Digital Out of Home

  • Digital OOH continues to drive industry growth, as media owner investment continues apace and the dynamic factors around location, flexibility, technology and content generate significant new opportunities for engaging people on the move. With digital OOH accounting for over 20% of the medium, digital OOH has brought the following characteristics to bear.

    > SCALE > FLEXIBILITY
    > INNOVATION > INTERACTIVITY
    > INVESTMENT > REGIONALITY
    > CONTENT > ACTIVATION
    > SOCIAL MEDIA > CONTEXT
  • Scale

    The scale of digital OOH advertising is growing at a rapid rate. The emerging medium commands around 25% of OOH ad spend and also shows strong quarterly and annual growth rates that are comparable to other digital media.

    Continual investment by media owners has seen DOOH sites develop throughout the UK; with an increased amount of regional growth outside of the capital in cities such as Manchester, Birmingham, Glasgow, Edinburgh, Newcastle and Bristol. This is set to continue as regional players get stronger and national players improve quality locally. With conversion rates of static sites to digital sites ever increasing, it is expected that this platform will account for between 45-50% of OOH revenue by 2020.

    Scale
  • Innovation

    Digital OOH encapsulates innovation as a core characteristic. It embraces technological advancements from touch screens and gesture recognition to augmented reality and near field communications, offering brands more creative scope to target people on the move. Due to these many dimensional qualities it is a breeding ground for innovative campaigns.

    Our ‘My Monopoly’ campaign showcased how DOOH could use emerging technologies, working with experiential marketing to create a truly innovative concept. The public could play a digital game of Monopoly in real time via their smartphone. The campaign produced fantastic levels of interaction and PR exposure, something which static media vehicles previously would have struggled to replicate.

    Innovation
  • Investment

    Media owner investment is creating a new dimension to OOH.

    For 2015, Clear Channel has expanded its digital portfolio with 40 new digital 48 sheets across London, whilst its premium brand Storm is set to double its locations. JCDecaux has strengthened its position in roadside, malls and rail. Primesight has developed its roadside network with the aim to have 50 digital roadside sites by the end of 2015. Outdoor Plus has committed to a £10 million digital investment across 2014-15, and Eye Airports has secured an £8 million investment. Ocean Outdoor has continued its development of ‘The Grid’ with new investment in Birmingham and other city centre locations, whilst Forrest has also expanded its offering in Scotland and the North.

    Investment
  • Content

    The vast digital OOH network combined with its immediate nature enables the full utilisation of active content to drive higher levels of engagement. The platform allows for live, reactive and dynamic content, presenting the opportunity for brands to showcase all of their media from videos and images to real-time copy. The flexibility to adapt the copy and creative breaks the mould of two-week incharge periods that static platforms face.

    Highlights of this characteristic include the ability to tailor content reactively to topical events such as the takeover for Remembrance Day, JCDecaux’s commuter book club and our ‘Runnovation’ campaign for New Balance that featured congratulatory images of the British 10k event at key underground stations after the event.

    Content
  • Social Media

    Digital OOH’s ability to incorporate more flexible communications gives the medium a competitive edge against the more traditional platforms. With the inclusion of social media references into campaigns, people are more likely to willingly engage with interactive digital elements, subsequently leading to higher rates of calls to action.

    In a media first, our Pepsi Max DOOH campaign allowed members of the public to send in their ‘unbelievable’ Vine videos which could then be featured on digital screens nationwide. Walkers has even used Twitter to interact directly with a sampling mechanism embedded into a 6 sheet panel, with added augmented reality. The integration of both DOOH and social media in this campaign generates a whole new dimension in integrated communications.

    Social Media
  • Flexbility

    A major strength of DOOH over all other static forms of media is its flexibility in planning. The platform offers the ability to dial up and dial down by day of week and day part, and full flexibility over location and campaign length. This includes the ability to deliver real-time communications to highly targeted audiences.

    Our McCain campaign demonstrated just this. Displayed on 11 large format digital screens nationwide, the digital OOH medium allowed for the ad to be pulsed during prime commuting times to correlate with the core message of the campaign: “hurry home to your loved ones”. Due to the flexibility of the media, the message always appeared relevant and minimised wastage.

    Flexbility
  • Interactivity

    As a platform, DOOH creates high levels of interaction with consumers on a live real-time basis. The format can utilise social media and experiential marketing to deliver innovative and reactive campaigns that amplify core brand messages. Touchscreens and smartphone interaction create widespread opportunities to engage technology around a core idea that transmits content or a brand message.

