SlideShare ist ein Scribd-Unternehmen logo
1 von 12
Downloaden Sie, um offline zu lesen
2018A NEW ERA FOR OOH
@
In a fragmented media landscape, OOH continues to deliver
in both reach (90% reach of adult population) and time spent
(over three hours a day) with the medium. Alongside this,
DOOH will represent 50% of revenues but most importantly
will now be able to reach 50% of the adult population.
OOH is reaching a tipping point where data, technology and
the OOH infrastructure are able to integrate and connect to
deliver more impactful, efficient and effective campaigns for
clients than ever before.
Some of the initiatives we are seeing will only help drive
this in 2018.
With nearly a third of search queries still related to location,
location-based messaging is not merely a trend on the rise but
an expected part of the service. Advertisers creating Dynamic
campaigns, serving relevant contextual messages, are seeing an
average uplift of15% across branding metrics from displaying
different messages at different times according to audience
context. A single repeated message broadcast in OOH works,
but new, flexible ways of serving campaigns means multiple
messages highly relevant by location will be a strong option for
many campaigns.
Location
will become
mainstream:
Location: Deliveroo used multiple creative content based on
a variety of data triggers such as location, points of interest,
events and weather.
Touchpoints data shows that 99% of smartphone owners use
their devices whilst OOH in any given week. Brands like KFC are
already tapping into this by incorporating Snapcodes into OOH
campaigns to drive reach and engagement like never before.
Combining the two channels makes sense for consumers who
already exhibit these behaviours and is appealing for brands who
can link them to CRM data and track attribution in new ways.
New OOH formats such as public WiFi, phone chargers, beacons
and more will strengthen the alignment between OOH and mobile.
Integration
with mobile
will increase
Integration with Mobile: KFC creative featured Snapchat codes
enabling passers-by to unlock a specially branded KFC filter featuring
the colonel himself.
Automation in the media world has various definitions but a key
benefit is efficiency. Lead times are reduced, activation sped up
and time previously spent on manual tasks can be freed up to
out-think competitors. Advertisers will take advantage of live
OOH availability allowing more efficient buys and making
investments go further in a tried and tested channel.
Automation
will drive
efficiency
Automaton: Charlotte Tilbury used dynamic scheduling to
automate product creative content based on the location’s
hourly audience profile and current weather conditions.
Smarter data
sets will
inform smarter
campaigns
Brands invest in understanding who visits their real-estate (online
or otherwise) and can often ascribe their customer behaviours to
locations. Organisations with huge sets of data like EE, can apply
anonymised and aggregated digital data to the real world to see
where people are using social media or browsing sites and apps.
2018 will see smarter use of data sets, that when combined with
a brand’s first-party data, will produce powerful consumer insight
and inform smarter campaigns.
Smarter data: Santander creative pulls in first-party app data to
inform passers-by of locations where cycles are available.
Targeting will
be driven by
context
New data sets and technologies are allowing advertisers to go
beyond demographics to understand who is in front of their ad
in real time. Ads can already be triggered by what car people are
driving, what brands they are wearing or even their emotional
state, driving relevancy to them in that moment. Many DOOH
sites have this capability baked-in already and advertisers looking
to beat the competition will look to incorporate this type of
targeting into their campaigns.
Targeting by Context: Smart billboards detect make, model and
year of passing cars and serve Chevrolet messaging to a designated
competitive set.
Civic utility
and ad-space
will converge
The OOH space is where people go when trying to complete
specific tasks. Nowadays it’s not as simple as walking to the shops
to complete a task; a range of technology from smartphones to
public WiFi is put into use to achieve goals.
Civic authorities and media owners are looking to address this,
with OOH sites getting smarter and going beyond just ad-space
to content hubs and technology enablers. New formats include
useful local information like weather forecasts or host local
network infrastructure like public WiFi, all designed to enhance
the lives of people in locale. The new functionality of these sites
will provide more opportunities for brands and governments to
serve, learn and engage local audiences like never before.
Civic Utility: InLinkUK, a new communications network, provides
ultrafast, free public Wi-Fi, phone calls, device charging and a tablet
for access to city services, maps and directions.
OOH is a tried and trusted medium that continues to build
fame and drive action amongst audiences in a broadcast style.
New, smarter ways for trading the channel are creating new
opportunities for brands to maximise its broadcast capabilities.
Previously, OOH trading occurred months out from live dates,
with the exact sites selected up-front, at a fixed-rate, and
lump-sum investments. Now channel investment can be more
flexible with part of campaigns confirmed days before live date
rather than months with the advantage of discounted inventory.
Campaigns that adopt this approach will drive more efficient
purchases and agile adaptation to changing marketing priorities.
New trading
models will
increase ROI
ROI: VERY used geo-fenced locations, EE and client sales data to
serve real-time content based on top-selling deals in that location on
Black Friday.
Content
will break
through
By showing content to consumers, rather than explaining product
features, advertisers can provide value, letting a product speak for
itself in a more powerful and unforgettable way. Content can be
useful, creative or contextual but at its core it offers an experience
to the consumer so they can connect with a brand emotionally.
In a busy multi-media world where brands must fight to win
attention, captivating content-driven campaigns, storytelling and
driving results, will become far more prevalent.
Content: The Tate Gallery broadcasted animated clips of Hockney’s
brushstrokes, building to reveal a painting in the artists inimitable style,
on screens around the UK.
Facebook infamously defined video views at three seconds.
That may be deemed appropriate for social views but in OOH
where formats are rarely longer than 10 seconds and attention
dips after just 0.86 seconds, focusing on the first moment of
creative will become critical. OOH already has the foundations
for success with unmissable formats and locations, but it will
increasingly adopt social and digital engagement principles
such as short-form formats like GIFs to deliver fast,
yet captivating experiences.
Creative will
focus on the
first impression
Creative: Nescafe Azura combined live train departure data
and people’s names to create an animated engaging campaign.
Summary
2018 will be an important year for OOH, that will see
new and more flexible ways to plan and trade the medium,
more relevant and engaging creative, served at the right time,
in the right location, and consequently deliver more return
on investment.

