How Tech’s Set To Help Outdoor Bounce Back In 2022
Out of home advertising is the oldest form of communication but it still has the potential to become more sophisticated. With outdoor spend plummeting in 2020, Phil Clemas (main photo), CEO and Co-Founder of LUMO Digital Outdoor explains how the industry can start to evolve in 2022…
COVID-19 flipped the whole ad industry on its head, but no category felt the impact quite like Out of Home (OOH). I won’t bore you with stories of people being trapped indoors and clients pulling budgets overnight – that’s old news now.
What I will say is that the pandemic proved one very important thing; the OOH channel is poised and ready for adaptation. And a surge of new technological capabilities available to the industry and advertisers is driving the evolution faster than we’ve ever seen.
(Out of) Home Improvement
As a pure play digital out of home (DOOH) provider, we’re lucky at LUMO to have a front row seat to observe the new technologies coming into the channel. However, even we have to work to keep up as new innovations change the way we, and other players in the market, operate.
These innovations are affecting every part of DOOH from the screens to the teams. Even compared to five years ago we now have vastly improved LED screen technology that highlights the display quality, lowers energy consumption and provides better durability and reliability.
On top of that we also have the recent introduction of 5G to the channel. This fifth-generation technology allows for more digital content to hit screens faster and with less room for broadband error.
For the internal workings of our business we’re also seeing an evolution of the traditional CMS (Content Management System) platform. This is helping teams to cope with audience buying and flexible display times whilst still enabling them to manage the inventory and the media bookings that are coming in from agencies and advertisers.
Yet one of the biggest changes will undoubtedly be the rise in programmatic digital out of home (pDOOH) trading. Programmatic platforms are a huge tech advancement for the industry.
This channel will open up new budgets by shrinking the OOH media world. And it will all happen in the blink of an eye through supply side platforms (SSPs), demand side platforms (DSPs) and auto exchanges.
Once there is enough scale of inventory, programmatic technology will supercharge the growth of OOH, driven exclusively by DOOH.
Setting Expectations
Although the pandemic revolutionised many of the ways we operate DOOH, it also highlighted one area that needs a lot of attention.
There has been talk for a few years about how technology will lead the growth of the OOH media channel. But that talk has yet to push OOH beyond more than just a fringe channel, attracting just 5-6 percent of all ad spend in most markets.
Some of that suppression is self-inflicted owing to a lack of genuine media transparency and audience accountability.
COVID-19 shifted the goal posts as marketers and brands more closely scrutinise media metrics. Snap lockdowns and dramatic audience fluctuations showed the importance of having up-to-date insights on audience numbers so that advertisers could act and react accordingly.
Rather than blindly trusting historical data often used by traditional OOH providers, new technologies in the space are creating an industry-first opportunity for the channel to present real-time audience numbers.
LENS Technology and Analytics is one such software solution created amid the disruption of COVID-19. It was built as a direct response to overwhelming changes in OOH audience behaviours that could not be measured accurately by ill-suited platforms of the pre-pandemic era.
It’s also proof positive that with enough foresight and ingenuity the OOH industry can really move the needle.
Its superpower is the ability to specifically account for the dynamic volume, behaviours, and trends of digital out-of-home (DOOH) audiences. As an exclusive partner, it tells us where audiences are, how often they have visited sites and the vehicles they’re traveling in, with unparalleled accuracy.
This type of measurement is bringing engagement, trust, and reliability back to the OOH industry at a time when it is needed most.
The evolution is here
Many have been singing the praises of the OOH trajectory in recent years, but are we being prematurely self-congratulatory? According to the Outdoor Media Association (OMA) the entire outdoor channel accounts for only 10.4 percent of agency advertising spend in Australia.
We need to do something about raising its profile and lifting the lid on the issues that plague its growth. With effort and focus around some key issues, we have the potential to double that to 20 percent in the next three years.
It’s only through the adoption of new technologies that we are going to see OOH secure the growth and the interest it deserves. These new capabilities make the channel more attractive, cost effective, efficient and trustworthy.
At LUMO we lean heavily on new innovative technologies that help us stand out from the crowd and provide our clients with opportunities never before seen in the DOOH space. But if the whole channel adopts a similar mindset, advertisers will become more confident, allowing the next stage of OOH evolution to really begin.
So let’s make it happen.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.