    Our campaign with Walkers showed the true level of interactivity DOOH media can provide. Three tweet-activated digital vending machines were placed at bus shelters in London, allowing the public to interact with a virtual Gary Lineker via twitter resulting in a packet of Walkers crisps. This highly interactive and experiential campaign could only have been possible due to DOOH’s versatility and the use of augmented reality.

    Interactivity
  • Regionality

    Regional growth of digital OOH has intensified with screens now commonplace around malls, city centres and rail locations around the UK. Media owners are investing heavily and Route data is demonstrating the medium’s strong regional footprint. JCDecaux has developed 400 digital screens in Tesco supermarkets nationally and has fully digitised its panels in malls. Ocean Outdoor, MediaCo, Forrest and Outdoor Plus are championing the quality of inventory in local urban areas, Primesight is expanding its digital roadside 48 sheet network and Clear Channel continues to develop its Adshel product.

    As shown by our Ritz Breaks campaign, digital OOH allows for the tailoring of creative and copy by location; this campaign was personalised in Birmingham, Edinburgh and Manchester.

    Regionality
  • Activation

    A distinguishing feature of digital OOH is the ability to instantly engage with an audience and generate deeper brand experiences, leading to higher levels of activation compared to static media. The utilisation of social media creates further opportunities for audiences to engage, with potential for gaming, accessing content, free samples, prize draws and promotional codes.

    One form of digital OOH, ATM ads, has the additional advantage of physically attaching coupons to drive activation. Our campaign with Lipton employed this technique where vouchers for a free drink were placed on ATM receipts close to Tesco stores. This tactic of combining DOOH with sales promotion vouchers caused a significant uplift in product sales and above average redemption rates.

    Activation
  • Context

    The instantaneous nature of digital OOH allows for the timely and location based tailoring of content, showcasing the unique contextual element of the media. Technology has enabled deeper and more relevant brand experiences, while digital OOH can capture the immediacy of major events and real time behaviours.

    Google is just one brand smartly tailoring engaging content in real time data from dozens of live sources. The contextual content drove a call to action which saw 1 in 5 people exposed to the ad download the featured Google app, whilst the ad has also highlighted how people engage with and react to location, real time and contextual messages, improving their relationship with the brand.

    Context
  • Digital Out of Home

    Digital OOH continues to drive industry growth, as media owner investment continues apace and the dynamic factors around location, flexibility, technology and content generate significant new opportunities for engaging people on the move. With digital OOH accounting for over 20% of the medium, digital OOH has brought the following characteristics to bear.

    > SCALE > FLEXIBILITY
    > INNOVATION > INTERACTIVITY
    > INVESTMENT > REGIONALITY
    > CONTENT > ACTIVATION
    > SOCIAL MEDIA > CONTEXT
  • Scale

    Scale

    The scale of digital OOH advertising is growing at a rapid rate. The emerging medium commands around 25% of OOH ad spend and also shows strong quarterly and annual growth rates that are comparable to other digital media.

    Continual investment by media owners has seen DOOH sites develop throughout the UK; with an increased amount of regional growth outside of the capital in cities such as Manchester, Birmingham, Glasgow, Edinburgh, Newcastle and Bristol. This is set to continue as regional players get stronger and national players improve quality locally. With conversion rates of static sites to digital sites ever increasing, it is expected that this platform will account for between 45-50% of OOH revenue by 2020.

  • Innovation

    Innovation

    Digital OOH encapsulates innovation as a core characteristic. It embraces technological advancements from touch screens and gesture recognition to augmented reality and near field communications, offering brands more creative scope to target people on the move. Due to these many dimensional qualities it is a breeding ground for innovative campaigns.

    Our ‘My Monopoly’ campaign showcased how DOOH could use emerging technologies, working with experiential marketing to create a truly innovative concept. The public could play a digital game of Monopoly in real time via their smartphone. The campaign produced fantastic levels of interaction and PR exposure, something which static media vehicles previously would have struggled to replicate.

  • Investment

    Investment

    Media owner investment is creating a new dimension to OOH.

    For 2015, Clear Channel has expanded its digital portfolio with 40 new digital 48 sheets across London, whilst its premium brand Storm is set to double its locations. JCDecaux has strengthened its position in roadside, malls and rail. Primesight has developed its roadside network with the aim to have 50 digital roadside sites by the end of 2015. Outdoor Plus has committed to a £10 million digital investment across 2014-15, and Eye Airports has secured an £8 million investment. Ocean Outdoor has continued its development of ‘The Grid’ with new investment in Birmingham and other city centre locations, whilst Forrest has also expanded its offering in Scotland and the North.

