We believe 2019 is going to mark the year for disruptive technology in the digital out of home advertising verticle. While there have been meaningful advancements. The DOOH space has yet to be fully digitally transformed and has enormous potential with the industry moving to standardization and evolution to data-driven intelligent automation.  Banner Flow captured what we believe are the core 2019 building blocks for DOOH transformation that are relevant to our initiatives this year.

DOOH article from Banner Flow

Digital out-of-home (DOOH) is developing at speed. Yet, like every advertising channel, it is undergoing disruption. There are new players challenging established brands, and out-of-home (OOH) networks are expanding digital signage as fast as they can. The trends defined in this article are some of the most important.

Building on the success of OOH

Out-of-home advertising offers a brand safe environment, with unparalleled viewability. Unless something is physically blocking the screen, all ads are 100 per cent viewable. What percentage of digital display ad inventory can honestly make such a bold promise? What’s more, a Nielsen study showed that OOH provides the highest rate of online activation per dollar of any offline media. Add data feeds, video, and programmatic capabilities to the mix, and digital out-of-home is an unbeatable offering.

DOOH enhances digital advertising

But why is DOOH so important to advertisers? Well, it’s proving even more of a draw for viewer eyeballs! Motion DOOH ads capture the attention of outdoor audiences even better. In fact, DOOH ads are twice as likely to be seen and are 2.5 times more impactful than static OOH ads according to a recent study in the UK. Furthermore, ad tech developments are helping more and more brands work within the channel too.

Here’s what we think will be shaping digital out-of-home advertising over the next 12 months and beyond:

The potential of mobile location marketing

Knowing who the viewers of your ads are already, makes some OOH ads incredibly powerful. For example, Swedish OOH network, Visual Art boasts of its “golf network” of static billboards, while some airlines offer targeted placements only seen by business travellers. Imagine if you could use data to personalize more OOH units?

Linking the viewer’s mobiles to nearby DOOH screens offer the opportunity to do these beyond just a few exclusive locations. It’s also a trend that is already happening but probably not in the manner people expect. Indeed, billboard owners are already using location data from people’s mobiles to offer more informed choices regarding ad placements – similar to online 3rd party data.

Anonymized DOOH data for brands

Furthermore, information captured from phones is now being anonymized by carriers and data vendors who then sell it to media owners. This data is used to offer information on different demographic groups – for example, “business travelers” – who walk by an ad. Add this data to other insights, such as traffic or weather data, and you can better localize DOOH ad content. For example, a DOOH ad at one London bus stop may offer very different results from another unit located in a different part of town.

DOOH - minority report

And why might this not happen in the manner people expect? GDPR, or other future regulation. The collection and application of mobile data has the potential to open a Pandora’s box of privacy problems. For example, an ad that directly interacts with a user – Minority report-esque – using mobile data will definitely not be everyone’s cup of tea. However, the use of mobile data for more gentle localization of ads is far more acceptable.

Expansion of programmatic media buying

Programmatic is rapidly entering the world of out-of-home advertising. Moreover, it’s the biggest and most important DOOH trend on this list. It offers revolutionary automation that is changing the OOH industry. What was once a cumbersome process involving negotiation between advertiser, agency, media seller, and the printer is set for extinction.

Expect to see more programmatic platforms that allow advertisers to buy both mobile ads and DOOH ads via the same interface. The result: more integration across existing programmatic strategies, such as display advertising, and faster analytical insight across entire DOOH campaigns. Plus, the implantation of simpler real-time DOOH ad optimization and agility.

Programmatic DOOH is the way forward

What’s more, DOOH advertising is overtaking traditional OOH for the first time, according to PwC in the UK. And thanks to the rise of programmatic DOOH, outdoor ads are transitioning from static messaging towards automated, dynamic experiences.

Already brands, including Innocent Drinks and Mercedes Benz, are trialing programmatic DOOH. For a recent campaign, Innocent Drinks refined the creative shown on screens in different locations using audience data.

And the pace of change is quickening. Talking to The Drum, Clear Channel, considered by many a traditional OOH outfit, explains that digital now accounts for 60% of its overall revenues, compared with 2% several years earlier. It’s a pattern being repeated with other players, such as JCDecaux too. The trend is pretty clear regarding to DOOH and programmatic: this is now the direction of travel.

Data feeds and dynamic signage

Use of feeds and dynamic DOOH features will grow – that there can be no doubt. For a start, the out-of-home industry is already going through a digital revolution – with video at the heart of it. Walking past a dynamic, HD quality, full-motion digital billboard with a simple repurposed press ad will be a thing of the past – dynamic content is the way forward >>> READ MORE