That’s where OOH comes into its own; operating in the open, where data-collection and personalisation have the space to be creative and enticing. It is undeniable that DOOH has cemented its place in the ad world. There are no ifs, or maybes, surrounding its effectiveness in delivering intelligent advertising at scale.

But, in the past year or so, talks around the future of OOH have centered on the use of programmatic. Programmatic undeniably has its place in the OOH sector, and can work alongside dynamic, but in terms of building trust – with the consumer, and in turn clients –  dynamic has proven its effectiveness time and time again.

Disclaimer: dynamic is nothing new – it already has a huge client base, and its use in DOOH campaigns is growing more and more each year. It’s for this reason the conversation surrounding dynamic needs to be amplified. The lack of representation of dynamic in the media discussions of OOH leaves ad buyers, and brands, with the myth that it’s only being used by big brands on big budget ‘innovative’ campaigns.

That’s far from the truth. Dynamic adds significant value to any campaign plan; it optimises media by delivering contextually relevant messaging. Using smart creative that utilises data to inform these messages, and display them at the right time to the target audience, is not ‘innovative’ it’s just good business.

Studies show that campaigns that use of contextual creative 48% more effective than those that use non-dynamic**. This is completely unsurprising – consumers are going to connect with, and retain information from, a campaign that is speaking with them on a human level – be it through time, location or weather. Being able to use data to effectively gauge what the consumer needs at that moment, is surely the most effective and efficient way to build trust in your brand.

The effectiveness of dynamic isn’t going unnoticed by brands. Last year BA reinvented some of their sales campaigns using dynamic, powered by the RUSH+ platform. This campaign won a creative tech award. Like their digital ads, it’s informed by search results; using live data to determine creative selection – making the ad contextual and relevant to the consumer.

It seems that once some brands have used dynamic, they continue to do so in future campaigns; the increase in effectiveness on the consumer equals an increase in trust with the client.

This is something Steven Dennison, newly appointed Creative Business Director of DOOH.com has noticed. “When a brand uses dynamic in a campaign, they will often return wanting to do something similar again. For example, Emirates ran a “Dublin to Dubai” weather triggered campaign last year in Ireland; and are re-running it this year with no changes. This is not only hugely cost-effective for them – but shows trust in the product.”

“Once this trust is built, clients are trying more bold and innovative things. We are seeing clients who repeatedly use our products becoming braver, and investing in dynamic – even building bespoke systems for them that have longevity and flexibility in the long term.”

As a result of its successes, brands – and countries – are beginning to tap into the potential that dynamic has to offer. Ireland are making great strides in dynamic, which is evident in the fact that hundreds more screens with these capabilities were added across the country last year (with more planned in 2020). Weather triggered campaigns are becoming more popular – making more use of the media booking; adding more value. Location call out style campaigns are also on the rise. Tesco, M&S, Screwfix, Compare the Market, Specsavers, and many more, continue to push forward with dynamic; providing context to the creative, and increasing brand recognition and reach.

There are dynamic products to suit all campaign budgets – from baseline platforms that allow smart scheduling and instant publishing, to those with API integration (including GPS) and dynamic overlay that are reactive to weather, temperature and traffic. Yet, Posterscope UK published in Jan 2020 that “in the UK and the USA, media spend on dynamically-enabled digital out of home represents just 8% and just less than 5%, respectively, of all DOOH campaigns”. There is clearly room for growth. We have the ability to give intelligent responses to every brief, reflecting dynamic activity to client needs, so why not use it?

As I said before, Dynamic is nothing new – nor is this the first article that has tried to bring it into the spotlight. However, it still seems to be missing in our conversations – whether that be because its negation has created the mystique that surrounds the term, and reserved it for “innovation” only, who knows. But what we do know is that dynamic meets demand, and until it is standardised across the industry, campaigns – both big and small – will be missing their maximum potential.

*Stat taken from news consumption studies by The Drum.

**Stat taken from studies conducted by Posterscope UK on 20 campaigns between 2015 and 2018.

Source: Neil McKenney-DOOH.com

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OOH is one of the oldest mediums, couple this with the latest technological advances and it becomes a channel that is unrivaled in terms of what it can offer in innovation and creativity.

During 2019, a lot of political and economical instabilities were at play, resulting in a drop in consumer sentiment and confidence. It was vital for brands to continue to advertise, maintaining presence and credibility. OOH is a perfect platform to do that, it is trusted by our society–the figures show that brands are aware of that!

Although our industry is changing, the brand building benefits of OOH are not to be forgotten. OOH is the second highest driver of brand awareness after TV. The biggest online players are realising this with Apple, Google and Facebook all taking a spot in the top 10 spenders in key markets across the globe.

