This trends report from Posterscope discusses several emerging trends in out-of-home (OOH) advertising in 2012, including greater accountability and proof of performance metrics, contextually aware technologies to optimize messaging, and the expansion of digital OOH enabling more flexible and large-scale content. It also covers trends like near-field communication enabling OOH transactions, augmented reality expanding OOH boundaries, gaming engaging consumers in public venues, and hyperlocal promotions through localized social media.

1. Posterscope
Trends Report
2012
10/01/2012

2. trendEra In Accountability
A New
trend
EYES ON expansion across better
more media is resulting in
greater accountability in
Measurement
delivering audience metrics
what this means
A movement from Proof of
Posting to Proof of
Performance
VAIs

3. trend is King
Context
trend
New contextually aware
technologies are allowing
advertisers to not only
collect, but also predict and
optimize messaging by
gender, mood and gesture
what this means
OOH is providing a new level of
accountability, efficiency and
insight into ROI

4. trendis King: Kraft Facial Recognition
Context

5. trend & Scale
Content
trend
The success or failure of
commercial engagement is
underpinned by provision of relevant
information rather than pure
branding
what this means
Expansion of digital networks has
finally provided OOH consideration
as a viable content channel with its
flexibility in messaging and capacity
for scale

6. trend Smart World
Fast Moving
trend
The adoption and capabilities of
new digital gadgets enables people
to move more freely with a single
device, and in turn has expedited
the conversion to a more digital
OOH media landscape
what this means
As the connector to mobile
lifestyles OOH is moving from
Opportunity To See to Opportunity
To Connect as a metric for success

7. trend
O-Commerce
trend
NFC-enabled mobile handsets
are projected to increase the
penetration of O-commerce with
over 700 million handsets
predicted to be in market by 2016
what this means
OOH Platforms are moving
beyond an interface for triggering
purchase consideration, to
actually facilitating the transaction
converting OOH to POS

8. trend
O-Commerce: Tesco

9. trendHome Space
Out of
trend
New applications of AR enable
advertisers to engage in a variety of
environments with or without OOH
infrastructure as its base
what this means
An intelligently planned AR
campaign that fits in to peoples’
lives making things more convenient
or more fun can convert an out of
home space into a user experience
expanding OOH beyond
recognizable boundaries

10. trendHome Space: Disney AR
Out of

11. trendHome Space: Airwalk
Out of

12. trend
Playtime
trend
Games are the second-most
popular internet activity after
social networks, ahead of email
what this means
Brands are embracing venues
offering dwell time as ideal spaces
for deploying gaming to engage
consumers OOH at moments of http://www.youtube.com/watch?
v=kEDMIwHLRyg
relevance with time to spare

13. trend Disney Cruises
Playtime:

14. trend Courtyard by Marriott
Playtime:

15. trendTime
Spring
trend
OWS - Signage and technology
are being used to spread the word
and engage a public locally and
globally, occupying space and
share of mind
what this means
Connected OOH media provides
the opportunity for brands to not
only speak to their audience, but
also allows their audience to
speak back, actively occupying
space and mind

16. trend Space A Better World
A Greener
trend
The OOH advertising industry is
taking a number of steps to reduce
its carbon footprint
what this means
New and innovative ways are
emerging for brands to effectively
recycle OOH materials into
alternative solutions in line with
brand initiatives or charitable
associations

17. trendSpace: Billboard Vinyl Recycling
A Greener

18. trend Buzz
Hyperlocal
trend
Hyperlocal is the buzzword of the
day with the increasing popularity of
4 Square, Groupon Now, Facebook
Places, Google search and other
localized social media providing a
low cost per target, customized
promotions, and the potential to
deliver more effective ROI
what this means
OOH is building further momentum
as the ambassador for developing
local connections

19. trend
HyperlocalBuzz: McDonalds Interactive

20. trend of Society
Acculturation
trend
Ethnic minorities now represent $2.5
trillion in buying power growing on
pace with rising populations
what this means
Traditional demographics no longer
suffice. Specialist teams are
becoming integral to understanding
the multicultural media landscape
and acculturation of various
segments, which affects the way a
brand communicates and connects
with these audiences