Out-of-Home is reaching its 'big bang' moment

Out-of-Home (OOH) is reaching its big bang moment in the UK, as technology, data and infrastructure are seamlessly coming together, according to Glen Wilson, Managing Director of Posterscope.

Since the advent of Digital Out-of-Home (DOOH) the effectiveness of the medium has nearly doubled, and this is only the beginning. Below is a brief summary of the IPA research "Marketing Effectiveness in the Digital Era" by Les Binet and Peter Field.

OOH reaches more than 90% of the population every day and this group is out and about for no less than 3 hours a day, emphasizing the importance of OOH in an ever-changing media landscape. The importance of reach and the time spent on a medium are the main drivers of effectiveness. They’re all-important ingredients are present to make the medium bigger and better.

In the UK, OOH has been transformed in the last 5 years by digitization and this strong focus continues in 2018. 50% of OOH turnover is digital, reaching 50% of the population. 

We see many promises and interesting articles, but a fully automated booking process is still under construction. OOH planning and sales are negotiated, selected and purchased far ahead. This investment can now be introduced much more flexibly and can only be confirmed a few days before the campaign goes live. This makes OOH more attractive and competitive for advertisers and the range can be quickly adapted to changing circumstances.

Due to the flexibility of DOOH, campaigns contain more and more dynamic content. The campaign creations are optimized and made contextually relevant. For example, messages that are geared to the state of mind of the public, location based or based on current events or weather conditions. Fueled by this accessible data, DOOH will increasingly offer advantages to advertisers.

If sales data and other elements like stock levels or footfall are added to the digital ecosystem, big steps can be taken in terms of effectiveness and performance. Consider the British Airways clearance campaign, where the destinations and messages vary with the availability and main routes of British Airways.

We will also see that the combination between OOH and mobile is going to take shape more and more. The accessibility of mobile location data in the UK, the more intense cooperation between providers and OOH planning systems, can seamlessly process this data. Both channels are integrated and used more effectively.

In short: DOOH opens up new creative possibilities and to date we have only seen a fraction of the possibilities, as the creative community is now (just) beginning to embrace it, according to Posterscope UK. Read the research here

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