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2016 is the year for OOH to become the stand out medium of the year

Chris Forrester , Managing Director for Primesight   |   18th March 2016

2016 will be an important year for Out of Home; the opportunity for it to become the stand out medium of the year. The building blocks have been laid over the last few years with investment in digital products, a refreshed trade marketing body, commitment to industry research, engagement with automated trading, and despite a little uncertainty pre- election, strong revenue growth throughout 2015. It was also testament to some great creative work that there was a healthy blend of both classic and digital campaigns in the Campaign top 10 OOH ads of 2015.

All of this means that OOH is increasingly well placed to move from, what at times can seem semi isolation to other media channels , where the strongest outdoor campaigns on OOH are only on OOH and sometimes only on a few panels, to becoming more relevant, integral and imbedded into other media activity.

An example was a Primesight and global news campaign for Lucozade; the first to run cross media channel synchronization as adverts were broadcast on both DOOH and Radio simultaneously. Results from people who saw and heard the linked creative were significantly stronger than those who only either heard or saw a single channel.

We will see more of this powerful use of simultaneous and sequential activity as digital OOH networks expand their reach across the UK. Look out for digital Out of Home amplifying press campaigns across Primesight’s Network, increasing to 100 Digital 48 sheets by the end of the year across the UK’s 15 highest populated cities. The launch of Network has added a new dimension to roadside digital enabling it to either amplify a broadcast campaign or provide a cost effective tactical opportunity for campaigns not fixed around a traditional OOH two weeks posting cycle.

This growth in the OOH digital inventory will create segmentation opportunities for activating campaigns. Roadside digital is already becoming two markets of broadcast and super premium. Transport will increasingly see different activity to environments such as cinemas and malls, where the long dwell, pack mentality and playful mindset of cinemas means that brands can engage in a way that is impossible to deliver almost anywhere else.

It’s always the year of mobile, I hear 2016 will be no different. Whilst TV and iPads have become ideal bedfellows, so will smart phones and Out of Home. As ad avoidance and blocking becoming bigger issues, it makes sense for the most welcomed and least intrusive media to deliver presence for brands interacting through the media product that we hold most dear and deem most personal. The blurring of smart shopping and social media will increasingly open the way for brands and retailers to capitalise on a networked communication. Expect to see more campaigns where we interact using phones and connecting through Beacons, delivering added engagement through social media, and for Primesight on screen with our cinema partners.

Probably the biggest change for the whole industry will be automation. We are about to enter the third era of transaction. First there was carbon copy and Royal Mail; then the early ‘90s brought Excel and email. The third is all about demand and supply- side platforms (D&SSP) and API connections. 

Automation is essential for the medium to grow by improving efficiency in the transaction process, enabling the harnessing of multiple data sources and linking access to facilitate working more closely alongside other media. 

There is a lot going on in OOH, Primesight are at the heart of this change and I for one am looking forward to the ride. 

"As an industry, I believe, we have forgotten the power of repetition. Effective communication isn't small. It isn't cheap. It isn't once."
"Advertising isn’t supposed to be private. It’s supposed to be overheard, shared, stumbled across and discovered."
"And then there’s advertising’s past. The intrusive, inflexibile and mute billboards. They feel like throwbacks to the old way of doing things. A flat image with an unyielding rule that the consumer can take in no more than eight words (unless they’re Economist readers). How boring. How old school. Until you remember 2015's ‘Shot on iPhone 6’ campaign. Simple, traditional and utterly un-missable pieces of art in the urban landscape."
"Outdoor is the oldest medium of all There’s still huge power in the public message – the power of the public comment. It’s a big thing – it’s why people get married in front of an audience of 150; it gives a public sense of commitment."
"The beauty of OOH is that it can double as a TV screen, a social feed, a camera, a vending machine, a download site, or a purchase point."
"OOH is constantly evolving, and its ability to integrate so brilliantly with new technology is one of its main strengths."
"Media changes, driven by digitisation, have left consumers facing a tyranny of choice—yet OOH is a channel that can still deliver huge audiences, and can increasingly do so in creative and engaging ways."
"The out-of-home sector has been tremendously resilient throughout the recessionary years, showing consistent growth driven by its fundamental benefits. In an ever-fragmenting media landscape, you can still reach pretty much the entire population, all at the same time."
"Out of Home is booming right now: OOH is the most ubiquitous media – you can’t turn the page, change the channel or switch it off, and Out of Home continues to integrate itself brilliantly with other new and innovative technologies."
"Speed of change is all around us and no more so than in the rate at which advertising investment in traditional posters is being transitioned to include a far more flexible out-of-home canvas; the digital poster."
"I love OOH because the diversity of opportunities makes it a realistic option for almost any client. Add to this the ever growing possibilities for new innovation and it’s a media channel that is truly exciting to both agencies and clients alike."
"By its very nature, out-of-home’s remoteness from the consumer living room, from the office, and from the home computer, has made it a natural bedfellow of mobile marketing."
"OOH inhabits a wonderful space in which we benefit from a rich heritage of memorable, iconic campaigns and a truly exciting future unfolding before us. A broadcast medium that just keeps getting better."
"Show me any brief, for any client and any campaign and I guarantee that OOH will be able to have a justifiable role to play as part of the media solution. That role maybe big or small; local or national, classic, digital or both, large format, small format or anything in between... but it will be justifiable and worthwhile. There isn’t any other medium that can replicate that claim, or indeed come anywhere near doing so."
"London’s very large public transport network carries a great deal of OOH advertising. As a result, London alone has 170,000 advertising sites, more than 40 per cent of the national total. This makes London the most valuable city for OOH advertising in Europe and among the most important in the world."
"Digital OOH networks are multi-sensory and with the development of touch technology things are moving fast. Stimulating the senses more creatively generates social shares, great PR and awards."
"Central London will undergo a transformation and cities like Birmingham, Manchester and Leeds will get even brighter and more connected"
"It makes sense for the most welcomed and least intrusive media to deliver presence for brands interacting through the media"
"OOH remains the flexible canvas for which a guaranteed audience is never too far away"
"OOH may be the oldest medium, yet it has shown remarkable resilience in reinventing itself"
"Smarter brands are contextualising their ad messaging, reaching a target audience when it matters most and can change behaviour"
"Poster sites really are the last true broadcast medium capable of near universal reach"
"The combination of classic and DOOH should be an intoxicating mix for any marketing director"
"Out of Home is an accountable, measurable and effective media for advertisers"
"Reaching people in the right place, at the right time is still Out of Home’s biggest strength"
"Posters are the purest and most effective form of communication"
"I would advise marketers using OOH not to see a poster as a Wikipedia entry, think of it as a piece of art"
"OOH engages hard to reach audiences on the move with inspiring and innovative communications"
"Using data to plan OOH enhances campaign performance by up to 200%"
"London is the most valuable city for OOH advertising... and among the most important in the world "
"Super premium digital outdoor is one of the quickest ways to get into the conversation and make your brand famous"
"For a brand to live, it needs to appeal not only to the people who buy it, but also to the people who know about it "