2012 was a strong year for
the OOH medium. With the
exception of online, it exhibited
the most significant growth
across all media – more than
9% year on year.
The Olympics was a major
contributor to this growth,
borne out by a 25% year-on-
year increase in Q3 revenues.
Such exceptional performance
in 2012 will be difficult to match
during 2013; indeed we predict
a contraction of -3%. Yet there
is significant momentum in the
OOH market, and the headline
figures will still represent strong
2013 promises to be a big
year in OOH, with much to
look forward to. Our audience
is growing, cutting-edge new
audience insight and research
is going live, investment in
is set to offer unprecedented
opportunities - and digital
innovation is helping to
deliver more flexibility and
creativity across the board.
Here, then, are the key
things that will shape the
The Posterscope View:
How OOH will evolve in 2013
Busy lives mean more time on the move.
As each key transport category continues to
grow, the audience for OOH advertising is
expanding significantly – and the emerging
ecosystem of digitally-enabled media, content,
and experiences presents a massive range of
new opportunities for brands.
In the UK, car traffic rose by 0.4 per cent to 240.7
billion vehicle miles in 2011, while there were 5.2 billion
bus passenger journeys (up by 0.6 per cent), and on
the rail network, journeys were up by 8 per cent.
London Underground is carrying more people each
year. The total in 2011 was 1.1 billion, and it was
used by up to 4.4 million people each day during
the 2012 Olympic Games. Bus use is increasing
in London, which now accounts for half of all bus
passenger journeys in England.
Air traffic also grew strongly in 2011. London’s
airports passenger numbers increased by 5 per
cent, while across all UK airports, the number
of passengers was up by 4.1 per cent. Globally,
international passenger numbers were up by 6.6
per cent overall last year, with 70 per cent of all
airports recording a growth in traffic.
As we go about our daily lives, we’re constantly connected.
It’s estimated that global internet usage will more than double
by 2015 - and most of those users will be mobile. Adults across
the developed world spend more media time on mobile than on
newspapers and magazines combined.
Consumers are using their smartphones as a primary device for
personal tasks during work hours. Increasingly, the connected
consumer is browsing, shopping and sharing in the OOH space.
Mobile works best when it is integrated. Increasingly, we are
finding ways to combine traditional, online, and mobile channels to
create immersive “360-degree” campaigns.
2013 will see the humanisation of technological innovations
in OOH, enabling us to create campaigns that are solely
designed around people and not platforms. Three areas of OOH
innovation which we think will evolve in this way are Near Field
Communications (NFC), live digital OOH (DOOH), and the
continuous integration of online with offline experiences.
The number of NFC-enabled consumer devices on the market
quadrupled in 2012, several brands launched high-profile
advertising campaigns supporting their NFC products, and now
more than 140,000 contactless terminals are installed across the
UK, most notably in all 8,500 of London’s buses. While last year
saw NFC chips trialled in a variety of OOH settings, and even
embedded in beer mats, this year will bring scale.
more OOH time
Constantly connected lives
is browsing, shopping
and sharing in the
were up by 6.6 per
cent overall last year,
with 70 per cent of all
airports recording a
growth in traffic.”
2013 marks the moment when digital becomes the industry
standard. The overwhelming majority of investment by media
owners this year will be in the creation of new DOOH estate –
offering a dynamic new environment for advertisers.
While many new sites and upgrades will be concentrated in
and around London, cities including Manchester, Birmingham,
Glasgow and Liverpool are also to see significant DOOH footprint,
spearheaded by Ocean, Signature and Mediaco.
At Chiswick in west London, Clear Channel is creating two double-
sided digital towers by the side of the A4-M4 link, and plans to
expand its 100-strong, city-wide, digital six-sheet estate.
At Waterloo station, JC Decaux is to introduce the world’s largest
digital screen, and the company’s Cromwell Road Digital Gateway,
also in west London, already consists of eight digital screens.
CBS, meanwhile, is developing a series of landmark sites on the
London underground network for digital content, and Primesight is
investing in interactive cinema screens.
After successful NFC-enabled campaigns by Sony Mobile (1,200
six-sheets) and Kit Kat (3,000 six-sheets) in 2012, many OOH media
owners have already integrated the technology into their existing
networks, such as Clear Channel’s deployment of NFC on 10,000
six-sheets across Britain, Eye Corp’s “amplify” platform in airports,
and JC Decaux’s Touchpoint product that is deployable across much
of its estate.
Not only does digital technology offer new
levels of flexibility for the buying, trading and
planning of OOH, it also makes OOH the most
dynamic and immediate medium available to
advertisers, and offers a wealth of opportunities
for creativity in public spaces. Nowhere is this
more relevant than in airports, which provide
the perfect environment and dwell-time for
interaction with consumers.
In particular, complementary technologies such as
touchscreen and NFC enable richer, deeper and
more personal connections with air travellers, as
well as providing an important new channel for data
capture. Examples in 2012 included: Canon, which
ran an NFC-enabled digital screen campaign at
London Gatwick to promote its E650D digital SLR
camera; JP Morgan, which installed large-format
Digital: the new industry standard
A new era of flexibility
“At Waterloo station,
JC Decaux is to
introduce the world’s
largest digital screen.”
as touchscreen and
NFC enable richer,
deeper and more
with air travellers.”
touchscreens in airline business lounges; and
Tesco which turned digital screens into interactive
fridges, where passengers could order household
essentials via the Tesco app, to be delivered to their
homes at the end of their trips.
