Outdoor advertising or better yet known as "out-of-home" (OOH) is reaching its high peak moment as technology, data and infrastructure are now seamlessly coming together.
According to the 2018 IPA study, Marketing Effectiveness in the Digital Era, done by Les Binet and Peter Field highlights the importance of reach and time spent with a medium as key drivers of effectiveness. OOH, in its entirety, continues to deliver more than 90% reach and three hours spent in its company every day underlines its importance and resilience in a transforming media landscape.
Added to that, the report also highlights that, ever since the inception of digital OOH, the effectiveness of the medium has nearly doubled.
OOH growth
According to PWC Global Entertainment and Media Outlook 2015–2019 report, digital out-of-home (DOOH) advertising alongside internet advertising will be another high-growth area, with revenues rising at a 13.2% compound annual growth rate (CAGR). Given the high costs of upgrading OOH to digital formats, the most lucrative markets for DOOH advertising will be major cities. By 2019, the city-state of Singapore will see DOOH advertising account for 60.4% of total OOH advertising revenue, while exceptional growth in London will help DOOH’s share in the UK reach 53.7%.
With data, technology and physical infrastructure genuinely and seamlessly connecting to enable a new era of efficiency and effectiveness for advertisers, it's without a doubt that OOH is nearing its highest peak.
Here are some of the trends that have seen the medium growing bigger and better than ever in South Africa.
Real-time OOH
The approach to real-time availability oversight and OOH buying has increased since 2015, with fully automated real-time OOH trading platforms emerging, allowing advertisers to buy and serve adverts on digital networks one a set of conditions has been met at scale-time.
An example of this can be seen in a planned activation and how it generates sufficient interest as well as how social media sharing supports advertising real-time onto key adjoining DOOH networks and panels, further entrenching the power of a particular brand.
Interactivity with consumers has become a key part of OOH advertising and has increasingly featured interactive elements to engage with consumers.
Mobile data influencing OOH planning
Analysis of new location-based data sets, such as mobile and social continue to uncover previously unknown value in specific OOH locations.
These locations are mostly discovered through social media. For instance, more than 10% of tweets disclose GPS location and now more than ever Instagram posts also include the same. This gives the understanding of where consumers are and what they are talking about and sharing.
This kind of tool provides access to hyperlocal social-media usage data and brings another level of understanding of their consumers to life. By understanding mobile activity in and around a physical location, brands are more likely to be able to act in real time to deliver more engaging and valuable interactions with their target market.
Location influences cross-channel planning
Geographies have increasingly aligned in the planning process across OOH, TV, display, search, mobile, and other channels.
The consideration of physical inventory such as proximity OOH and also digital location-based opportunities, such as targeted SMS and Facebook local ads, play a crucial role. These social channels ensure not just a greater portion of advertising spend is assigned to this medium but that genuine integrated communications solutions are delivered.
OOH media on mobile
Today’s consumers can browse and buy at speed, and the online shops are always with you wherever you go — in the form of tablets and mobile phones.
Understanding this impact upon consumers, knowing what they buy, when they buy and how they buy, the mobile phone has become the point of sale. Using data from partners such as mobile operators makes it even easier to find the right times and places to influence this behavior.
According to Cell Phones in Africa: Communication Lifeline report, delivered by the Pew Research Centre, ownership of cellphone is significantly high in South Africa, where about nine-in-ten people have a cell phone.
Added to that, people use their cellphones to get consumer information, prices, and product availability updates.
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