Out of Home Media Planning Opticomm

Outdoor advertising; Discover what it can do for your business.

London is home to over 8.5 million people and with such a dynamic audience it makes it one of the most popular cities for advertisers, especially for those considering outdoor.  According to TGI (2016 Q3: April 2015-March 2016), 68% (almost 7 out of 10)people over the age of 35 have responded to an out-of-home advert (OOH) either on their mobile or online.

OOH media provides an ideal opportunity to connect to people alongside their daily lives.  With over 85% of us outside each day for over 7 hours a day, it is obvious why this is such an attractive proposition for advertisers looking to connect people to their brand.

The impact of OOH on recall is also impressive coming only second to TV with in excess of 70% of adults recalling an ad they have seen in the last month.  Research has also shown that those who are out and about frequently are the most receptive to advertising and more inclined to respond and buy.  You only have to step out of your office or exit the train to see just how many opportunities there are for your business to get noticed using OOH.  Wherever you look – bus stops, trains, shopping centres and cinemas – you can’t even enter a restroom without facing some kind of advertising!

 

For out-of-home advertising the possibilities are evolving, not only in the capital, but nationwide.  Thanks to new digital infrastructure, advertisers can now personalise everything from posters and billboards to digital screens and speak more directly to consumers.

The use of data has been a game-changer.  Advertisers can now use Artificial Intelligence to adapt creative in real-time according to how people react to it.  This investment in the emotional engagement of consumers has raised the bar.

Real-time triggers relating to everything from the weather to the traffic enable OOH to react accordingly and serve relevant and useful advertising.  This in turn builds a connection and positive association to a brand.

Social media data can also help plan campaigns determined by online conversations that are taking place at any given moment.  Product launches and events can generate a real buzz using this kind of intelligence combined with OOH.

As more of us grow accustomed to instant access, real-time purchasing and improved service (next day delivery from Amazon and pre-ordered coffee from Starbucks), it follows that we will come to raise our expectations of advertisers and how they pitch their products.

With concerns over the rising use of ad blockers online, perhaps the appetite for OOH will increase as outdoor offerings become more sophisticated and more connected with consumers.  After all, OOH cannot be switched off but it can do more than ever before, blurring the line between on and offline.

In 2015, OOH ad spend reached £1.1bn, an increase of 3.9% on the previous year with an expected rise of at least 4.9% in 2016 according to Advertising Association/Warc Expenditure Report.

As innovative campaigns like Cancer Research UK’s contactless donation windows become the norm, it seems likely that any brand worth its salt will definitely include OOH as part of its media planning and buying strategy.

OOH can deliver a huge impact for a brand – speak to us today about how to accomplish your objectives and get ahead in this fast-moving environment.

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Sanjeev Patel

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