throughout the OOH conversation journey. “This allows us to predict where to place OOH campaigns, as well as to understand what is happening in selected locations, showing the profiles of consumers in that environment and then delivering an effective OOH campaign to that target audience.”