11.01.2017
Trends in Out-of-Home Media. Part 2

OOH + Mobile is still successful. Especially in the context of the growing number of smartphones.
Outdoor advertising, using NFC-sensors, QR codes or other technology, engages consumers and prompts them to interact with OOH by a smartphone and do in devices actions relating to the advertised brands. Outdoor advertising turns "brand advertising" to "branded behaviour", as 66% of the consumers' action in smartphones relate to the brand (search for information online or going to a specific website).

That was evident in the studies conducted by Nielsen (USA) and Outsmart (UK).
Modern technologies, used at different stages of ad campaign.
Big data used in ad planning should be obtained by using high-tech devices that are installed on outdoor constructions. They are cameras, including the function of object recognition; beacons; motion sensors, etc. They give information about who sees OOH advertising, making it more efficient and providing greater ROI.

Outdoor advertising participates in the creation of "smart cities" and "Internet of things". In 2016 we had examples of how it helped to build relationships with residents and provided them with modern services in order for city became even more attractive to residents, visitors and businesses.
beacons in outdoor advertising rtm-ukraine media trends
Effective and promising outdoor advertising is seen in the context of travelling (Neilsen research conducted by the Outdoor Advertising Association of America), as well as creation of "smart" airports — hubs of travelers' impressions and experience — where technologies of data exchange between airports, airlines and consumers destress travelers, because they can obtain information about their journey in real-time. Using airport applications and beacon technology, brands can reach consumers from their Parking lot to the last message about their flight.

The trend of innovative technologies usage will continue in the future and will allow outdoor advertising to play a significant role in the consumers lives. In 2016 Ströer (together with Vodafone) installed small cells in its advertising media infrastructure in Munich and Frankfurt to provide advertisers with LTE and WLAN network. The technology of object detection in outdoor advertising used by the Company Ocean Outdoor (UK) in partnership with Renault.
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Vehicle Recognition in Outdoor
Trend of programmatic sales of outdoor advertising (classic and digital)
was one of the main in forecasts. Automated selling of outdoor advertising (classic and digital) has gone beyond the U.S. market and is valid in the UK, Australia, Canada and France. Jeff Tan (Posterscope) considers this trend in one part of his research. He says that utilizing Geo Audience Insights (GAI) in real-time is the future of OOH buying. Real-time OOH (along with GAI and Dynamic Creative) has the power to change the perception of OOH Location Marketing in the minds of advertisers. Its reliance on data sets offers the opportunity to replicate targeting practices from programmatic mobile.
There is an opportunity to use the same audience segments and data sets from programmatic digital, and extend this to the physical world of OOH. Doing so elevates the medium, and changes perception to that of data, technology-focused and real-time.

Summing up the year 2016 in foreign OOH, we can say that the leading operators of outdoor advertising are focused on the ongoing digitalization of advertising media and high technology planning and running advertising campaigns, however, are not discounting traditional OOH carriers but think that important role for successful development of outdoor industry plays a wise combination of digital and traditional carriers in ad campaign. And successful campaign primarily is focused on the target audience and interaction with it, offering solutions that are useful to the consumer and at the same time moving it to "brand behavior" and online shopping.