Ocean conducted its second annual survey of senior managers in media agencies and specialists to assess the role of DOOH in the current media landscape and identify the impact of new research, data and trading initiatives.
Key findings from the study reveal:
- DOOH maintains its lead as the media channel with the biggest growth potential, scoring 88 per cent compared to mobile (70 per cent) and video on demand (64 per cent) and every other media channel.
- DOOH is perceived as a being more tech savvy (83 per cent) and a better creative channel (83 per cent) compared to mobile (which scores 42 per cent for creativity) and online (which scores 47 per cent for creativity)
- Digital out of home also scores higher than any other media channel for offering dynamic (94 per cent, up from 83 per cent year on year), exciting (70 per cent, up from 69 per cent year on year) and modern (87 per cent, up from 82 per cent year on year) advertising environments.
Cost and flexibility continue to be issues respondents highlighted as issues to be addressed. Ocean Outdoor marketing director Richard Malton said: "Digital Out of home's evolution as a sector which is driven by data and real time creative opportunities allowing brands to trade by audiences, dayparts and hyperlocal environments. Over the past 12 months, we've made significant advances with bespoke interfaces, new ecosystems and delivery platforms which are designed to unlock the inherent capabilities DOOH as a central component to any media plan."