The digital advertising revolution was meant to spell the end of traditional channels. But the out-of-home industry is yet another example of a tried and tested model embracing digital technologies in an effort to open up new opportunities for outdoor advertising to engage with consumers.
As the sector becomes gradually digitised, it seems the options open to advertisers are limitless.
Charmaine Moldrich, CEO at the Outdoor Media Association, explains: “Outdoor advertising is an exciting media channel to be part of right now, as the industry keeps growing because advertisers are recognising out-of-home’s potential to reach consumers as we spend more time outdoors.
“Technology doesn’t pose a threat to out-of-home, in fact it allows us to be more dynamic and innovative.”
The proliferation of smartphones is also a boon for the out-of-home sector.
“According to Roy Morgan research, people who own a smartphone are more likely to notice outdoor advertising, including transit formats,” says Moldrich. “More than 11 million Australians own smartphones, illustrating the optimum exposure that the outdoor medium can provide in today’s digital age.
“Digital technology allows people to interact with outdoor advertising immediately, from visiting a website listed on a billboard of a train platform, to scanning a QR code at the bus stop.”
As such, the outdoor advertising in transport hubs is on the up as brands take advantage of the ‘dead’ time people face while waiting for a train or to catch a plane, or while they are sitting in traffic.
As Nicole McInnes, marketing director at Adshel, explains: “The thing that planes, trains and automobiles all have in common is the waiting time. It’s dead time, so there is an opportunity for advertisers to help kill that dead time.”
Here, we take a look at some of the trends and opportunities for planes, trains and automobiles.
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