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 state-of-the-art infrastructure 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 months ahead...
The Posterscope View:How OOH will evolve in 2013Overview2012 was a strong year for in 2012 will be difficult to match audience insight and researchthe OOH medium. With the during 2013; indeed we predict is going live, investment inexception of online, it exhibited a contraction of -3%. Yet there state-of-the-art infrastructurethe most significant growth is significant momentum in the is set to offer unprecedentedacross all media – more than OOH market, and the headline opportunities - and digital9% year on year. figures will still represent strong innovation is helping to underlying growth. deliver more flexibility andThe Olympics was a major creativity across the board.contributor to this growth, 2013 promises to be a bigborne out by a 25% year-on- year in OOH, with much to Here, then, are the keyyear increase in Q3 revenues. look forward to. Our audience things that will shape theSuch exceptional performance is growing, cutting-edge new months ahead...
Constantly connected lives “Increasingly, the As we go about our daily lives, we’re constantly connected. connected consumer It’s estimated that global internet usage will more than double is browsing, shopping by 2015 - and most of those users will be mobile. Adults across and sharing in the the developed world spend more media time on mobile than on newspapers and magazines combined. OOH space”. 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“Globally, international More people, more than 140,000 contactless terminals are installed across the 1passenger numbers UK, most notably in all 8,500 of London’s buses. While last yearwere up by 6.6 per saw NFC chips trialled in a variety of OOH settings, and evencent overall last year,with 70 per cent of all more OOH time embedded in beer mats, this year will bring scale.airports recording agrowth in traffic.” London Underground is carrying more people eachBusy lives mean more time on the move. year. The total in 2011 was 1.1 billion, and it wasAs each key transport category continues to used by up to 4.4 million people each day duringgrow, the audience for OOH advertising is the 2012 Olympic Games. Bus use is increasingexpanding significantly – and the emerging in London, which now accounts for half of all busecosystem of digitally-enabled media, content, passenger journeys in England.and experiences presents a massive range ofnew opportunities for brands. Air traffic also grew strongly in 2011. London’s airports passenger numbers increased by 5 per cent, while across all UK airports, the numberIn the UK, car traffic rose by 0.4 per cent to 240.7 of passengers was up by 4.1 per cent. Globally,billion vehicle miles in 2011, while there were 5.2 billion international passenger numbers were up by 6.6bus passenger journeys (up by 0.6 per cent), and on per cent overall last year, with 70 per cent of allthe rail network, journeys were up by 8 per cent. airports recording a growth in traffic.2
3 Digital: the new industry standard “Complementary technologies such “At Waterloo station, 2013 marks the moment when digital becomes the industry as touchscreen and JC Decaux is to standard. The overwhelming majority of investment by media owners this year will be in the creation of new DOOH estate – NFC enable richer, introduce the world’s 4 offering a dynamic new environment for advertisers. deeper and more largest digital screen.” While many new sites and upgrades will be concentrated in personal connections A new era of flexibility and around London, cities including Manchester, Birmingham, with air travellers.” Glasgow and Liverpool are also to see significant DOOH footprint, spearheaded by Ocean, Signature and Mediaco. touchscreens in airline business lounges; and Not only does digital technology offer new Tesco which turned digital screens into interactive At Chiswick in west London, Clear Channel is creating two double- levels of flexibility for the buying, trading and sided digital towers by the side of the A4-M4 link, and plans to fridges, where passengers could order household planning of OOH, it also makes OOH the most essentials via the Tesco app, to be delivered to their expand its 100-strong, city-wide, digital six-sheet estate. dynamic and immediate medium available to homes at the end of their trips. At Waterloo station, JC Decaux is to introduce the world’s largest advertisers, and offers a wealth of opportunities for creativity in public spaces. Nowhere is this PSI has been a pioneer in this area, from the digital screen, and the company’s Cromwell Road Digital Gateway, more relevant than in airports, which provide Total F1 Experience which moves from airport also in west London, already consists of eight digital screens. the perfect environment and dwell-time for to airport across the globe following the Grand CBS, meanwhile, is developing a series of landmark sites on the interaction with consumers. Prix, to the Dell ‘Where Are You Flying Today?’ London underground network for digital content, and Primesight is zone in Heathrow. They have also introduced investing in interactive cinema screens. In particular, complementary technologies such as the Credit Suisse iPad stands at London City After successful NFC-enabled campaigns by Sony Mobile (1,200 touchscreen and NFC enable richer, deeper and Airport, which passengers can use while waiting six-sheets) and Kit Kat (3,000 six-sheets) in 2012, many OOH media more personal connections with air travellers, as for their flights. owners have already integrated the technology into their existing well as providing an important new channel for data Through scalability, these types of activity can networks, such as Clear Channel’s deployment of NFC on 10,000 capture. Examples in 2012 included: Canon, which establish brands as being synonymous with a six-sheets across Britain, Eye Corp’s “amplify” platform in airports, ran an NFC-enabled digital screen campaign at specific service for air travellers, in the same and JC Decaux’s Touchpoint product that is deployable across much London Gatwick to promote its E650D digital SLR way as HSBC has achieved with its investment of its estate. camera; JP Morgan, which installed large-format in branded aerobridges.4