Weitere ähnliche Inhalte

Was ist angesagt?

Posterscope predictions-2019
Posterscope predictions-2019Posterscope predictions-2019
Posterscope predictions-2019Posterscope
 
Posterscope 2017 Predictions on a page
Posterscope 2017 Predictions on a pagePosterscope 2017 Predictions on a page
Posterscope 2017 Predictions on a pagePosterscope
 
Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope
 
Posterscope out-of-home time use planning
Posterscope out-of-home time use planningPosterscope out-of-home time use planning
Posterscope out-of-home time use planningPosterscope
 
Media digest november 2015
Media digest november 2015Media digest november 2015
Media digest november 2015Posterscope
 
2017: OOH has a new beginning
2017: OOH has a new beginning2017: OOH has a new beginning
2017: OOH has a new beginningMonika Witoń
 
Unlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersUnlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersPosterscope
 
Ooh media group ppt
Ooh media group pptOoh media group ppt
Ooh media group pptArun Yadav
 
Carat's top 10 trends 2016
Carat's top 10 trends 2016Carat's top 10 trends 2016
Carat's top 10 trends 2016Carat Nederland
 
The value of digital out-of-home
The value of digital out-of-homeThe value of digital out-of-home
The value of digital out-of-homePosterscope
 
PSI 2018 Global Travel Predictions
PSI   2018 Global Travel PredictionsPSI   2018 Global Travel Predictions
PSI 2018 Global Travel Predictionskatecochrane
 
Posterscope media digest january 2015
Posterscope   media digest january 2015Posterscope   media digest january 2015
Posterscope media digest january 2015Posterscope
 
Psi global ooh predictions post covid19
Psi global ooh predictions post covid19Psi global ooh predictions post covid19
Psi global ooh predictions post covid19Posterscope
 
Wcp ad-tech-report-20140821 (1)
Wcp ad-tech-report-20140821 (1)Wcp ad-tech-report-20140821 (1)
Wcp ad-tech-report-20140821 (1)Sumit Roy
 
2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle DigitalLucio Ribeiro
 
Digital Advertising Trends 2021 – Mid-Year Report
Digital Advertising Trends 2021 – Mid-Year ReportDigital Advertising Trends 2021 – Mid-Year Report
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
 
Five Keys To Advertising Effectivenes
Five Keys To Advertising EffectivenesFive Keys To Advertising Effectivenes
Five Keys To Advertising EffectivenesLucio Ribeiro
 

Was ist angesagt? (19)