  • Content

    Content

    The vast digital OOH network combined with its immediate nature enables the full utilisation of active content to drive higher levels of engagement. The platform allows for live, reactive and dynamic content, presenting the opportunity for brands to showcase all of their media from videos and images to real-time copy. The flexibility to adapt the copy and creative breaks the mould of two-week incharge periods that static platforms face.

    Highlights of this characteristic include the ability to tailor content reactively to topical events such as the takeover for Remembrance Day, JCDecaux’s commuter book club and our ‘Runnovation’ campaign for New Balance that featured congratulatory images of the British 10k event at key underground stations after the event.

  • Social Media

    Social Media

    Digital OOH’s ability to incorporate more flexible communications gives the medium a competitive edge against the more traditional platforms. With the inclusion of social media references into campaigns, people are more likely to willingly engage with interactive digital elements, subsequently leading to higher rates of calls to action.

    In a media first, our Pepsi Max DOOH campaign allowed members of the public to send in their ‘unbelievable’ Vine videos which could then be featured on digital screens nationwide. Walkers has even used Twitter to interact directly with a sampling mechanism embedded into a 6 sheet panel, with added augmented reality. The integration of both DOOH and social media in this campaign generates a whole new dimension in integrated communications.

  • Flexbility

    Flexbility

    A major strength of DOOH over all other static forms of media is its flexibility in planning. The platform offers the ability to dial up and dial down by day of week and day part, and full flexibility over location and campaign length. This includes the ability to deliver real-time communications to highly targeted audiences.

    Our McCain campaign demonstrated just this. Displayed on 11 large format digital screens nationwide, the digital OOH medium allowed for the ad to be pulsed during prime commuting times to correlate with the core message of the campaign: “hurry home to your loved ones”. Due to the flexibility of the media, the message always appeared relevant and minimised wastage.

  • Interactivity

    Interactivity

    As a platform, DOOH creates high levels of interaction with consumers on a live real-time basis. The format can utilise social media and experiential marketing to deliver innovative and reactive campaigns that amplify core brand messages. Touchscreens and smartphone interaction create widespread opportunities to engage technology around a core idea that transmits content or a brand message.

    Our campaign with Walkers showed the true level of interactivity DOOH media can provide. Three tweet-activated digital vending machines were placed at bus shelters in London, allowing the public to interact with a virtual Gary Lineker via twitter resulting in a packet of Walkers crisps. This highly interactive and experiential campaign could only have been possible due to DOOH’s versatility and the use of augmented reality.

  • Regionality

    Regionality

    Regional growth of digital OOH has intensified with screens now commonplace around malls, city centres and rail locations around the UK. Media owners are investing heavily and Route data is demonstrating the medium’s strong regional footprint. JCDecaux has developed 400 digital screens in Tesco supermarkets nationally and has fully digitised its panels in malls. Ocean Outdoor, MediaCo, Forrest and Outdoor Plus are championing the quality of inventory in local urban areas, Primesight is expanding its digital roadside 48 sheet network and Clear Channel continues to develop its Adshel product.

    As shown by our Ritz Breaks campaign, digital OOH allows for the tailoring of creative and copy by location; this campaign was personalised in Birmingham, Edinburgh and Manchester.

  • Activation

    Activation

    A distinguishing feature of digital OOH is the ability to instantly engage with an audience and generate deeper brand experiences, leading to higher levels of activation compared to static media. The utilisation of social media creates further opportunities for audiences to engage, with potential for gaming, accessing content, free samples, prize draws and promotional codes.

    One form of digital OOH, ATM ads, has the additional advantage of physically attaching coupons to drive activation. Our campaign with Lipton employed this technique where vouchers for a free drink were placed on ATM receipts close to Tesco stores. This tactic of combining DOOH with sales promotion vouchers caused a significant uplift in product sales and above average redemption rates.

  • Context

    Context

    The instantaneous nature of digital OOH allows for the timely and location based tailoring of content, showcasing the unique contextual element of the media. Technology has enabled deeper and more relevant brand experiences, while digital OOH can capture the immediacy of major events and real time behaviours.

    Google is just one brand smartly tailoring engaging content in real time data from dozens of live sources. The contextual content drove a call to action which saw 1 in 5 people exposed to the ad download the featured Google app, whilst the ad has also highlighted how people engage with and react to location, real time and contextual messages, improving their relationship with the brand.