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2019 will be another important and exciting year
for OOH. Global’s acquisition of three media
owners demonstrates the enduring strength and
potential of the medium and its investment in the
industry will drive more innovation from all media
owners. Digital out-of-home (DOOH) inventory will
continue to increase and reach c65%1
of the adult
population, while its share of revenue will reach
Here are some of the key developments
that we believe will continue to drive OOH’s
year for OOH.
Global has very quickly acquired one third of the UK
OOH market, buying Exterion, Primesight and Outdoor
Plus to form a new wing of the business, Global Outdoor.
It remains to be seen if this is the end of consolidation
but either way 2019 will be a year of serious innovation
in OOH as Global launches its new proposition and its
competitors drive to counter its offering.
Global is known for innovation in the radio space so we
expect it to push the boundaries in OOH through
digitisation, cross-media collaborations and the launch
of new formats.
Consolidation: : The fact a non-OOH player has invested a rumoured
£750m in the OOH space is testament to the strength and future
potential of the medium.
Better data, better results: Norwegian Air has used location data and
technology to understand catchment areas for Gatwick Airport. This helped it
redefine its catchment zones based on where people live as well as how often
they have visited the airport in the past.
2019 will see more data-led OOH campaigns than ever,
with over 50% of campaigns using data that go beyond
demographics to online behaviour, card transactions and more,
to decide where OOH ads appear.
Data-led campaigns drive better results, and technology
solutions with the ability to ingest multiple data sets such as
Posterscope’s location analytics, planning and trading platform
ECOS, make implementing data into OOH plans simpler to do.
So as the cost of incorporating data has been driven down,
and made simpler and more effective, the number of clients
embracing data-led OOH planning in 2019 can only increase.
Fuelled by several factors, dynamic content in DOOH is set
to become the norm. The number of digital screens available
to buy has sky rocketed. Digital 6s are now in 80+ towns
and cities and this number is expected to double by the end
of 2019. With DOOH reaching c.65% of the UK population
each week, advertisers can now unlock at scale the flexible
capabilities of DOOH by running creative bespoke to key
triggers such as time, audience and weather.
proves using dynamic DOOH to deliver a more
contextually relevant message increases advertising awareness
by 18%, recall of the specific creative message by 53% and
creative/brand perceptions by 11%. Moreover, Neuroscience
has found that dynamic DOOH improves a
campaign’s visual attention, memory encoding, desirability and
emotional intensity, offering a great opportunity for advertisers
to create deeper connections with their audience.
Scale, simplicity and the now proven effectiveness builds on
DOOH’s flexibility to make dynamic content in DOOH a must
for advertisers 2019.
Dynamic becomes the norm: Pandora use maps or distance to store info
on every single campaign they run. It is a simple directional add-in helping to
drive footfall in store, a key campaign success metric.
Special builds are more effective than ever: To promote World Oceans Day,
Corona constructed a sculpture of a crashing wave from plastic collected in the UK.
Members of the public were invited to contribute to it by dropping off their own plastic
waste at the site, and share the message on social media.
The opportunity for special build productions in the OOH space
to help drive brand fame across both the real and virtual world is
huge. Consumers are now always connected, with 99%4
consumers using their phone whilst OOH in a given week.
In addition, we spend over two hours every day on social and
sharing the things we stumble across and
catch our eye. Now more than ever, your special build can deliver
attention and engagement far beyond where it stands in the
real-world through digital sharing. For the digitally engaged,
18 – 34 demographic too, special builds will continue to be a
great brand builder, proven to drive increased awareness (+122%)
and word of mouth (+85%)4
. So, in an era when the importance
of branding is once again being recognised, the special build’s
renaissance will undoubtedly continue.
Location is critical to business success. Put the right thing in
the wrong place and it doesn’t matter how good it is -
it’s a poor decision. The way to counteract this is to be better
informed about location when making decisions.
Every action occurs somewhere and there’s plenty of data out
there describing people’s actions, but often these data sets
sit as separate unconnected dots. The power of location is
its ability to act as a common thread to tie multiple data sets
together to create a clear story of what’s happening where.
More than 80% of marketers have used location data to
grow their customer base and this is set to grow in the next
Location data isn’t just used for OOH and other location-based
marketing channels- from store openings to closures, store
operations to acquisitions, marketing and more- location data is
helping businesses make better decisions.
Every action occurs somewhere: More than 8 out of 10 marketers say location-
based advertising and marketing produced growth in their customer base (85%),
higher response rates (83%), and higher customer engagement (83%) 6
Visual Search disrupts consumer interactions with OOH:
Pinterest sees 600 million visual searches every month
There is growing awareness and interest in visual search driven
by major mobile players such as Google (Lens), Samsung
(Bixby) & Pinterest (Lens). Pinterest has already seen searches
on its Lens increase by 140% over the course of a year7
showing a clear shift in consumer behaviour.
With the ability to ‘search what you see’ becoming easier to
do and heavily promoted, we could see a disruptive impact in
OOH, where cameras pointed at OOH lead directly to sales,
immersive AR experiences and more. Brands will respond by
optimising their OOH content towards Visual Search, in the
same way they have optimised their websites for text search, to
lead OOH searches into brand benefits.
Positive contributions to society will enable OOH to be a force
for good. Media owners have long been committed to delivering
a range of schemes for local councils (such as battery recycling
and green lighting). As consumers look towards brands and
organisations to have a social purpose, these schemes will
increasingly become more overt.
These initiatives present unique opportunities for the OOH
industry to reinforce its essential functions in society and for
advertisers to align media with long-term CSR goals. Expect
to see bio-tech ‘breathable’ billboards, plastic recycling and air
quality monitoring programmes mark an evolution of civic utility.
Social Impact: The City of Stockholm, together with churches and
non-governmental organizations (NGO’s) have opened ’emergency shelters’ when
temperatures drop to minus 7 degrees. Clear Channel Sweden will then automatically
replace ad content on its digital billboards with directions to the nearest homeless shelter.
City Regeneration: Santander’s London bike scheme, and new
collaborations between ride share companies and vehicle manufacturers,
are a new frontier in how brands seek and obtain our attention.
A new area of urban development is upon most major cities
globally, coined under the ever-ambiguous term and scope
of ‘smart cities’. The way in which technology will redefine
everyday tasks, transport and logistic services is now becoming
a reality and not just a comic book sketch.
With such endeavours underway, early adopter brands
are either on the cusp or already there in supporting this
transformation, which in turn means they will begin to reinvent
brand building – by becoming synonymous with everyday life.
Via partnerships with leading smart city development
organisations, The Digit Group and DG Cities, Posterscope is
creating opportunities and encouraging brands to lean in, learn
and redefine how this investment can last a lifetime, and not
just two weeks.
In 2019, OOH will be enabled by technology and data.
It wlll be always-ready, dynamically triggered, personally
relevant and increasingly engaging but still delivered at
scale. Most importantly, it’ll achieve better business results.
2. VirtuoCity Dynamic Difference Research - http://www.mrg.org.uk/downloads/Posterscope.pdf
3. Neuro-science research conducted by Neuro-Insight UK in association with Ocean Outdoor https://oceanoutdoor.com/neuroscience/
4. Source: OCS