5 Real-time content “Content from any The live, real-time digital OOH that came of age in 2012 will evolve and social network can be grow in 2013. High-profile campaigns from Eurostar and Channel instantly integrated 4 have emphatically demonstrated the value of live creative, which by its nature is more targeted and relevant to the audience. into digital OOH toform a seamless bridge The new LIVEPOSTER platform allows for the publication of digitalbetween the online and content to multiple digital OOH networks. It has unlocked a wealth offline world.” 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. 6 Real-time data “As more campaigns Amid all the buzz about “big data”, it’s a revolution of two halves: The entire OOH landscape has been transformed and railway stations, and the effect of ambient are analysed, the data enables us to measure effectiveness with more accuracy since the original Postar service was created lighting in hours of darkness, e.g. on the visibility of effect OOH has than ever; and it makes it possible to create and deliver content to measure the audience for advertising in the bus sides in city centres. that’s precisely tailored to the audience, in a real-time context. on social media is roadside space, and the research behind the new The level of detail will be unprecedented. The old Postar encompasses this. becoming increasingly 2013 will be a year of further progress and evolution; we are moving Postar measurement was presented by ITV region, The Postar2 research is comprehensive, and rich in but the new system can analyse towns & urban understood.” from a period of trying to understand different technologies, to detail. It moves from measuring 120,000 roadside populations of all sizes, from 50,000 upwards. interpreting the data of how people are actually using them, and acting on these insights. panels to 360,000 across environments and rising. Audience targeting will focus on age, class and The average person completes 45 ‘trip stages’ gender, as well as lifestyle and media habits. At Posterscope, our planning process is mining these data sources a day across a possible 2.8 million links giving to create accurate, real-time evaluations about the demographics, Postar2 launches with a travel survey of 23k GPS a database of a massive 160 million records. It carrying respondents, the biggest OOH survey of geographies and attitudes of our clients’ consumers. will yield a new understanding of the relationship its type. The use of GPS meters provides a passive Through the paid-for social monitoring tool Sysomos alone, we have between audiences and dynamic frames, whether measurement of where people go by time of day access to more than 1.3 billion documents - including tweets, blogs, scrollers or digital, as well as combinations of static when out-of-home, and, through motion sensors new stories and Facebook updates. As more campaigns are analysed, frames and moving audiences, through to moving the effect OOH has on social media is becoming increasingly in the meters, it’s possible to identify the type of frame and moving audiences, and the effect all of transport being used. understood. these have in attracting eye movement. Postar2 will be launched in February 2013. It’s been a long haul, The immediate benefit for advertisers from new In addition, new techniques were developed to Postar is the ability to measure the coverage and but creating an integrated measurement mechanism for roadside, take account of the way people move differently transport, and enclosed environments has not been done before. frequency of a cross-environment and cross-format in enclosed environments, such as shopping malls OOH campaign.6
7 Immersive experiences“If DOOH continues to Enabled by the new technology at our disposal, 2013 will be the The same content has massive ramifications for owned and bought grow at current rates, channels: Canon demonstrated the effectiveness of its IXUS 510 HD year experiential advertising takes OOH to a completely new camera by deploying user-generated photography to DOOH networks. then ultimately all level, offering richer, immersive experiences and unprecedented The content was live within minutes of it being created by consumers depth of audience engagement. OOH will have an as part of experiential activity in UK shopping malls. Similarly, Camelotinteractive dimension.” Posterscope believes that experiential advertising has massive demonstrated the volume of scratch card winners by filming people as potential, and is already leading the way with a dedicated experiential they actually played Lottery Instants within a specially built pop up retail offering designed to create content and brand stories that can be unit. This content was deployed live as it happened to DOOH and to merchandised across all channels: bought, owned and earned. Camelot owned social media channels. Both instances give an insight Using experiential activity to generate content for earned media into how the face of advertising is changing: amplification is crucial to measuring success and adding value to If DOOH continues to grow at current rates, then ultimately all OOH bought media: by creating content assets for PR agencies to work will have an interactive dimension. The space between the live world with and for social media sharing – content that those consumers and the digital panel will be joined seamlessly because of the way taking part in the experiential will want to share with their friendship people increasingly use their devices to interact with advertising, so groups to maximize viral potential. the notion of OOH communication will be extended to include the live event space.8