Outdoor advertising is evolving faster than ever before. Never before has new technology been driving such massive change, not only in how we display ads, but also in how we plan OOH campaigns. Here are Posterscope’s predictions for what 2016 holds in store for the out-of-home industry...
Driving direct response...payment
A beacon of new consumer engagement
Real time service
Advertising for the good of society
The connected content consumer
Ad blocking challenges ahead...
The truth about programmatic OOH
Art vs. science… The winner is…
The Experience Economy
Personalisation @ scale
Click & Collect, a new audience
Driving direct response…payment
There are so many ways for us to pay now from
Contactless to Apple Pay to pay with a Tweet with
many more options being mooted to arrive over
the coming years, which will see a new ’norm’ in
consumer behaviour in the coming few years.
This boom in contactless ‘card-free’ mobile payments
is forecast to more than double in the next year, and
over the next five years, US mobile payments alone
are forecasted to grow from $52 billion in 2014 to
$142 billion by 2019 (Forrester 2014).
Underpinning this consumer behaviour is continued
technical development, which at present has seen
the role of NFC (powering Apple Pay) moving from
an accepted technical opportunity to a real world
Our POV - The increase in mobile & contactless
payments as part of ‘normal’ consumer behaviour will
enable a larger scale of innovation across the OOH
landscape. Activity to date has already suggested
this such as Clear Channel’s use of contactless
totems, earlier this year allowing consumers to tap
their card to donate money to Cancer Research.
This consumer adoption allows us to think differently
about the role of payment across the OOH
landscape. A medium that is often described as
primarily a ‘brand awareness’ driver – can now
become an aggressor in driving real-time purchase,
which across the UK’s high streets and airport
terminals could lead to a new method of retail
purchase. This in turn will provide OOH with another
analytic point to demonstrate the effectiveness and
accountability in driving ROI.
A beacon of new consumer
Facebook’s Bluetooth beacon announcement this
year (2015) was a significant indicator that the tech
had moved from tomorrow’s possibility to
Facebook plans to push usage to 1.5 billion global
users delivering information about nearby shops,
landmarks and experiences to users via the Facebook
beacon and Facebook feature Place Tips.
This increased connection will allow retail outlets
or businesses to create a new CRM opportunity
or customer connection moment – enriching the
customer experience and providing access to greater
consumer / brand collaboration.
Our POV - OOH will play a key role in supporting and
driving beacon adoption and solutions for clients as
beacons will increasingly be housed within
Posterscope are already pioneering with beacons as
demonstrated in this year’s (2015) Diageo’s Pimm’s
“Grab a seat! It’s Pimm’s o’clock” summer campaign.
Using a beacon network to count the number of
smartphones at Taylor Walker pubs we were able
to create a live feed of this data to proximity based
digital poster sites to alert consumers that they could
still grab a seat in the bar and enjoy a Pimm’s. The
campaign was yet another great example of how we
are able to drive the right message, at the right time
in the right places to drive consumer behaviour.
Real time service
You can now pre-order your coffee before you get in
the store or get your Oreos delivered to your desk
within an hour.
Starbucks’ new app ‘Mobile order & pay’ development
allows you to pre-order your morning caffeine fix & slip
past the queue to pick up your order whilst Amazon
Prime continues to expand providing consumers
(1 hour from purchase to delivery) to get a near real
time fix on buying and delivering.
With Amazon and other service brands mooting the
idea of using drone networks to deliver even faster,
we are moving to an ever-increasing real time
Our POV - Real time service is here and is set to
change the speed and nature of service and brand
communication. If customers are making their orders
before even being near stores, OOH will continue at a
greater depth to take over the role of shop window to
deliver a brand experience.
As new models are developed, the need to influence
consumer behaviour will mean an ever-stronger role
for OOH to build client / consumer
Advertising for the good
We are predicting a paradigm shift, where the
advertising industry reinvents itself as the hero,
working alongside not-for-profit sectors to deliver real
benefits for urban communities, without forfeiting the
need to drive sales.