PSI has been a pioneer in this area, from the
Total F1 Experience which moves from airport
to airport across the globe following the Grand
Prix, to the Dell ‘Where Are You Flying Today?’
zone in Heathrow. They have also introduced
the Credit Suisse iPad stands at London City
Airport, which passengers can use while waiting
for their flights.
Through scalability, these types of activity can
establish brands as being synonymous with a
specific service for air travellers, in the same
way as HSBC has achieved with its investment
in branded aerobridges.
The live, real-time digital OOH that came of age in 2012 will evolve and
grow in 2013. High-profile campaigns from Eurostar and Channel
4 have emphatically demonstrated the value of live creative, which by
its nature is more targeted and relevant to the audience.
The new LIVEPOSTER platform allows for the publication of digital
content to multiple digital OOH networks. It has unlocked a wealth
of opportunities for digital OOH. Advertisers can now embed their
data into broadcast digital content, or create dynamic infographics.
Content from any social network can be instantly integrated into digital
OOH to form a seamless bridge between the online and offline world.
Already, LIVEPOSTER enabled McDonald’s to serve user-generated
content aggregated via Facebook to eight different digital OOH
networks (including its own Piccadilly Circus screen) in real-time.
Amid all the buzz about “big data”, it’s a revolution of two halves:
data enables us to measure effectiveness with more accuracy
than ever; and it makes it possible to create and deliver content
that’s precisely tailored to the audience, in a real-time context.
2013 will be a year of further progress and evolution; we are moving
from a period of trying to understand different technologies, to
interpreting the data of how people are actually using them, and
acting on these insights.
At Posterscope, our planning process is mining these data sources
to create accurate, real-time evaluations about the demographics,
geographies and attitudes of our clients’ consumers.
Through the paid-for social monitoring tool Sysomos alone, we have
access to more than 1.3 billion documents - including tweets, blogs,
new stories and Facebook updates. As more campaigns are analysed,
the effect OOH has on social media is becoming increasingly
Postar2 will be launched in February 2013. It’s been a long haul,
but creating an integrated measurement mechanism for roadside,
transport, and enclosed environments has not been done before.
The entire OOH landscape has been transformed
since the original Postar service was created
to measure the audience for advertising in the
roadside space, and the research behind the new
Postar encompasses this.
The Postar2 research is comprehensive, and rich in
detail. It moves from measuring 120,000 roadside
panels to 360,000 across environments and rising.
The average person completes 45 ‘trip stages’
a day across a possible 2.8 million links giving
a database of a massive 160 million records. It
will yield a new understanding of the relationship
between audiences and dynamic frames, whether
scrollers or digital, as well as combinations of static
frames and moving audiences, through to moving
frame and moving audiences, and the effect all of
these have in attracting eye movement.
In addition, new techniques were developed to
take account of the way people move differently
in enclosed environments, such as shopping malls
and railway stations, and the effect of ambient
lighting in hours of darkness, e.g. on the visibility of
bus sides in city centres.
The level of detail will be unprecedented. The old
Postar measurement was presented by ITV region,
but the new system can analyse towns & urban
populations of all sizes, from 50,000 upwards.
Audience targeting will focus on age, class and
gender, as well as lifestyle and media habits.
Postar2 launches with a travel survey of 23k GPS
carrying respondents, the biggest OOH survey of
its type. The use of GPS meters provides a passive
measurement of where people go by time of day
when out-of-home, and, through motion sensors
in the meters, it’s possible to identify the type of
transport being used.
The immediate benefit for advertisers from new
Postar is the ability to measure the coverage and
frequency of a cross-environment and cross-format
“Content from any
social network can be
into digital OOH to
form a seamless bridge
between the online and
“As more campaigns
are analysed, the
effect OOH has
on social media is
Enabled by the new technology at our disposal, 2013 will be the
year experiential advertising takes OOH to a completely new
level, offering richer, immersive experiences and unprecedented
depth of audience engagement.
Posterscope believes that experiential advertising has massive
potential, and is already leading the way with a dedicated experiential
offering designed to create content and brand stories that can be
merchandised across all channels: bought, owned and earned.
Using experiential activity to generate content for earned media
amplification is crucial to measuring success and adding value to
bought media: by creating content assets for PR agencies to work
with and for social media sharing – content that those consumers
taking part in the experiential will want to share with their friendship
groups to maximize viral potential.
“If DOOH continues to
grow at current rates,
then ultimately all
OOH will have an
The same content has massive ramifications for owned and bought
channels: Canon demonstrated the effectiveness of its IXUS 510 HD
camera by deploying user-generated photography to DOOH networks.
The content was live within minutes of it being created by consumers
as part of experiential activity in UK shopping malls. Similarly, Camelot
demonstrated the volume of scratch card winners by filming people as
they actually played Lottery Instants within a specially built pop up retail
unit. This content was deployed live as it happened to DOOH and to
Camelot owned social media channels. Both instances give an insight
into how the face of advertising is changing:
If DOOH continues to grow at current rates, then ultimately all OOH
will have an interactive dimension. The space between the live world
and the digital panel will be joined seamlessly because of the way
people increasingly use their devices to interact with advertising, so
the notion of OOH communication will be extended to include the
live event space.