1. UNFRAGMENTED OOH: A Growing attentive audience
OOH remains a mass reach medium, reaching at least half of all consumers in most markets and as much as 90% in some.
Any retail owner or executive worth their salt will tell you that Black Friday — and the surrounding holiday season — is perhaps the most opportune time of the year to spur sales.
2. MEASURED OOH: Progressive & accurate audience measurement
Measurement incorporates the latest technologies like GPS, location data, WiFi and eye tracking, which ensures actual viewed impressions.
3. REAL OOH: A medium that is part of the urban landscape & immune to ad blockers
OOH plays a natural and accepted role in the urban landscape and therefore it is part of consumers’ daily lives. Its physical presence in the real world means it cannot be blocked like online ads can.
4. DIGITAL OOH: Digital is driving OOH revenue growth
Digital OOH (DOOH) allows more advertisers to benefit from premium sites, which increases the revenue that each screen generates. DOOH global share of OOH revenue is predicted to grow to 24% by 2021.
5. UNCLUTTERED OOH: Fewer panels means higher impact
Global OOH revenues are increasing but the total volume of ad units is not. Clutter is being culled, leaving fewer yet more impactful sites.
6. RENEWED OOH: City contract renewals drive the digitiZation of the medium
Any major OOH renewal bids now include digital screens, connectivity and programmatic possibilities, thereby increasing the availability of digital inventory and city services in cities.
7. TARGETED OOH: Contextual ads for relevant audiences
DOOH advanced placement, for example through targeting or programmatic, allows for more accurate targeting of niche environments while reaching previously unsegmented key audiences.
8. DATA-DRIVEN OOH: Ad delivery driven by live audience data
OOH is adopting programmatic technologies to optimize its media buying process. Online platforms and CMS for OOH allow more targeted campaign planning and instant delivery to appropriate environments and audiences.
9. DYNAMIC OOH: Targeting at POS, last window of influence
Choosing the right OOH environments and locations allows brands to target consumers at or near the Point of Sale, promoting activation and optimizing their drive-to-store strategies. DOOH campaigns integrated with smartphone and marketing data increase the flexibility of the medium and offers contextualized messaging according to factors such as the type of audience, time of day, conditions of the environment and location.
10. NATIVE OOH: From advertising to editorial
OOH has always excelled at campaign creativity whether within formats, environments or creative concepts. New technologies in DOOH with connectivity offer new opportunities for engagement and interactivity including audience-driven mobile integrations and live feeds of events.
For more information on OOH and DOOH advertising, and how can we help with your next campaign, contact us today at 210-610-5012 or email firstname.lastname@example.org
Source: Magna Global, JC Decaux.