Whether it is sweatshops in India, work practices
in the office, or cars that are programmed to cheat
government emissions tests - there has never been
a more challenging business landscape in which to
Each generation of consumers are more socially
aware than the last and companies are increasingly
being held accountable for their actions.
People are no longer just buying a product, they are
buying into the brand and its corporate values as well.
A survey revealed that 88%
of respondents are more
likely to stay loyal to companies that support social
and environmental issues, with 71%
willing to pay
more for a socially and enviromentally responsible
product (2015 Cone Communications Study).
Brands therefore need to ensure that these
values are at the forefront whenever they engage
with consumers. If done smartly this builds trust,
brand loyalty and can serve to improve the overall
performance of an advertising campaign.
Our POV - We have created our Urban Partnerships
movement that makes advertising budgets work
harder to create truly innovative media firsts, whilst at
the same time giving value back to
From partnership provision of public infrastructure
to live experiences that engage people on multiple
levels and leave lasting legacies and impact.
Periscope and Snapchat are two of the fastest rising
brand apps of all time, both apps have over 100 million
daily users enjoying the creation, curation and access
to real time content.
Brands are increasingly using their platforms, for
example Red Bull used the Periscope app to live
stream events at the Miami Music Week as well as
pushing out social content through Snapchat. Similarly
Adidas is giving followers the opportunity to see their
favourite footballers practice live, providing fans with
the latest knowledge and immersion at their fingertips.
Our POV - The ever-increasing media owner
investment into full motion DOOH will mean we will be
able to provide a greater extension point for content.
Whether it’s live streamed or a pure reach and
scale metric, DOOH will provide a new connection,
experience and reach opportunity for
With digital spend exceeding over £7.2 billion in the
UK (IAB / PwC) the increasing threat of ad blockers is
causing concern throughout the digital industry.
Consumer prevention of ads on their devices means
the digital industry faces a tough challenge ahead.
Along with ever-increasing pressures from viewability
and ad-fraud, online marketing will face stronger
than ever pressure in demonstrating accountability to
Our POV - With sustained digital OOH growth we
are collaborating with our agencies’ digital teams
to create new extension opportunities on top of
traditional online marketing.
As a medium that can’t be switched off, OOH is
nearly 3x as efficient in driving online search activity
than other broadcast media.
The truth about
With the growth of programmatic buying primarily
across online, expected to hit 60%
of UK digital
billings next year (2016), it is no wonder that the buzz
term will continue to keep buzzing.
Across the media industry, programmatic, and more
specifically the ‘automation of media bookings’ will
become the norm, as we look to deliver faster, more
accurate and accountable delivery of media solutions.
Our POV - We have been working behind the scenes
on a programmatic solution in partnership with the
media owners and will also be looking to launch this
What is fundamental to us is delivering a solution that
means we can deliver a product at scale. We are keen
to ensure the product makes a positive difference to
the expediency of purchase; is truly automated and
delivers increased flexibility and agility.
There are currently several businesses claiming
the application of OOH programmatic, and many
more we are sure will join them, however we are
dedicated to delivering a valuable product that can
make a difference to your business and your clients
marketing solutions at scale.
Building transaction on top of our already award
winning content delivery platform Liveposter is the
first step. This year alone we have delivered over
50 campaigns where we are adserving the most
contextually relevant copy into pre-purchased DOOH
inventory, based on real-time programmatic driven
data feeds ie temporal, client data, beacons or
mobile data such as EE.
Further to this we are also looking to architect a
solution that allows us to plug-in to digital ‘screen-
buying’ solutions – enabling DOOH to have a wider
purchase point and syndication into other ‘digital-led
screen planning and buying.