Posterscope predictions-2019
Posterscope predictions-2019Posterscope predictions-2019
Posterscope predictions-2019
 
Posterscope 2017 Predictions on a page
Posterscope 2017 Predictions on a pagePosterscope 2017 Predictions on a page
Posterscope 2017 Predictions on a page
 
Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions
 
Posterscope out-of-home time use planning
Posterscope out-of-home time use planningPosterscope out-of-home time use planning
Posterscope out-of-home time use planning
 
Media digest november 2015
Media digest november 2015Media digest november 2015
Media digest november 2015
 
2017: OOH has a new beginning
2017: OOH has a new beginning2017: OOH has a new beginning
2017: OOH has a new beginning
 
Unlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersUnlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisers
 
Ooh media group ppt
Ooh media group pptOoh media group ppt
Ooh media group ppt
 
Carat's top 10 trends 2016
Carat's top 10 trends 2016Carat's top 10 trends 2016
Carat's top 10 trends 2016
 
The value of digital out-of-home
The value of digital out-of-homeThe value of digital out-of-home
The value of digital out-of-home
 
Posterscope OOH BE Trends 2016
Posterscope OOH BE Trends 2016Posterscope OOH BE Trends 2016
Posterscope OOH BE Trends 2016
 
PSI 2018 Global Travel Predictions
PSI   2018 Global Travel PredictionsPSI   2018 Global Travel Predictions
PSI 2018 Global Travel Predictions
 
DOOH Market overview
DOOH Market overviewDOOH Market overview
DOOH Market overview
 
Posterscope media digest january 2015
Posterscope   media digest january 2015Posterscope   media digest january 2015
Posterscope media digest january 2015
 
Psi global ooh predictions post covid19
Psi global ooh predictions post covid19Psi global ooh predictions post covid19
Psi global ooh predictions post covid19
 
Wcp ad-tech-report-20140821 (1)
Wcp ad-tech-report-20140821 (1)Wcp ad-tech-report-20140821 (1)
Wcp ad-tech-report-20140821 (1)
 
2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital
 
Digital Advertising Trends 2021 – Mid-Year Report
Digital Advertising Trends 2021 – Mid-Year ReportDigital Advertising Trends 2021 – Mid-Year Report
Digital Advertising Trends 2021 – Mid-Year Report
 
Five Keys To Advertising Effectivenes
Five Keys To Advertising EffectivenesFive Keys To Advertising Effectivenes
Five Keys To Advertising Effectivenes
 

Ähnlich wie Posterscope 2018 OOH Predictions

Posterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictionsPosterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictionsPosterscope
 
Future of mobile search vertical searchworks
Future of mobile search vertical searchworksFuture of mobile search vertical searchworks
Future of mobile search vertical searchworksKerstin Recker
 
Posterscope hot topics 2014
Posterscope hot topics 2014Posterscope hot topics 2014
Posterscope hot topics 2014PosterscopeNL
 
Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...
Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...
Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...Ipsos France
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfSocial Samosa
 
Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope Belgium
 
OMD Transcend 2016
OMD Transcend 2016OMD Transcend 2016
OMD Transcend 2016OMD China
 
Millward brown 2015 digital and media predictions
Millward brown 2015 digital and media predictionsMillward brown 2015 digital and media predictions
Millward brown 2015 digital and media predictionsAidelisa Gutierrez
 
Top 10 digital trends 2015
Top 10 digital trends 2015Top 10 digital trends 2015
Top 10 digital trends 2015Fast Web Media
 
160825_ER_Using Tech to Tell Stories
160825_ER_Using Tech to Tell Stories160825_ER_Using Tech to Tell Stories
160825_ER_Using Tech to Tell StoriesHawthorne
 
Broadcast marketing trend report
Broadcast marketing trend reportBroadcast marketing trend report
Broadcast marketing trend reportJeff Fantuzzi
 
Future of-search-white-pape-final
Future of-search-white-pape-finalFuture of-search-white-pape-final
Future of-search-white-pape-finaljohn harris
 
Clash group white paper 2013
Clash group white paper 2013 Clash group white paper 2013
Clash group white paper 2013 simon wajcenberg
 
Millward Brown 2015 Digital and Media Predictions
Millward Brown 2015 Digital and Media PredictionsMillward Brown 2015 Digital and Media Predictions
Millward Brown 2015 Digital and Media PredictionsKantar
 
