What are the key out-of-home advertising trends to watch in 2017? We collected two the most interesting changes, as it is always worth analyzing what might be on the horizon as a means of trying to understand where we’re at, and where we’re headed, as we plan for the next 12 months.
CONTEXTUAL REVELANCE IN OOH
OOH has always been able to provide an environment-based context to deliver relevant messaging at the right time - when consumers are most likely to act.
In 2017, contextually focused brands will reap rewards for applying data and adapting creative messaging. Recent work undertaken by OOH specialist Talon has shown that the key metrics all go up when a contextually relevant message is delivered.
According to the Advertising Association/Warc Expenditure Report, digital out-of-home (DOOH) is expected to claim a 40% share of total spend in 2017, up from 31% in 2015. PwC predicts that DOOH advertising revenues will overtake traditional spend in 2020, growing at a rate of 15% a year for the next four years.
Use of big and live data can now illustrate when, where and how our audiences are engaging with their immediate surroundings broken down by day, hour, minute and moment. 2017 will mark a significant increase in the application of mobile data to augment the planning and execution of OOH campaigns.
Recognizing this synergy between mobile and exposure to OOH advertising, OOH media owners are looking to make use of mobile third party data to help clients shape their campaigns. The barriers of cost and aggregation for personal privacy have created challenges in the application of this data but it offers a solid live mobility data set.
To go beyond the limitations of mobile applications, at Measurence we’ve been working on website-style analytics for the real world. Using real-time data streams from our proprietary sensors and other data sources, we provide performance metrics for proving ROI.
Measurence Scout has the ability to count how many engagements and impressions an advertisement gets in real time and measure the average visit duration. Whether there is a call for measuring advertising vehicles or billboards, the sensors track pedestrians and people inside vehicles (not the vehicles themselves).