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OOH may be the oldest medium, yet it has shown remarkable resilience in reinventing itself

Grant Branfoot, Sales Director for Outdoor Plus   |   18th March 2016

Out of Home’s ability to deliver communications to people at the right time, in the right place & right mind-set is as relevant as ever to advertisers. Whilst we have seen some fantastic examples of real- time brand experiences over the past few years – Benadryl’s Pollen Count campaign; BA’s Look Up; Oreo Eclipse; Google Outside and Battersea Dogs & Cats Home, to name a few; the opportunity still exists for advertisers to maximise the value of their consumer data and exploit OOH’s flexibility and audience delivery. This isn’t about advertisers reducing spend on OOH, rather using the medium in the most effective & smart way to deliver tangible results – whether that’s brand building or driving online sales.

Given over half of traffic to retail websites is via a mobile device and mobile commerce now accounts for 36% of e-retail sales in the UK we should be encouraging greater cross-channel planning, especially across Mobile, Social & DOOH. At Outdoor Plus we’re excited about the research Outsmart has undertaken looking into ‘connected’ behaviour whilst people are out & about and the results should help drive new partnerships, greater integration & grow revenue in 2016.

It is worth noting that OOH still has huge potential for incremental, game-changing growth. Whilst OOH ad spend was up 6% in 2015, there are still several categories that under invest in the medium, as highlighted by the recent Brand Science study & the latest Nielsen spend reports; and as such these sectors represent a significant growth opportunity. Outdoor Plus will continue to invest

in premium OOH, following our development strategy of offering only the very best London locations. This has given us a very clear digital footprint across London, which by definition has to be better for advertisers and their campaign optimisation (as demonstrated by our #message2london campaign research in 2015).

The dynamic delivery of creative should now be the norm. The buying community needs to work harder to realise the potential of multi-messaging using real-time data planning and as such needs to become more agile when planning & buying digital OOH.

There has been a lot of talk regarding programmatic and how this can be applied to OOH. This isn’t necessarily where the future lies for Out of Home; however we believe that automated buying is. The opportunity is definitely there, especially in relation to Digital trading, but a coordinated industry approach is required coupled with significant investment in software & standardised management systems.

Outdoor Plus will continue to partner with clients on automated OOH campaigns, building on the success & learnings of 2015. We believe that genuine automated activation can only work through collaboration across all parties, from client through to the tech & software teams. This is not the time for individual parties to look for corporate gain and one-upmanship. OOH may be the oldest medium, yet it has shown remarkable resilience in reinventing itself and thereby remains relevant & cutting edge in an incredibly fast paced technological era. I believe this will only enable OOH to redefine how advertisers communicate and balance their needs for both private and public messaging. With the rise of ad blocking, digital OOH will be the only credible way for advertisers to reach the biggest audiences in real time, when they are at their most receptive. 

"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."
"Out of Home 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."
"We've chosen to use digital to make everything more efficient...but we've forgotten how to explore and discover. It's a loss of serendipity and we've lost a lot of the humanity. We're becoming very reliant upon digital and the internet to make us incredibly efficient and we're losing out."
"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."
"Posters decorate the world "
"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."
"As DOOH becomes more “digital,” it becomes more agile, richer, and better able to play its part in a big idea. As a plugged in medium, DOOH can be the active element in a multi-layered campaign. It can create buzz, break news, invite interaction, and help to drive content and discussions online. Great DOOH campaigns are ones that sit comfortably within the wider brand strategy and capture the imagination."
"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."
"DOOH is a really interesting storytelling medium, beyond advertising. It allows you to touch and feel and interact in a way no other medium does. That's the real beauty of it, and usually overlooked"
"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"
"Immediacy, targeting and excitement are what DOOH can offer that other media can't - its just very very cool.The opportunities are endless"
"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 Out of Home 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 "
"Media isn’t about the number of impressions you make. Media is about the power of the impression you make."
"In advertising, we have the power to change minds, change beliefs and change the world"
"DOOH offers deeper engagement than other media, more of a story and feedback"