11.01.2017
Trends in Out-of-Home Media. Part 1.

At the beginning of last year the Outdoor Advertising Association of America and Posterscope (UK) making predictions for 2016 spoke about the main trends in OOH industry that we have seen throughout this year in foreign outdoor advertising.
The DOOH increase
It was expected large investments in the digital network expansion as the main task of effective campaigns is delivering the message in the right place and time. Sure enough the number of digital screens of different sizes increased in 2016.

Digital does not just copy everything that was on static vinyl. Modern technologies allow to use data to optimize content in real-time: content from social networks, user generated content, information about traffic, weather, accounts, sports scores, train timetables etc. An example of such advertising was campaign of Coca-cola.
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Share a Coke
Digital screens became an element of socially significant and useful constructions in the streets.
In New York information kiosks were installed in the framework of the first high-speed municipal Wi-Fi network, LinkNYC. All services provided by the kiosks (high-speed Internet, a web browser, charging mobile phone, calls anywhere in USA) are free. Kiosks pay for themselves with advertising on LED screens.

In addition the kiosks all know exactly where they are, providing accurate location data, but the data collected will not be sold to third parties.
Out-of-Home media trends NYC
Digital screens were actively installed on bus shelters.
Two major projects were implemented in 2016.
  1. Digitization of London (London Digital Network (LDN) launched with the digitisation of Europe's busiest shopping destination, Oxford Street with 50 new double-sided digital 6-sheet sized screens at bus shelters located near premium retailers. LDN is fuelled by data and allows brands to utilise its media planning and buying tool SmartBRICS and its recently launched SmartCONTENT platform allowing advertisers to make dynamic, contextual ads.
  2. Clear Channel (USA) has signed a contract with Transport for West Midlands (TfWM), municipal transport authority of West Midlands (England). Under the agreement Clear Channel will pay a fixed fee each year for the exclusive sales rights to advertising panels on a third of shelters throughout the West Midlands.
Another predictable trend was the usage of big data and measurement improving.
Modern advertisers demand more targeted advertising based on big data. To optimize the measurement and effective data usage new projects and studies were launched. The main aims and results of those innovations was expansion of levels of the big data characteristics, their accuracy and practical benefits for advertisers and operators of outdoor advertising.
  • Audit office TAB (Traffic Audit Bureau for Media Measurement Inc.) at the beginning of the year introduced a new measuring system Operation M. O. R. E (Measurement Optimization and Ratings Enhancement), which contains more data and each piece of equipment recorded levels of experiences that reflect a specific week, day and hour during the year. This system allows to predict the coverage of the audience before launching an advertising campaign and to measure actual results after its completion.
  • AT&T launched a mobile statistical analytical tool "AT&T Data Patterns". It allows OOH advertisers to plan more effectively, to optimize and measure the results of advertising campaigns on both static and digital billboards.
  • Jeff Tan, VP Strategy at Posterscope, speaking in his OOH industry study about the usage of mobile data in OOH planning, says data in OOH Location-Marketing is a combination of two things: audience insights overlaid with geo-location. An appropriate descriptor for this is Geo Audience Insights (GAI).
transit shelters modern advertising
Next trends:
  • OOH + Mobile
  • Modern technologies and electronic devices in outdoor constructions development
  • Programmatic sales of outdoor advertising
See all this trends on the next page.