A comprehensive study of the future of outdoor advertising in India by outdoor agency Global Advertisers reveals that OOH will not only multiply its market share as a result of digital technology over the next couple of years, but its structure will change significantly too.
The transformation of Out of Home as an advertising medium will be matched by the changes digital displays bring to urban environments and interactive communications with consumers out of the home.
Global Advertisers has analysed industry data, interacted with industry experts and carried out new research to conclude a series of predictions:
The total OOH site universe will grow with digital adding additional sectors: Digital sites will not simply replace static sites, but will create additional levels of consumer reach. Digital display networks will be visible across various cities nationally with almost lacs of screens in use.
The medium’s operational structure to evolve: Two broad OOH sectors will emerge: Broadcast and Targeted. Broadcast will include large numbers of well-positioned static sites and premium digital sites. Targeted will include national networks of digital sites capable of time-flexible distribution and real-time reactive campaigns.
Dynamic use of digital sites to create a powerful high-street direct response medium: The deployment of national digital poster networks in proximity to retail locations and the integration of day-part flexibility; real-time planning and new audience-based trading systems will unlock the potential to drive “smart” retail promotional marketing.
Research indicates consumers already want to interact with posters: New research reveals that half of consumers already see the value of interacting with displays, 75 per cent expect to carry a smartphone or tablet computer; 66 per cent expect to see digital screens in most city centres; 70 per cent think digital displays beneficial in high-dwell time locations.
Technology will not only re-value OOH, but will forge a far closer relationship with other media and with technology sectors: OOH will develop a symbiotic relationship with mobile marketing and internet based campaigns, opening up new revenue streams. Content will play an increasing role in OOH media and billboards are likely to become a distribution point for digitized news and entertainment content.
Rather than being a disruptive force, digital technology will create enormous opportunities for Out of Home media. Moreover, the display industry is entering a transformative period, one in which it will gain market share by integrating technology and delivering a wider range of effective and engaging propositions.
Sanjeev Gupta, MD, Global Advertisers, noted, “What is clear is that rather than just replacing static sites, digital displays will enable Out of Home media to offer advertisers both reach and more direct engagement. The potential to fuse digital posters with mobile interaction also has great potential. It’s up to our industry to grasp these challenges and opportunities.”