Last year witnessed key media owner investment in the classic OOH formats. The amount of wave machines decreased. Overall, inventory has decreased but the quality has increased – and this was a vital move for the industry.

The digital share of OOH spends grew to almost 30%. 2019 was key in our digital journey as it was the year we gained a roadside DOOH presence with the launch of digipanels, digishelters and a digital golden square.

Numerous brands are making the digital medium increase its performance using data to optimise content decisions. Several Kinetic clients including Specsavers, Coors Light, Unilever and Coca Cola used triggers such as weather and location data to activate audiences at key moments – hereby increasing their brand engagement.

The medium is entering another prime stage, gauging the interest of many other channels. This was particularly evident last year when Global Radio bought Exterion Media. Netflix also bought numerous billboards along LA’s Sunset Strip, one of the most modern home entertainment technologies turning to a classic media format.

The introduction of the Public Health Bill occurred in November. The change in how alcohol brands can use OOH was significantly altered. In depth planning sessions with our alcohol clients resulted in new strategies that can be used in a restricted market. We are confident moving into this new space and encourage all our clients to talk and plan with us.

In certain markets, spend on OOH has surpassed press. Our medium is in a transformation period, and we should all benefit from its capabilities and strengths.

Ref: https://kineticww.com/ie/2020/02/03/ooh-in-ireland-2019-the-year-in-review-simon-durham-ceo-kinetic-ireland/

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Spending on outdoor advertising is set to overtake newspaper ad sales in 2020 for the first time since records began, a global marketing milestone showing the resilience of billboards in the internet age.

The so-called “out of home” segment accounts for about 6.5 per cent of the $600bn global advertising market but stands out as the only traditional media that continues to grow as others give ground to Google and Facebook.

While sales of billboards and bus shelter ads have held up, print advertising has been in precipitous decline, falling from a position 20 years ago where newspapers and magazines captured $4 in every $10 spent on marketing worldwide.

In 2020 advertisers will spend $40.6bn on outdoor posters and “street furniture”, about $4bn more than on newspapers, according to estimates from GroupM, the media buying agency.

By 2024 GroupM expects outdoor advertising to exceed spending on newspapers and magazines combined, having expanded at an annual rate of between 2.5 and 4 per cent.

“Outdoor advertising has been resilient because it retains unique characteristics for advertisers,” said Brian Wieser, global president of business intelligence at GroupM. “It helps that the medium has continued to evolve.”

Outdoor ads are among the oldest forms of marketing, with a heritage that goes back to the shop signs of ancient Egypt and directions for brothels carved into Roman paving stones.

William Eccleshare, chief executive of Clear Channel, one of the biggest outdoor media owners, describes it as the “last true mass-reach medium” in a world where television audiences are fragmenting.

While some operators have suffered recently in China, the US and UK have performed well, with growth in Britain of almost 8 per cent this year despite the flat economy. Apple has become one of the most active outdoor advertisers in recent years, while Netflix has acquired its own billboards along Los Angeles’ Sunset Strip.

The sector’s recent growth has come from embracing digital technology in big cities and airports, allowing more eye-catching adverts to be rotated within minutes or hours, rather than the weeks or months it took for physical posters to be replaced.

Digital sites account for 5 per cent of inventory at JCDecaux, the world’s biggest outdoor advertising group, but generate a quarter of revenues. In Britain, the world’s most digitised market, about 60 per cent of Clear Channel revenues are digital.

Stephen Whyte, global president of the agency Posterscope, said almost all growth in the sector was driven by digital sites, while the number of old “paper and paste” locations were shrinking. “All the new money is coming into the digital medium. The incentive to extend the paper estate is low, while the margins on digital are high,” he said.

The digital move has improved measures of effectiveness, a big weakness of a medium that had once relied on crude measures of footfall or car traffic to prove its influence.

Through location data on mobile phones, advertisers are now being offered the data to better plan the placement of a billboard to hit a target audience, and to measure how it may change consumer behaviour in nearby shops.

One concern of some operators is that oversupply and technology — including more buying of outdoor inventory in automated markets — could commoditise the medium, putting pressure on prices. “We should always remember that we are a mass-reach medium and that is part of what makes us special,” said Mr Eccleshare.

The British sector went through a wave of consolidation in 2018, as the radio group Global bought three companies in a matter of weeks to secure roughly a third of the outdoor advertising market.

Jean-Charles Decaux, joint chief executive of JCDecaux, said he hoped the UK moves would bring some more pricing power to the market.

“People think that by overbidding you can build a strong record,” he said. “The industry will gain in the future by being more rational.”