Millward-Brown_2015-Digital-and-Media-Predictions
Millward-Brown_2015-Digital-and-Media-PredictionsMillward-Brown_2015-Digital-and-Media-Predictions
Millward-Brown_2015-Digital-and-Media-PredictionsStraford Rodrigues
 

Ähnlich wie Posterscope 2018 OOH Predictions (20)

WHY Out-of-Home
WHY Out-of-HomeWHY Out-of-Home
WHY Out-of-Home
 
Posterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictionsPosterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictions
 
Posterscope: 2017 Predictions
Posterscope: 2017 PredictionsPosterscope: 2017 Predictions
Posterscope: 2017 Predictions
 
Future of mobile search vertical searchworks
Future of mobile search vertical searchworksFuture of mobile search vertical searchworks
Future of mobile search vertical searchworks
 
Posterscope hot topics 2014
Posterscope hot topics 2014Posterscope hot topics 2014
Posterscope hot topics 2014
 
Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...
Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...
Le déficit de l’attention : plus d’écrans, plus de contenus, comment les marq...
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdf
 
Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...
 
OMD Transcend 2016
OMD Transcend 2016OMD Transcend 2016
OMD Transcend 2016
 
RSCI Digital Marketing Deck
RSCI Digital Marketing DeckRSCI Digital Marketing Deck
RSCI Digital Marketing Deck
 
Millward brown 2015 digital and media predictions
Millward brown 2015 digital and media predictionsMillward brown 2015 digital and media predictions
Millward brown 2015 digital and media predictions
 
Top 10 digital trends 2015
Top 10 digital trends 2015Top 10 digital trends 2015
Top 10 digital trends 2015
 
160825_ER_Using Tech to Tell Stories
160825_ER_Using Tech to Tell Stories160825_ER_Using Tech to Tell Stories
160825_ER_Using Tech to Tell Stories
 
Broadcast marketing trend report
Broadcast marketing trend reportBroadcast marketing trend report
Broadcast marketing trend report
 
Future of-search-white-pape-final
Future of-search-white-pape-finalFuture of-search-white-pape-final
Future of-search-white-pape-final
 
ReviewPreview No 5 interactive
ReviewPreview No 5 interactiveReviewPreview No 5 interactive
ReviewPreview No 5 interactive
 
retail_trends
retail_trendsretail_trends
retail_trends
 
Clash group white paper 2013
Clash group white paper 2013 Clash group white paper 2013
Clash group white paper 2013
 
Millward Brown 2015 Digital and Media Predictions
Millward Brown 2015 Digital and Media PredictionsMillward Brown 2015 Digital and Media Predictions
Millward Brown 2015 Digital and Media Predictions
 
Millward-Brown_2015-Digital-and-Media-Predictions
Millward-Brown_2015-Digital-and-Media-PredictionsMillward-Brown_2015-Digital-and-Media-Predictions
Millward-Brown_2015-Digital-and-Media-Predictions
 

Mehr von Posterscope

The mobility mindset posterscope 2020
The mobility mindset posterscope 2020The mobility mindset posterscope 2020
The mobility mindset posterscope 2020Posterscope
 
Playing safe play in the near
Playing safe play in the nearPlaying safe play in the near
Playing safe play in the nearPosterscope
 
Working out the world of work
Working out the world of workWorking out the world of work
Working out the world of workPosterscope
 
Audiences and brands head out of home
Audiences and brands head out of home Audiences and brands head out of home
Audiences and brands head out of home Posterscope
 
All hail retail (Posterscope)
All hail retail (Posterscope)All hail retail (Posterscope)
All hail retail (Posterscope)Posterscope
 
Uk Mobility Index wc 25th May
Uk Mobility Index wc 25th MayUk Mobility Index wc 25th May
Uk Mobility Index wc 25th MayPosterscope
 
The Healing Power of OOH
The Healing Power of OOH The Healing Power of OOH
The Healing Power of OOH Posterscope
 
Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7Posterscope
 
Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...Posterscope
 
Travel: Moving Nearer to Normal
Travel: Moving Nearer to NormalTravel: Moving Nearer to Normal
Travel: Moving Nearer to NormalPosterscope
 
Home is where the work is - WORK in the NOW
Home is where the work is   - WORK in the NOWHome is where the work is   - WORK in the NOW
Home is where the work is - WORK in the NOWPosterscope
 
