PREDICTIONS
INTRODUCTION
2017: OOH has a new beginningOOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined.
This evolution will come via the following
three aspects...
Digital frst. In marketing all trends point to digital.
Many OOH conversations focus on the digitisation of
OOH. But our media planning has to adopt a digital
starting point – the role of dynamic OOH means we’re
able to replicate new age digital tactics; allowing us
to be fexible with media and creative copy – to deliver
the right message at the right time in the right places
for audiences.
Embracing technology. There is an abundance of
new and emerging technology that is changing the
way we can use OOH to connect in physical spaces
with people. Hyper-local Wi-Fi networks, beacons
and 3D screen imagery are extending possibilities
in OOH. Contextual targeting and increasing
convergence with mobile are allowing us to capture
physical cookies for mobile media targeting, whilst
new engagement tactics are extending interaction
with the physical space.
This plethora of options means it’s our mission to
recapture and spark new interest around how OOH
can connect brands and people together like never
before - challenging the preconceived thoughts of
marketers, creative and media agencies.
Planning with data. With so many new data points
are at our fngertips, as an industry we have had to
evolve our understanding and analyse it productively
and at pace, a discipline traditionally occupied by
the online and social channels. We must now evolve
further to seamlessly aggregate and value this data
in increasingly complex ways. Our integration into the
digital economy is accelerating.
It’s a time of great change in advertising, media and
OOH. The rules and legacy of the media plan are
being thrown out the window and we look forward to
leading the way.
Introduction
When we speak next year OOH will
be a landscape you don’t recognise.
The opportunity for OOH is that of a
communications channel rather than
an advertising medium. Nothing could
excite us more.
6 PREDICTIONS
FOR 20176 Predictions for 2017
‘Open’ data
Data exchanges
improving planning
Relevancy : From the
few to the many
The rise of
scalable content
Blending real and
virtual experiences
Technology is changing
your media plan
Programmatic
is here
Advertising
with utility
Not just advertising,
advertising for good
Contextual
content clicks in
Are traditional
demographics dead
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