72% of marketers are planning to run a real-time digital out-of-home campaign in 2015, with 87% thinking it would allow for better targeted advertising for their brands, according to new research from Posterscope.
However, a recent Posterscope rountable event with industry leaders – including 20th Century Fox, British Gas, Microsoft, Clear Channel, Ocean Outdoor and Dentsu Aegis Network, amongst others – revealed that although digital out-of-home has “strong capabilities” to deliver real-time, the industry faces a variety of challenges in realising its potential.
Speaking at the event, Paul Grosvenor, senior marketing manager of Hive at British Gas, said that tapping into the right audience is key because consumers’ expectations are rising quickly and “outpacing” the rate of innovation in digital out-of-home.
“They now expect connection through all devices, and their whole life to be synced,” said Grosvenor. “If they see an ad that isn’t clever or doesn’t reflect something interesting and innovative we probably won’t connect with them in the way that making full use of this medium will.
“Ultimately we need to establish a partnership with the consumer, to let their interests and behaviour lead us into new and interesting areas and to use the technology we have at our fingertips to deliver something that not only meets their expectations, but exceeds them.”
While digital represents 28% of all spend in out-of-home, Posterscope estimates that less than 5% of digital out-of-home spend incorporates an element of real-time.
However, the figures contrast with a UK marketing landscape that is becoming increasingly digital, with Britain set to become the first country in the world where more than half of all adspend goes to digital media.
Posterscope estimates that in 2015 media owners will invest more than £75 million in digital infrastructure, which the company’s managing director, Glen Wilson, says creates an “almost infinite amount of possibilities” to talk to people in the right place, at precisely the right time – and with “real scale.”
“However, this creates a huge amount of complexity because literally every second of that digital airtime is theoretically addressable,” Wilson said.
Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry.
Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK.
SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart.
The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems.
Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.
