Out Of Home Advertising coincides with the 21st Century

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Out-of-home advertising is being radically transformed by the arrival of new technology including – Internet connectivity, real-time content, cloud based distribution software, cutting edge display and digital office communication, all of these are helping to reshape how the world’s oldest media has traditionally engaged with audiences, into a new hybrid medium.

Internet connectivity no longer requires the use of a telephone line and router in order to connect, with companies such as EE launching the new 4G, a system which provides mobile ultra-broadband Internet access. Conceivable applications include amended mobile web access, IP telephony, gaming services, high-definition mobile TV, video conferencing, 3D television and cloud computing. EE used 40 London taxis to advertise and launch this new form of internet connectivity. All 40 taxis which took part, had 4G installed meaning all customers could connect to this new style of internet free of charge once inside the taxi, this out-of-home campaign saw digital domination over the course of 3 months, which helped entice consumers to switch providers to EE.

Taxi Advertising

Source: ZONE 2013

Digital posters have enabled advertisers to engage audiences by using real-time and up to date content. Latest figures from the Outdoor Media Centre have revealed that digital revenues for Q1 2013 and were £43.1 million, up 21% year on year and accounts for a fifth of total outdoor revenue.

New technology means that consumers can now be more accurately targeted with content which is much more pertinent and compelling.

JCDecaux has seen the benefits for targeting consumers using digital technology and are now launching 400 new digital screens outside Tesco. Advertisers will soon be able to target shoppers by day of the week and time of day, through new digital screens being erected outside 400 Tesco stores.

This will enable advertisers to target specific dayparts to optimise their ad campaigns by four parts of the week – morning, afternoon, evening and night time, enabling brands to optimise their ad campaign.

Digital Billboards

Source: outputmagazing.com

This network of new digital screens will be made even more appealing for advertisers due to its ability to fuse data from the outdoor industry’s £19 billion Route research, with Tesco’s acclaimed Dunnhumby retail sales data, responsible for the data crunching behind Tesco Clubcard.

Andrew Mortimer, director of brand and media at the UK’s largest outdoor advertiser, BSkyB, announced, “It is time to move away from judging plans on metrics that are out of date. To move away from traditional measures like number of panels or cost-per-thousand to metrics of greater value to advertisers.”

Interactivity advertising

Source: jcdecaux.co.uk

The future of digital-out-of-home advertising will be driven by interactivity. Digital signage applications are likely to engage consumers on a more personal level by enabling them to interact using their smart phones via Bluetooth, text messaging and the many apps which are now available to scan QR codes. The opportunity to transmit live messaging provides a dynamic new dimension to out-of-home advertising, as well as offering the flexibility to engage with consumers in real-time.

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