In advertising, we’re obsessed with being everywhere at once – achieving ‘cut through’ with high impact creative that captures the imagination. Nowhere is this clearer to see than in outdoor, and in this opinion piece, Rubicon Project MD JAPAC Rick Mulia talks us through the advertising giant.
Figures from the Outdoor Media Association (OMA) indicate that Australian brands spent more than $600million on OOH – more than five per cent of total ad spend in Australia and that share is growing.
In fact, OOH is the second fastest growing ad medium globally after mobile, based on average consumer exposure (PQ Media). Here APN Outdoor and oOh! Media have both seen their share prices rise sharply in the last 18 months. Clearly OOH is alive and well, with lots of strengths.
Yet automation, which has made big strides in most of the ad industry over the last couple of years, has yet to really take hold in the outdoor space. Instead, ad inventory is generally traded using traditional manual processes.
That could be changing. The most significant development in outdoor media over recent years has been the proliferation of digital displays. In 2014 (the latest figures from the OMA) 19 per cent of OOH revenue was digital. It’s likely to be higher now.
In the UK it’s well over a quarter, even though digital screens account for less than eight per cent of the sites. Digitisation clearly brings much higher yields.
From OOH to All Media
The rise of digital OOH brings the opportunity for automation. The benefits are already tried and tested formula in other media – smarter UI and more efficient workflow, as well the ability to laser target campaigns based on data.
In the next few years expect to see OOH come in from the cold as it too becomes automated and integrated into establishing trading platforms. The arrival of Net-worxs in Australia, Bitposter in the UK, and AdSpace and Captivate in the US are making this outcome closer to reality.
The outcome will be the same network effect we’ve already seen across desktop, mobile and video. Where previously OOH would be booked by the week, in future it will be by the hour.
As the medium becomes increasingly digitised ads will be targeted using a wide range of data, such as weather, time of day, location, and people will be able to engage with content using smartphones and near-field communication.
Part of the natural scheme of things
It’s inevitable that OOH, through digitisation, will join the rest of the advertising ecosystem in embracing automation. Outdoor’s strength has always been its ability to complement campaigns on TV and online – and planners will expect to be able to book cross-media campaigns that include digital OOH.
The introduction of automation will also free up time for higher value creative projects – ones that can change quickly as data is used to track effectiveness.
In an industry obsessed with media firsts, I for one will be looking out for the first fully integrated automated campaign – one that includes the great outdoors. After all, OOH is automation’s last great frontier, and it’s ready to be conquered.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]