Billboard advertising is to many is the traditional out of home (OOH) advertising format, but there has been significant global growth in digital OOH (digital boards and place-based networks) in recent years. A definite trend is the growth of digital as many more new sites are being developed, says Michele Munro.
Digital OOH (DOOH) is a no brainer and benefits media owners and advertisers alike in being able to engage customers and the target market, while extending the reach and effectiveness of marketing campaigns. Although there will still be some urban consumers who will have an interest in more old-style OOH platforms such static billboards and posters. I’m amazed at how technology has advanced in this industry when I think of the days we all thought that Trivisions were a new-found revolution, to what we see today.
We have really come a long way.
Another definite trend in OOH advertising is behavioural targeting. I just love this as it helps us to understand human behaviour and how it affects the marketing campaign and its results. Tracking your consumers’ behaviour and understanding exactly how your target market rolls allows you to plan a successful advertising campaign reaching all your prescribed objectives.
Mobile technology, specifically due to the explosion of mobile devices, is perpetually changing brand consumer communication and engagement and elevates the influence of OOH advertising. Urban consumers remain highly receptive to their surroundings and engaged with OOH advertising. The key here it to understand how consumers’ relationships with OOH and their expectations are changing. Mobile technology and OOH work well hand in hand, similar to the effects of radio and OOH working together.
A big downfall of OOH advertising is the lack of strong and innovative creative. Something needs to catch the eye when making use of this medium, but unfortunately this happens very occasionally. I wish I had the answers to this. However, a suggestion is that all parties involved in the advertising campaign sit around a table and thrash creative ideas about. The success of a campaign is that all parties are involved from beginning to post mortem. I also believe that a lot of what can be done on OOH platforms creatively is not communicated sufficiently from the media owner/supplier to the creative agency. In the perfect world, there would be time and effort dedicated specifically to OOH creative and the wall paper and magazine page advert effect would be eliminated.
A suitable and effective audience measurement tool for this exciting medium has always proven to be tricky . Currently there are a few companies that have really given it their all to try and crack this monster, which I do believe is groundbreaking. They are Ask Afrika and Spanish OOH research company Cuende Infometrics who have designed an OOH research model that is one of the most advanced methodologies globally. The newly formed joint industry committee (JIC),the Out Of Home Measurement Council (OMC), endorsed by industry body OHMSA (Out Of Home Media South Africa), presented this wonderful and exciting concept to media buyers and OOH media owners at the Bryanston Country Club in July 2014. There were delightful speakers and the event organised by all above, proved to be extremely enlightening. Watch the space, very exciting times ahead!
With all this said on trends, issues, impact of digital and various other aspects, out of home is something I believe that lives in your DNA. Once you have it in you, it is very difficult to get rid of. I do believe it is a media industry of longevity with many more exciting times and things to come. Lets just do it with more excitement and innovation.
Michele Munro is the managing director of MMAP Integrated Outdoor Solutions, an OOH sales company that delivers integrated solutions to media agencies and clients.
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