Viewable reference: https://www.businessfast.co.uk/outdoor-advertising-market-poised-to-eclipse-newspapers/
Original reference: https://www.ft.com/content/b7ad26fa-2360-11ea-b8a1-584213ee7b2b

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According to PQ Media, DOOH accounted for 28.3 of all out-of-home (OOH) ads in 2019 and this is predicted to rise to 38.3% by 2023. What’s more,  DOOH was the main driver of growth in OOH advertising worldwide in 2019 – which was 10% or $16.75 billion for the year!

And this year? Well, digital out-of-home looks set to go one step further in 2020, as out-of-home networks expand digital signage options, plus more brands are now using the technology instore. Here’s the DOOH trends we think marketers need to keep an eye on during 2020:

1. Further development of programmatic DOOH
2. The growing profitability of DOOH
3. Remembering it’s all about location location, location!
4. Creativity and digital out-of-home

Yet, before we delve into what the future holds, what makes digital out-of-home so special…

Why are so many brands choosing DOOH?

Firstly, out-of-home advertising offers a brand safe environment, with unparalleled viewability. Unless something blocks the screen, ads are 100 percent viewable to customers. What form of ad inventory offers a similar promise?

Secondly, DOOH is the ultimate form of OOH advertising: ads are twice as likely to be seen and are 2.5 times more impactful than static OOH ads. Add data feeds, video, and developing programmatic capabilities to the mix, and digital out-of-home is an unbeatable offering.

Here’s what we think will be shaping digital out-of-home advertising over the next 12 months and beyond…

1. Further development of programmatic DOOH

Programmatic is still developing with DOOH advertising – and it didn’t it quite develop as expected in 2019. Yet, we fully expect it to advance further in 2020.

Indeed, Programmatic DOOH is the vision of bringing real-time bidding to DOOH. This is where an advertiser can bid for an audience on a marketplace (much like in display). This is not something the industry is currently able to deliver.

However, in the UK changes are happening. Some of the out-of-home ad industry’s biggest players have signalled their intent to deliver more programmatically executed campaigns in real-time by partnering with Adsquare, a mobile-first data exchange with integrations with some major DMPs.

This technology enables advertisers to choose DOOH ads, like digital ad inventory, with poster frame locations based on audience, as well as spatial and movement data.

Though a note of caution! While, this is a step in the right direction, programmatic DOOH in 2020 will ultimately be what advertisers want and need once more digital signage is made accessible as digital ad inventory, across a variety of ad tech providers.

2. The growing profitability of DOOH

Digital out-of-home is starting to offer brands brilliant ROI. Results from a recent Talon and Benchmarketing study, of 112 brands over five years, found that DOOH delivers “strongly” against its premium price point.

The study indicates that when performing an OOH campaign, and using DOOH as part of it, there is an incremental return on investment of 46p for every £1 spent. Thus, there was an increase in profit when campaigns used a higher share of DOOH.

What’s more, if using advanced agnostic ad creators, you can create digital signage ads at the sametime as your display and social campaigns. Further improving the ROI for your brand.

3. Remembering it’s all about location location, location!

Sounds obvious, right?! Wrong. In the rush to develop and get DOOH advertising up and running, some brands and agencies have forgotten a fundamental element of OOH: location!

The very best OOH ads interact and compliment their environment through copy, imagery and creative endeavour. Innovation coach at SKY, Dino Burbidge, gets to the heart of the matter in an interview with The Drum. “[They] sit in the heart of the community. If you start going down the same route as online did, you tend to start having generic adverts that move away from smart local thinking”.

Just like the best campaigns in online display, generic ads do not connect with viewers. No matter the sheer size of your ad! DOOH offers the opportunity for the easy use of location data or tailoring of OOH ads – not lazy mass- production of the same ad.

4. Creativity and digital out-of-home

Early adopters of digital out-of-home produced some of the most creative and effective ads in the industry. Yet, somewhere along the line as more brands and programmatic players came into the DOOH market, everything got a bit bland and samey. Just like display advertising, “easier to produce” doesn’t necessarily result in better or more effective ads.

2020 we believe will see brands remember that DOOH is a completely different channel. The same ad online (or static and in print) does not translate automatically into an engaging DOOH ad. DOOH is one of the most creative media outlets available for marketers and the addition of actionable data opens up new possibilities to be creatively effective.

Indeed, according to Neil Morris, founder and CEO of Grand Visual & QDOT: “dynamically optimised creative goes hand in hand with better audience targeting and programmatic trading […] these three will move DOOH effectiveness and efficiency to a completely different level”. DOOH, much like display advertising, will adopt DCO strategies to produce ads that are best creative, at the best moment, in the best location.

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