Out-Of-Home Success Story For 2014: PwC

Billboard on bus side. Outdoor advertisment in the city.

The out-of-home sector has been trumpeted as a massive coup for the industry in the annual report from professional services company PricewaterhouseCoopers (PwC).

Emma Mackenzie
Posted by Emma Mackenzie

Gamification of out-of-home (OOH) advertising has come into its own, with the report explaining how there are a number of campaigns encouraging consumers to interact with the ads themselves.

OOH has a myriad of technologies available for advertisers to go nuts with, however when questioned whether the creative hasn’t quite caught up to the technology offerings available, editor of the PwC report, Megan Brownlow, said she disagreed.

“I think that where the most progressive ad agencies are going is where the programmatic creative,” she told B&T.

Referencing the mobile feature in the beginning of the report, Brownlow outlined how one particular campaign had 300 pieces of creative associated with it, which took “a real innovative thinker to work out how do you template-ise that sort of creative”.

“In some ways, we’re going to see a real revolution in creative. I wouldn’t say creative hasn’t caught up. I think there’s some amazing creative, particularly in the outdoor space,” she added.

The projected OOH ad market is expected to grow by $146 million, from $710 million in 2014 to $856 million in 2019, bringing the total Aussie ad spend on this sector to five per cent of the overall ad spend.

The top five OOH advertiser categories for last year were:

  1. Finance
  2. Retail
  3. Entertainment and leisure
  4. Communications
  5. Travel and accomodation