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
 
Posterscope publish 2020 predictions
Posterscope publish 2020 predictions Posterscope publish 2020 predictions
Posterscope publish 2020 predictions Posterscope
 
PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019Posterscope
 
Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019Posterscope
 
2018 Global Travel Predictions
2018 Global Travel Predictions2018 Global Travel Predictions
2018 Global Travel PredictionsPosterscope
 
The Future of Air Travel - Seemless and Personal
The Future of Air Travel -  Seemless and PersonalThe Future of Air Travel -  Seemless and Personal
The Future of Air Travel - Seemless and PersonalPosterscope
 
Connecting with the new Chinese traveller
Connecting with the new Chinese travellerConnecting with the new Chinese traveller
Connecting with the new Chinese travellerPosterscope
 

Mehr von Posterscope (20)

The mobility mindset posterscope 2020
The mobility mindset posterscope 2020The mobility mindset posterscope 2020
The mobility mindset posterscope 2020
 
Playing safe play in the near
Playing safe play in the nearPlaying safe play in the near
Playing safe play in the near
 
Working out the world of work
Working out the world of workWorking out the world of work
Working out the world of work
 
Audiences and brands head out of home
Audiences and brands head out of home Audiences and brands head out of home
Audiences and brands head out of home
 
All hail retail (Posterscope)
All hail retail (Posterscope)All hail retail (Posterscope)
All hail retail (Posterscope)
 
Uk Mobility Index wc 25th May
Uk Mobility Index wc 25th MayUk Mobility Index wc 25th May
Uk Mobility Index wc 25th May
 
The Healing Power of OOH
The Healing Power of OOH The Healing Power of OOH
The Healing Power of OOH
 
Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7
 
Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...
 
Travel: Moving Nearer to Normal
Travel: Moving Nearer to NormalTravel: Moving Nearer to Normal
Travel: Moving Nearer to Normal
 
Home is where the work is - WORK in the NOW
Home is where the work is   - WORK in the NOWHome is where the work is   - WORK in the NOW
Home is where the work is - WORK in the NOW
 
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond
 
Posterscope publish 2020 predictions
Posterscope publish 2020 predictions Posterscope publish 2020 predictions
Posterscope publish 2020 predictions
 
PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019
 
Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019
 
2018 Global Travel Predictions
2018 Global Travel Predictions2018 Global Travel Predictions
2018 Global Travel Predictions
 
The Future of Air Travel - Seemless and Personal
The Future of Air Travel -  Seemless and PersonalThe Future of Air Travel -  Seemless and Personal
The Future of Air Travel - Seemless and Personal
 
Connecting with the new Chinese traveller
Connecting with the new Chinese travellerConnecting with the new Chinese traveller
Connecting with the new Chinese traveller
 

Kürzlich hochgeladen

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 

Kürzlich hochgeladen (20)

