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In a fragmented media landscape, 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 represent50% of revenues but most importantly
will now be able to reach 50% of the adult population.
OOH isreaching a tipping point where data, technology and
the OOH infrastructure are able to integrate and connect to
deliver more impactful, effcient and effective campaigns for
clients than ever before.
Some of the initiatives we are seeing will only help drive
this in 2018.
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, fexible ways of serving campaigns means multiple
messages highly relevant by location will be a strong option for
many campaigns.
Location
will become
mainstream:
Location: Deliveroo used multiple creative content based on
a variety of data triggers such as location, points of interest,
events and weather.
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.
Integration
with mobile
will increase
Integration with Mobile: KFC creative featured Snapchat codes
enabling passers-by to unlock a specially branded KFC flter featuring
the colonel himself.。。。。。。