Art vs. science…
The winner is…
The role of AI (Artificial Intelligence) in media has
been consistently debated, and is being trialled
across several media channels – possibly none
with as great a success as OOH, as demonstrated
this year when Posterscope collaborated with
M&C Saatchi and Clear Channel on a campaign
which displays different ads depending on how
people react to them.
Art vs. science – or a blend of both, AI is another
great development ground in pushing the
boundaries of advertising and obtaining
Our POV - We see AI technology as positive for
the advertising industry, as it provides another
canvas for us to learn about consumers and
behaviours in a different way.
For OOH this mean ads will have an even greater
opportunity to become stronger with regards to
location targeting and more relevant in relation
to messaging and imagery; based on real time
emotional consumer engagement.
The Experience Economy
Over the last decade the UK has seen a x2 growth
in the number of people employed in experience
areas (arts, entertainment & recreation) of the service
economy compared to growth in all employment.
We live in an ‘Experience Economy’ and consumers
are increasingly marketing savvy, ignoring disruptive
advertising that doesn’t provide something valuable to
them. Consumers want to be rewarded for providing
Our POV - In an increasingly fragmented media
environment, with time-poor and increasingly higher
advertising savvy consumer, the role of effective
disruption is greater than ever.
With greater importance in experiential as a way of
creating a consumer brand experience we need to
deliver even stronger proof points that the experience,
big or small is working for the advertiser.
As a result we are expanding our analytic suite
even further with the creation of a global app that
allows us to track consumer engagement via brand
ambassadors recording CRM and via technology that
allows us to record overall consumer dwell time and
segmented dwell time by their navigation through an
Allowing our experiential offering psLIVE to provide
even stronger analysis to clients on the effectiveness
Personalisation @ scale
With applications like Google Now and Siri
becoming commonplace in consumers’ lives, they
have come to expect a high level of personalised
service everywhere. In a recent report 1 in 4
consumers were willing to pay more to receive a
personalised product or service and 22%
consumers were happy to share some data in return
for a more personalised customer product or service.
A future element of marketing will begin to rely more
heavily on a differentiated customer service with even
greater demand for personalisation of communication
in order to drive engagement and response.
We are already seeing this influence impact media
channels as brands seek to dynamically adapt
communications to certain audiences, or use real time
events and environmental factors to
Our POV - Personalisation across the OOH
landscape is moving at a fast pace and we are
spearheading that change using our Liveposter and
location data products.
Firstly, using Liveposter we are able to use real time
triggers (weather, beacons, road traffic, flight times
and numerous other sources) to allow us to deliver
the right message, at the right time, in the
By doing this we have seen significant improvements
across brand tracking research studies showing
awareness and consideration levels increasing vs.
Liveposter is not our only tool, our investment into
granular level data sets has allowed us to learn
more about audience behaviours in locations –
which in turn has allowed us to optimise OOH
location delivery to ensure we are targeting the right
audiences, more than ever.
Click & Collect, a new audience
Click and collect truly entered the mainstream in
2014 providing exciting opportunities for retailers.
Deloitte has reported that click and collect more than
doubled in the UK between 2012 and 2014 with total
revenues of £5.6bn and 140 million orders last year.
Our POV - We believe click and collect provides a
great opportunity for OOH advertising. The target
audience benefitting most from click and collect are
young, urban and mobile. As home delivery is not
convenient for these consumers with busy lives who
by definition spend most of their time out of home.
Posterscope’s own proprietary survey OCS
(Out of Home Consumer Survey) identifies that
consumers who use click & collect have a very
strong relationship with OOH advertising. “Click &
collectors” are 18%
more likely than average to be
heavy OOH consumers and 20%
more likely to notice
OOH adverts. They also have very positive attitudes
towards Digital OOH, and in particular to relevant
messaging such as a countdown clock to an event
e.g. Christmas, providing many tactical opportunities.
Out-of-Home with its young, urban, mobile audience
and dual virtual / physical retail role could be argued
as the ideal medium to make the most of the growing
click and collect trend which could define the retail
landscape for many years to come.