1. Shift in Advertising Spending
Within five years, marketers will shift up to $40 billion of media spending from traditional to new media including digital OOH. Ad-buying leader MediaVest is currently working with clients (Kraft Foods, Capital One, Activision) to move $20–$30 million from broadcast to cinema.
2. Outdoor 2.0 Emerges and Brings Interactivity
Mobile has transformed and reinvented the oldest media. Interactivity involving wireless devices, digital billboards, Bluetooth, and SMS are providing a closed-loop system for marketers to evaluate the effectiveness of marketing efforts in real-time.
3. Advertisers Are Adopting
Leading marketers and agencies have experimented with this new channel. Advantages over traditional media include measurable sales impact, point of purchase proximity, demographic and lifestyle targeting, and local relevance.
4. Technological Advances
New technology investment is enabling companies to launch digital ad platforms that generate higher returns than the conventional format they replace. Mobile, facial recognition, gesture-based, 3D, and other innovations are taking measurement and engagement to the next level.
5. Consumer Engagement Application
Digital OOH is “TiVo-proof” and research shows the vast majority of consumers view alternative out-of-home media as favorable and educational. It is a high-level engagement medium that offers contextual ad messaging in new and creative ways.
6. “First Moment of Truth” Rings True
Research shows that 70% of final retail purchase decisions are made in-store, at the time of sale. The concept of “first moment of truth” is resonating. Wal-Mart, Tesco (UK), Best Buy, McDonald’s (Europe), and more are driving promotions, sales, and branding with the platform.
7. People Spending More Time Out-of-Home
Exposure to and recall of digital OOH is growing as people spend more time commuting to work, walking in urban areas, waiting in transit hubs, and shopping at retail outlets. Reaching consumers on the move has become more important than ever. |