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 

Posterscope 2018 OOH Predictions

  • 1. 2018A NEW ERA FOR OOH
  • 2. @ In a fragmented media landscape, OOH continues to deliver in both reach (90% reach of adult population) and time spent (over three hours a day) with the medium. Alongside this, DOOH will represent 50% of revenues but most importantly will now be able to reach 50% of the adult population. OOH is reaching a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. Some of the initiatives we are seeing will only help drive this in 2018.
  • 3. With nearly a third of search queries still related to location, location-based messaging is not merely a trend on the rise but an expected part of the service. Advertisers creating Dynamic campaigns, serving relevant contextual messages, are seeing an average uplift of15% across branding metrics from displaying different messages at different times according to audience context. A single repeated message broadcast in OOH works, but new, flexible ways of serving campaigns means multiple messages highly relevant by location will be a strong option for many campaigns. Location will become mainstream: Location: Deliveroo used multiple creative content based on a variety of data triggers such as location, points of interest, events and weather.
  • 4. Touchpoints data shows that 99% of smartphone owners use their devices whilst OOH in any given week. Brands like KFC are already tapping into this by incorporating Snapcodes into OOH campaigns to drive reach and engagement like never before. Combining the two channels makes sense for consumers who already exhibit these behaviours and is appealing for brands who can link them to CRM data and track attribution in new ways. New OOH formats such as public WiFi, phone chargers, beacons and more will strengthen the alignment between OOH and mobile. Integration with mobile will increase Integration with Mobile: KFC creative featured Snapchat codes enabling passers-by to unlock a specially branded KFC filter featuring the colonel himself.
  • 5. Automation in the media world has various definitions but a key benefit is efficiency. Lead times are reduced, activation sped up and time previously spent on manual tasks can be freed up to out-think competitors. Advertisers will take advantage of live OOH availability allowing more efficient buys and making investments go further in a tried and tested channel. Automation will drive efficiency Automaton: Charlotte Tilbury used dynamic scheduling to automate product creative content based on the location’s hourly audience profile and current weather conditions.
  • 6. Smarter data sets will inform smarter campaigns Brands invest in understanding who visits their real-estate (online or otherwise) and can often ascribe their customer behaviours to locations. Organisations with huge sets of data like EE, can apply anonymised and aggregated digital data to the real world to see where people are using social media or browsing sites and apps. 2018 will see smarter use of data sets, that when combined with a brand’s first-party data, will produce powerful consumer insight and inform smarter campaigns. Smarter data: Santander creative pulls in first-party app data to inform passers-by of locations where cycles are available.
  • 7. Targeting will be driven by context New data sets and technologies are allowing advertisers to go beyond demographics to understand who is in front of their ad in real time. Ads can already be triggered by what car people are driving, what brands they are wearing or even their emotional state, driving relevancy to them in that moment. Many DOOH sites have this capability baked-in already and advertisers looking to beat the competition will look to incorporate this type of targeting into their campaigns. Targeting by Context: Smart billboards detect make, model and year of passing cars and serve Chevrolet messaging to a designated competitive set.
  • 8. Civic utility and ad-space will converge The OOH space is where people go when trying to complete specific tasks. Nowadays it’s not as simple as walking to the shops to complete a task; a range of technology from smartphones to public WiFi is put into use to achieve goals. Civic authorities and media owners are looking to address this, with OOH sites getting smarter and going beyond just ad-space to content hubs and technology enablers. New formats include useful local information like weather forecasts or host local network infrastructure like public WiFi, all designed to enhance the lives of people in locale. The new functionality of these sites will provide more opportunities for brands and governments to serve, learn and engage local audiences like never before. Civic Utility: InLinkUK, a new communications network, provides ultrafast, free public Wi-Fi, phone calls, device charging and a tablet for access to city services, maps and directions.
  • 9. OOH is a tried and trusted medium that continues to build fame and drive action amongst audiences in a broadcast style. New, smarter ways for trading the channel are creating new opportunities for brands to maximise its broadcast capabilities. Previously, OOH trading occurred months out from live dates, with the exact sites selected up-front, at a fixed-rate, and lump-sum investments. Now channel investment can be more flexible with part of campaigns confirmed days before live date rather than months with the advantage of discounted inventory. Campaigns that adopt this approach will drive more efficient purchases and agile adaptation to changing marketing priorities. New trading models will increase ROI ROI: VERY used geo-fenced locations, EE and client sales data to serve real-time content based on top-selling deals in that location on Black Friday.
  • 10. Content will break through By showing content to consumers, rather than explaining product features, advertisers can provide value, letting a product speak for itself in a more powerful and unforgettable way. Content can be useful, creative or contextual but at its core it offers an experience to the consumer so they can connect with a brand emotionally. In a busy multi-media world where brands must fight to win attention, captivating content-driven campaigns, storytelling and driving results, will become far more prevalent. Content: The Tate Gallery broadcasted animated clips of Hockney’s brushstrokes, building to reveal a painting in the artists inimitable style, on screens around the UK.
  • 11. Facebook infamously defined video views at three seconds. That may be deemed appropriate for social views but in OOH where formats are rarely longer than 10 seconds and attention dips after just 0.86 seconds, focusing on the first moment of creative will become critical. OOH already has the foundations for success with unmissable formats and locations, but it will increasingly adopt social and digital engagement principles such as short-form formats like GIFs to deliver fast, yet captivating experiences. Creative will focus on the first impression Creative: Nescafe Azura combined live train departure data and people’s names to create an animated engaging campaign.
  • 12. Summary 2018 will be an important year for OOH, that will see new and more flexible ways to plan and trade the medium, more relevant and engaging creative, served at the right time, in the right location, and consequently deliver more return on investment.